Toblerone is removing the Matterhorn mountain from its iconic logo and here’s why

Toblerone, a Swiss chocolate brand owned by Mondeléz International Inc., is reportedly removing the Matterhorn mountain of the Alps from its logo design. It was said that the decision came due to new Swiss rules.

Toblerone chocolate will soon drop the Matterhorn mountain peak from its packaging, so consumers will no longer see it at some point this year. The change will also include the revision of the line that says, “of Switzerland,” and this will now read “established in Switzerland,” as per Fox Business.

It was explained that the main reason for striking out the mountain from Toblerone chocolate’s packaging is the fact that its American owner is transferring some of the chocolate’s production outside of Switzerland. Last year, the chocolate maker already announced the plan about moving some of the production to Bratislava in Slovakia, citing “to cut costs” as the reason.

Because of this development, Toblerone’s packaging design is set to change. The spokesperson of Mondelez told the publication that the company will use a design featuring a "modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic."

Moreover, a local Swiss newspaper, Aargauer Zeitung, further reported that Mondelez is changing the mountain design to avoid any violation of the Swissness Act that was enacted in 2017. Thus, instead of putting "of Switzerland," it will be revised to "established in Switzerland."

The Swissness Act bars national symbols, including the Swiss cross design, on any product packaging that does not meet the “Swissness” criteria.

The Swiss Federal Institute of Intellectual Property said, "The new 'Swissness' legislation, therefore, strengthens protection for the 'Made in Switzerland' designation and the Swiss cross. It helps prevent and curb their misuse so that the value of the 'Swiss' brand can be preserved in the long term."

Meanwhile, in a statement sent to BBC News, Mondelez International explained it is transferring some production outside of Switzerland to respond to the surging demand around the world. The company added that the decision is also for the growth of the Toblerone brand in the future.

Photo by: Morgan Thompson/Unsplash