Swiss chocolatier drops Matterhorn image on packaging

Toblerone chocolate will no longer feature the distinctive Matterhorn mountain peak on its packaging in order to avoid violating a Swiss law that protects national symbols, as the brand’s owner shifts some production out of Switzerland.

Mondelez International, the U.S. maker of Toblerone, said in a statement that it had to adapt its packaging to comply with Swiss law, and that it was making changes to its production to meet increased demand. The company will use a new mountain logo that retains a “geometric and triangular aesthetic,” a spokesperson said. Wording on Toblerone bars will also change to say “founded in Switzerland.”

The packaging change was reported earlier by the Swiss newspaper Aargauer Zeitung, which said that Mondelez would begin some production in Slovakia in July.

Under a “Swissness” law, national symbols can be used to promote chocolate only when the milk it contains is sourced exclusively from Switzerland, as well as 80% of all other raw materials too. For milk-based products, the processing and manufacturing must also take place in Switzerland, according to the law. There are exceptions for products like cacao, which is grown in humid climates.

The Matterhorn, the Alpine peak that is one of Switzerland’s most famous landmarks, standing at 14,692 feet, has appeared on Toblerone packaging since 1970, according to Mondelez.

David Stärkle, who oversees the enforcement of the Swissness legislation for the Swiss government, said it would be misleading for Toblerone to continue including an image of the Matterhorn, a symbol of Switzerland, on its packaging when some of its production was happening outside the country.

He said the goal is for consumers to know that when they purchase Swiss chocolate, the chocolate is, in fact, from Switzerland.

The Toblerone chocolate bar was created in 1908 by Theodor Tobler of Bern, Switzerland.