Although the website of the well-known chocolate bar continues to specify that 100% of its production is made in Switzerland, its current owner, Mondelezhas announced that Toblerone will begin manufacturing, in part, in Slovakia.
The relocation of companies, however mythical they may be, has ceased to be news. But in the case of Toblerone, the decision is more risky, since a swiss law of 2017 prohibits the use of national symbols to promote milk-based products that are not exclusively made in Switzerland.
For other foods, the threshold is at least 80%, but in this case Mondelez will be forced to withdraw the mount matterhorn and the Bern bear that is drawn inside the iconic Toblerone packaging.
In addition, the brand will also have to change the phrase printed on the packaging: from “Toblerone of Switzerland” to “Founded in Switzerland”. This chocolate bar was created in 1908 by Theodor Tobler, whose father owned a confectionery in Bern, although its current image was not consolidated until the 1970s.
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Mondelez doesn’t mind losing the Matterhorn
In statements to the BBC, a company spokesman assured that the relocation of part of the production “responds to the Increased demand around the world and the need to grow our Toblerone brand for the future”.
Mondelez is perfectly convinced that you will have to change the packaging, but add the risks. In fact, a new image is already on the table that will include a “new font and logo hallmarks of Toblerone that draw further inspiration from the Toblerone archives and the inclusion of the signature of our founder, Tobler.”
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Toblerone changes its iconic image, from the 70s, forced by a Swiss law: they are not Swiss enough anymore
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Direct to the Palate
by Miguel Ayuso Rejas.
