Toblerone, one of the world’s best-known chocolate brands, is dropping its iconic image of the Matterhorn prominently displayed on its packaging.
The Swiss milk chocolate company’s the long-time logo can no longer be used, the company confirmed Sunday.
Toblerone was created in the Swiss city of Berne in 1908, with its distinctive shape reportedly inspired by his mountainous homeland and the Matterhorn.
Mondelez International, the U.S. company that owns Toblerone, Oreo, Ritz Crackers, and other food brands, is shifting part of its production to Slovakia starting in July.
The move, announced in June 2022, is aimed at cutting costs, according to the company.
Why is Toblerone dropping its logo?
Moving some production to Slovakia apparently violates Switzerland’s “Swissness Act,” which since 2017 has required products to meet certain criteria in order to use Swiss symbols (like the Swiss cross) or call themselves Swiss-made.
The Toblerone bars will continue to be partially produced in Switzerland, the company released in a statement to USA TODAY.
What will the new Toblerone look like?
The redesign of the packaging introduces a modernized and streamlined mountain logo that is consistent with the geometric and triangular aesthetic,” the company wrote.
“Other changes to the packaging also reflect Toblerone’s heritage: the font and brand logo are inspired by the Toblerone archives and include the signature of our founder Tobler,” the company’s statement read.
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The chocolate bar will keep its famous hidden bear.
“Berne plays a central role in Toblerone’s history and will continue to do so in the future. That is why we have invested significantly in Berne over the last five years to modernize the factory, increase productivity and competitiveness, and meet changing consumer needs smarter and faster.”
The investments, the company said, will enable it to increase production of 100g Toblerone bars in Berne in the medium to long term, ultimately producing 90 million additional 100g bars per year.
Natalie Neysa Alund covers trending news for USA TODAY. Reach her at nalund@usatoday.com and follow her on Twitter @nataliealund.
