This is what the new Toblerone packaging (without the Matterhorn) looks like

Now it is clear what the new Toblerone looks like. It has retained its world-famous triangular shape, but the logo and seal of origin have changed. The Matterhorn, which has graced the packaging for decades, has been replaced by an “anonymous”, stylized mountain. The inscription “Toblerone of Switzerland” is also a thing of the past. Now it says “Established in Switzerland 1908”.

Toblerone belongs to the American group Mondelez International, but has always been produced in Bern-Brünnen, Switzerland. Due to the huge demand, the factory reached its capacity limits, as Mondelez announced last year, expanding production to a factory in Bratislava (Slovakia).

However, now Switzerland is very concerned about the protection of its products – and that had consequences for the packaging.

Since 2017, the guidelines for the origin of luxury foods and foodstuffs (the “Swiss” law) determine when a product may be labeled as Swiss. With the Toblerone, the conditions were no longer guaranteed because the production location was moved abroad.

In this case, this also meant that no Swiss national symbol – such as the Matterhorn – could be displayed anymore. Although the chocolate factory in Bratislava will only start work in the summer, the Toblerone is already arriving in supermarkets in a new guise.

Mondelez does not believe the changed appearance will affect sales. Marketing expert Stefan Vogler told the CH Media newspapers that most consumers will continue to view the Toblerone as a Swiss brand.

But if there is no longer a «Swissness factor», then there is a Bern factor: the bear that used to hide in the rough rocky edges of the Matterhorn is now hiding in the new, simple mountain. It is the symbol of Bern, where the Swiss chocolatiers Theodor Tobler and Emil Baumann invented the Toblerone in 1908. (t-online, stupid)