Why Toblerone is making a drastic change to its iconic packaging

The makers of Toblerone chocolate bars will take away the Matterhorn mountain peak from its packaging after a few of its manufacturing processes had been moved outdoors of Switzerland.

In 2017, Switzerland launched strict guidelines about the usage of its nationwide symbols in advertising and marketing.

Companies in search of to show Swiss iconography to advertise milk-based merchandise have to be made solely in Switzerland. Other meals have to be no less than 80 p.c made in Switzerland.

The Matterhorn shall be faraway from the Toblerone chocolate bar’s packaging and its emblem redesigned. (AP)

Rising 4478-metres, the Matterhorn is formed like a pyramid, with its kind echoed alongside the strains of the basic honey and nougat chocolate bar.

Hidden contained in the picture of the Matterhorn on Toblerone bars is a bear, the image of Bern – the Swiss capital the place the chocolate bars have been produced since 1908.

US agency Mondelez, which owns Toblerone, informed the Aargauer Zeitung newspaper the imagery on its packaging would quickly be altered.

A panorama of the Matterhorn peak, emblem of Toblerone chocolate, situated at Gornergrat in Switzerland. (Getty)

“The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic,” a Mondelēz spokesperson was quoted as saying in an announcement.

Labelling for the chocolate would now say it was “established in Switzerland”, moderately than “of Switzerland”.

Mondelēz introduced final yr that it might transfer among the manufacturing to Slovakia on the finish of 2023.