March 17th 2023.
(Image Source: https://metro.co.uk) The Swiss chocolate bar was invented in 1908 and the iconic triangular shape has been legally protected since 1909
The recent redesign of Toblerone's packaging has generated fury among customers, as it no longer features the iconic Matterhorn logo.
Confectioners Modelez International stated that the change was necessary in order to adhere to Swiss laws restricting the use of imagery that evokes the country’s likeness.
The shift in design also removed the bear image that was cleverly hidden inside the Matterhorn design, which was said to symbolise the Swiss city of Bern – known as the ‘city of bears’ – where the original manufacturing of the bars took place.
The new design features a more generic mountaintop, and the packaging now reads ‘established in Switzerland’, rather than ‘of Switzerland’.
This change is a result of the Swissness act – introduced in 2017 – which was enforced in order to prevent the dilution of the country’s reputation for high-quality goods.
(Image Source: https://metro.co.uk) Mondelez International expressed that the change was necessary to comply with Swiss laws and the redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic
The new law requires at least 80% of raw materials used in food products to be produced in Switzerland, along with 60% of manufacturing costs for industrial products.
This has also impacted Nestle, who were forced to drop Swiss labels on some of its food products as a result.
It is unclear how this change in design will affect sales for the iconic Swiss chocolate bar.
However, Mondelez International expressed that the change was necessary to comply with Swiss laws, and the redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic of the Toblerone chocolate bar.
(Image Source: https://metro.co.uk)
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