Swiss chocolate maker removes Matterhorn insignia due to production shift
Chocolate bar will feature a generic peak and ‘founded in Switzerland’ wording on the packaging
Swiss chocolate brand Toblerone will remove the iconic Matterhorn mountain peak from its logo and packaging due to a shift in production location.
Now the plant is operating in Slovakia. The new country will produce the nougat, almonds, and honey chocolate bar.
The Matterhorn emblem will be removed due to strict regulations on the use of Swiss iconography. Swiss legislation only permits milk-based products wholly produced in Switzerland to use national symbols, such as the nearly symmetrical peak of the 4,478-metre-tall (14,690-foot) Matterhorn, which resembles Toblerone’s triangle-shaped pieces.
The updated packaging will feature a generic mountain peak and new typeface with founder Theodor Tobler’s signature.
