Toblerone removes the Matterhorn from its packaging due to strict Swiss marketing regulations.
As part of the chocolate production will be moved from Switzerland to Slovakia, the confectionary will soon abandon the restrictions on “Switzerland”, which will stop using national symbols only to promote products that are not made in the country.
US firm Mondelez said it would replace the image of the 4,478-meter (14,690-foot) mountain, which borders Switzerland and Italy, with the overall summit.
In a statement to the BBC, the company said the new packaging will feature a “distinctive new Toblerone typeface and logo that takes further inspiration from the Toblerone archive and incorporates our founder Tobler’s signature.”
It added that it would move some production outside the country “to meet growing demand worldwide and to grow the Toblerone brand in the future.”
The honey and almond nougat chocolate bar, named after its inventor Theodore Tobler’s last name and a combination of Torron, a toasted almond nougat pastry, first went on sale in 1908 in Bern, the capital of Switzerland.
It previously used packaging featuring a Bernese bear and an eagle, but the mountain appeared on its own packaging in 1970, according to Toblerone’s website.
In addition, the “Swiss” legislation introduced in 2017 states that national symbols cannot be used to promote milk-based products that are not exclusively produced in Switzerland. For other raw food products, the threshold value is at least 80 percent.
Studies have shown that some products labeled “Made in Switzerland” sell 20 percent more than similar products from other manufacturers. The Guardian.
People taking to Twitter were disappointed with the packaging changes.
In 2016, Toblerone made headlines by increasing the gaps between the triangular pieces in the bar to cut costs.
After criticism, the company changed it to its original form in 2018.