For more than 50 years the mountain Matterhornhas been part of the identity of Tobleronebut it won’t be like that anymore. The company will be forced to change its logo and remove the image of the most famous mountain in Switzerland. That’s right, one of the most famous chocolate firms in the world is facing the nightmare of many companies: a rebranding.
The brand was founded in 1899 by Jean Tobler in the Swiss capital Bern. But the iconic triangle-shaped chocolates were offered in 1908, these represent the Matterhorn. Now the company, Toblerone will no longer be able to show it because the chocolates will not be 100% Swiss.
The owner of the company, Mondelez has decided to transfer part of the production to Slovakia. According to Swiss regulations, this clashes because it is not allowed to use national symbols to promote dairy products that are not exclusively manufactured in the Swiss country. That is, if the chocolates are not made in the territory, they cannot show the famous mount, basically.
The measure will force Toblerone to modify its packaging. Therefore, it will have to replace the snowy alpine with a more generic mount, according to reports.
What will happen to Toblerone?
According to BBC, the new packaging will have “a new typeface and logo, as well as badges that are inspired by the history of Toblerone, the signature of our founder, Tobler.” In addition, although chocolate made with Swiss milk, honey and almond nougat has been on the market for 115 years, it was not until the 1970s that they incorporated the silhouette of the Swiss mountain.
The parent company of the chocolate, Mondelez, explained that it is moving production to respond to increased demand around the world and to grow the brand for the future.
It should be remembered that Modelez also owns the Mexican company Ricolino, after Bimbo group sold it for 27,000 million Mexican pesos in April 2022. The transaction was finalized in November of the same year and since then iconic brands such as Clown palette, Panditas, Duvalin, Bubulubu, Sweets Vero, Cajeta Coronado and Chocolates The Crownamong others, are now owned by the multinational corporation.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.