Toblerone is reportedly removing the Matterhorn mountain peak from its packaging due to production changes.
The removal of the Matterhorn from the packaging is to ensure the brand does not violate Switzerland’s Swissness Act.
The brand is moving some production outside of Switzerland.
Swissness Act
The Swissness Act prevents national symbols and Swiss crosses from appearing on non-Swiss products.
"The new 'Swissness' legislation, therefore, strengthens protection for the 'Made in Switzerland' designation and the Swiss cross.
"It helps prevent and curb their misuse, so that the value of the 'Swiss' brand can be preserved," the Swiss Federal Institute of Intellectual Property states.
'Established In Switzerland'
The new packaging will state 'established in Switzerland' instead of 'of Switzerland'.
The design of the packaging will change to a 'modernised and streamlined mountain logo.'
Toblerone was acquired by confectionery giant Mondelēz International in 2012.
Mondelēz International
Mondelēz International whose portfolio includes other household name such as Cadbury and Oreo recently moved part of the production of Toblerone bars to Bratislava, Slovakia.
It is believed that this means that the company no longer meet the requirements to use the Matterhorn on their packaging.
The Swiss chocolate bar is made with honey and almond nougat.
Created in 1908 by Theodor Tobler, Toblerone is now available around the world.
Read More: Cadbury Maker Mondelēz Tops Quarterly Estimates As Snack Demand Holds Up
News by Reuters, additional reporting and edited by Donna Ahern, Checkout. For more A-brand news, click here. Click subscribe to sign up for the Checkout print edition.
