Toblerone, a chocolate brand owned by U.S. company Mondelez, will be removing the Matterhorn mountain peak image from its packaging. This decision comes as the company plans to move some of its production outside of Switzerland, which has strict regulations on the use of national symbols. The Matterhorn image was introduced in 1970, replacing a bear and eagle image that represented the chocolate bar’s creation in Bern in 1908. A spokesperson for Mondelez said the updated packaging will feature a modernized and streamlined mountain logo that aligns with the brand’s geometric and triangular aesthetic. The packaging will now read “established in Switzerland” instead of “of Switzerland” to reflect the company’s production changes. In place of the Matterhorn image, the new packaging will include a distinctive Toblerone typeface and logo that draws inspiration from the brand’s archives and the signature of its founder, Tobler. This move comes after Switzerland passed legislation in 2017 that restricts the use of national symbols on food and industrial packaging.
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