Toblerones will no longer be decorated with their famous mountain peak logo under changes to their packaging. The Matterhorn will be removed from the chocolate bar's packaging as its production moves outside of Switzerland.
The design change has come about because of the change in the production site and rules around what can be used on packaging. Current laws restrict the use of Swiss iconography when marketing products.
It means the chocolate bar's US owner, Mondelēz, will replace the Matterhorn with a generic Alpine summit, according to The Guardian. The packaging on the almond chocolate bar will now read "established in Switzerland". It had previously read "of Switzerland".
Speaking to the Aargauer Zeitung newspaper, a Mondelēz spokesperson said: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic."
"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.
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.
Mondelēz is planning on moving the production of Toblerones from Berne to Slovakia. It already produces the formerly-Swiss Milka chocolate bar in Slovakia.
