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Toblerone to drop Matterhorn logo from packaging because of where it will now be made

Due to a change of where it is made, Toblerone will lose the image that depicts the Matterhorn mountain peak in its branding.

Nougat, honey and almonds will be the main ingredients of this chocolate bar. This is due to strict Swiss iconography rules.

Only milk-based products that are entirely made in Switzerland can be used in marketing under Swiss law.

Image No Matterhorn will be featured on the chocolate’s package

Matterhorn, at 4,478 metres (14,690ft), is located in the Swiss Alps. Its near-symmetrical peak mimics the triangle-shaped chunks found in a Toblerone bar.


According to Mondelez, its US owner, it will instead be used the peak of a generic mountain.

The packaging will change from its mountain to a new typeface. It will include the signature of Theodor Tobler, the founder.

A Mondelez spokesperson stated to Switzerland’s Aargauer Zeitung newspaper that the packaging redesign introduced a modernised mountain logo, which aligns with the triangular and geometric aesthetics.

They also stated that Toblerone packaging would now state “established in Switzerland” rather than “of Switzerland”.

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In 1908, the bar was first sold in Bern, Switzerland. The company remained independent until 1970 when it was merged with Milka.

Kraft eventually bought it out and then spun off to Mondelez, which in 2012 also produces Ritz crackers, Green & Black’s and chocolate.


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