If I think of Toblerone I instinctively think of mountains (although I also think of airports, but that’s another topic). In part it is due to the very shape of the chocolate bar, with those ounces in the form of mountains of delicious chocolate but, without a doubt, also to the iconic mountain that is seen on its packaging.
If it happens to you like me, I’m sorry to tell you that you’re going to have to say goodbye to the traditional image of Toblerone that has accompanied us until now. The reason? Swiss laws and the decision of the Toblerone brand to expand its business into new territories.
I explain. That mountain that we see in the left corner of the Toblerone wrapper It is, neither more nor less, the Matterhorn, the famous Swiss mountain. The one who sent that image, along with the phrase “Swiss dark chocolate” (Swiss dark chocolate) is clear: “we are a Swiss chocolate. The fame of Swiss chocolates accompanies and endorses us”.
The problem is that Toblerone has decided to open a new plant in Bratislava, Slovakia. The reason they have used to do so is to satisfy the greatest global demand and this clashes with Swiss legislation that seeks to protect national symbols.
The law, approved in 2017, establishes that, for a product to be sold as Swiss, and to carry elements that identify it with that country on the packaging, four fifths of the raw materials of said product must come from Switzerland. And, in Toblerone’s case, they wouldn’t anymore.
So we will have to say goodbye to the iconic mountain. Besides, Toblerone will be forced to change the message from “from Switzerland” to “Founded in Switzerland” and you will also have to say goodbye to the Bern bear that, although less recognizable, is also present on the packaging.
Photos | Morgan Thompson and Safwan CK on Unsplash
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