Airport mainstay Toblerone will be getting a makeover due to laws that restrict imagery of the Swiss mountains.
The imagery of Matterhorn, a mountain in the Swiss Alps, will be removed from Toblerone's packaging due to the firm moving its production outside of Switzerland. The vista is entwined with Toblerone's aesthetic with its mountain range-shaped chocolate and boxes.
In accordance with Swiss law, Toblerone will no longer be permitted to use the Swiss iconography. The Matterhorn will now be removed and replaced with a generic Alpine summit, as reported by The Guardian.
Additionally, the chocolate bar's packaging, which formerly read "of Switzerland" will be changed to "established in Switzerland".
"Swissness" laws restrict the use of imagery that suggests that food, industrial products and services are made in Switzerland. This includes using the country's flag, Wales Online reports.
Mondelēz, the US food giant that owns Toblerone and Cadbury, is planning on moving the production of Toblerone from Berne to Slovakia. It already produces the formerly-Swiss Milka chocolate bar in Slovakia.
A spokesperson for Mondelēz told Aargauer Zeitung newspaper: "The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic."
To say a food is made in Switzerland, at least 80% of the raw ingredients must come from Switzerland and most of the processing must also take place there. The requirement is even higher for milk-based products where 100% of the ingredients must be from Switzerland unless they cannot be sourced there.
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