According to the news, the American brand Toblerone has transferred the production of some of its chocolate out of Switzerland, and as a result, the iconic Matterhorn mountain peak will no longer appear in your packaging.
Bloomberg reports that Mondelez International Inc., maker of the famous triangle candy, is revamping the image of the mountain depicted on the packaging to avoid violating Swiss law. Last year, the company announced the transfer of part of the production to Bratislava, the capital of Slovakia, with the aim of reducing costs.
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Following the geometric and triangular aesthetic, the brand is working on a new packaging design which will feature a modernized and streamlined mountain logo, according to a spokesperson for Mondelez.
The Toblerone packaging will now display the phrase “established in Switzerland” instead of “from Switzerland”, in line with the Swiss law from 2017, which prohibits the use of national symbols and Swiss crosses on products that do not meet the criteria of the country.
The Swiss Federal Institute of Intellectual Property claims that the new “Swissness” legislation strengthens the protection of the “Swiss” trademark, preventing its misuse and preserving its long-term value. The Toblerone factory in Bern will remain open, but it's unconfirmed if production changes will take place there, according to Scripps.