The mountain in Toblerone logo? No more!

Did you know that Toblerone is removing this iconic ‘mountain’ from its logo? The iconic swiss mountain Matterhorn known for its almost perfect pyramid shape has been on Toblerone’s official logo since 1960!

Mondelēz International’s Toblerone has taken keen sense in being a Swiss brand (with the tagline ‘of Switzerland’) historically. Previously all of Toblerone’s production used to happen in Switzerland. Mondelez disclosed last year that it planned to move some Toblerone production to the Slovakian capital of Bratislava- thereby not being a 100% switz, which will make it change its tagline to ‘Established in Switzerland’.

Also under the Swissness Act, national symbols and the famous swiss crosses aren’t permitted on product packaging unless the brand meets certain requirements.

What exactly is the Swissness Act, you ask?

The act stipulates that foodstuffs using Swiss national symbols or claiming to be “Swiss made” must have at least 80% of the product’s raw materials come from Switzerland and 100% for milk and dairy products. Essential work to produce a Swiss made product must also take place in Switzerland. Exceptions are made for raw materials not found in Switzerland, such as cocoa.

With Toblerone starting its production in Bratislava, they are forced to replace the famous Matterhorn to a ‘generic’ mountain on its packaging!

Do you think this will affect the brand’s perception?