Toblerone is set to remove the Matterhorn mountain peak from its packaging when some of the chocolate’s production is moved from Switzerland to Slovakia.
The pyramid-shaped bar, which mirrors the Alpine peak, will undergo a labelling revamp and include its founder’s signature, its maker said recently.
US firm Mondelez said the image of the 4,478m (14,692 ft) mountain will be replaced by a more generic summit. Strict rules have applied about “Swissness” since 2017.
They state that national symbols are not allowed to be used to promote milk-based products that are not made exclusively in Switzerland. For other raw foodstuffs the threshold is at least 80 per cent, BBC reported.
Mondelez said it was moving some production outside of the country to “respond to increased demand worldwide and to grow our Toblerone brand for the future”.
It said its new packaging would include a “distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature”.
Studies at the time showed a Swiss association can add as much as 20 percent to the price tag of a product, or even more for luxury items.
Officials said the label had been “much coveted and misused,” at home and abroad, in a way that was damaging to its credibility.
Therefore, Switzerland state that national symbols are not allowed to be used to promote milk-based products that are not made exclusively in the country. Other raw food products have a threshold of at least 80 percent.
In 2016 Toblerone saw a controversy when it changed the design of the chocolate bar to space out the distinctive triangular chunks in a bid to keep down costs. After much criticism the company reverted to the original shape two years later.
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