Toblerone Removes Iconic Matterhorn Silhouette from Packaging

Chocolate aficionados may have recently noticed a significant change to a beloved chocolate brand. Toblerone, founded over a hundred years ago in Berne, Switzerland, has made the decision to remove the iconic Matterhorn peak silhouette from its packaging. Dirk Van de Put, CEO of Toblerone’s parent company Mondelēz International, explained the rationale behind this move in an interview conducted by Andy Serwer at the 2023 Milken Global Conference.

The Toblerone bar is widely recognized as a quintessential Swiss brand, making the removal of the Swiss mountain silhouette a curious decision. However, this change is not merely an aesthetic choice. It is driven by Swiss law, which mandates that if a symbol associated with Switzerland is used on a product, that product must adhere to specific criteria concerning production location and material sourcing. As Toblerone expands its production to new countries, it no longer meets these requirements, making the removal of the mountain silhouette necessary.

Van de Put asserted that Toblerone will continue to be produced in Switzerland without any reduction in quantity. The brand’s growth necessitates the establishment of new production capacities, and the decision was made to build these capacities in Slovakia. This move aligns with Toblerone’s commitment to responsible business practices.

While the Matterhorn may no longer adorn Toblerone’s packaging, Van de Put assures consumers that mountain imagery will persist. The company plans to replace the Matterhorn with an undetermined mountain symbol, believing that most consumers will not even notice the change.

Despite this alteration, Toblerone’s legacy remains strong. The brand has undergone design modifications in the past. Originally introduced in 1908, it wasn’t until 1970 that the Matterhorn made its appearance on Toblerone’s packaging, according to the brand’s website.