Toblerone, the triangular bar of Swiss chocolate, has more than 120 years of history. What started in 1908 as a small chocolate shop in Bern, Switzerland has grown into a global brand.
Its co-founder, Theodor Tobler, used the unique combination of almond nougat and honey to create a chocolate bar that gradually won the world markets.
The bar was named Toblerone and over time it was sold in more than 150 countries around the world.
The brand is currently owned by Mondelēz International, a world leading company in this market segment.
For Toblerone to become what it is, its triangular shape and its distinctive packaging were key, both fundamental elements for the success of the brand that has not spared using creative marketing strategies, such as limited edition bars, and collaborations with other brands. like Cadbury.
Toblerone has also expanded its range of products, offering different sizes, flavors and packaging, but always maintaining the packaging format, colors and icons in the graphic design.
One of those icons is Mount Cervino, located in the Alps between Switzerland and Italy, an identifying element of his aesthetics.
Toblerone moves and has to change the packaging
The problem is that the Toblerone brand will be forced to change the design by the so-called “Swissness” regulation, which allows companies to use the “made in Switzerland”, which includes the country’s iconography, if they have a high proportion of production. in that country.
This will change from July, when Mondelez moved much of the production of Toblerone bars to Slovakia.
In this way, when Toblerone does not comply with the marketing restrictions related to the use of Swiss iconography, he shall remove the mount and the bear from his design.
The 4,479-meter-high mountain, whose nearly symmetrical pyramidal peak mirrors the shape of a honey-almond chocolate bar, will be replaced by a more generic alpine summit, Mondelez said. Guardian.
“The packaging redesign features a streamlined, modernized mountain logo that aligns with the geometric and triangular aesthetic,” a Mondelēz spokesperson told the newspaper. Aargauer Zeitung.
Toblerone packaging will now say “company established in Switzerland”, instead of “product made in Switzerland”.
The “Swissness” legislation of 2017 restricts the use of the white cross on a red background of the Swiss flag, as well as other indicators of Swiss origin, in food, industrial products and services.
In order for food products to be marketed as “Made in Switzerland”, 80 percent of the raw materials must come from the country and most of the processing must take place there.
For milk and milk products, the required quota is 100 percent, with exceptions for ingredients that cannot be sourced from Switzerland, such as cocoa.
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