Toblerone to remove Matterhorn logo as chocolate no longer meets 'Swissness' laws

The Matterhorn on Toblerone no more. The famous chocolate bar is preparing for yet another change, this time bittersweet. The Matterhorn, the iconic symbol that has adorned the packaging of the famous Swiss chocolate for the last fifty years, risks being removed from its logo and replaced with a more generic mountain image. Why? Because Mondelez International Inc., the American company that owns the brand, has decided to move part of its production to Slovakia, meaning that the triangular chocolate may no longer meet the strict "made in Switzerland" rules introduced by the Swiss government in 2017.

These rules are included in the so-called "Swissness" legislation, an act that protects national symbols and which stipulates that food products marketed with the wording "Swiss made" must have at least 80% of its raw materials originating from Switzerland. For milk and dairy products, this percentage rises to 100%. The only exceptions are food products that cannot be produced in the country, such as cocoa.

Invented in Bern in 1908, Toblerone is produced with rich mix of Swiss milk, honey and almond nougat before taking on its characteristic mountain shape. The original packaging featured symbols of the Swiss capital, the bear and the eagle. In 1970 the two animals were replaced with the Matterhorn, in which the bear is cleverly hidden even today. Now the US company is preparing to change its logo and, as a spokesperson explained to the BBC, the new packaging will include a new typeface and a redesigned logo inspired by the brand's historical archives. It'll be interesting to see what the designers come up with. One thing is certain: at present Toblerone is receiving an unprecedented run of free advertising.