The first Toblerone bars without the Matterhorn logo go on sale

Toblerone has unveiled its new design, which eschews its iconic Matterhorn logo in favor of a generic mountain peak (Image: Getty)

Iconic chocolate brand Toblerone is furious after new packs went on sale without the candy’s Matterhorn summit image.

Patisserie Modelez International said they were forced to change the design to avoid breaking new Swiss laws restricting the use of images evoking the country’s likeness.

Production of the famous triangular chocolate will be relocated to Slovakia by the end of the year, and to comply with Swiss law, the distinctive Matterhorn peak has been removed from the packaging and replaced with a generic mountain peak.

But images scrutinized by customers online revealed that the brand has also made some other significant changes over time.

The first Toblerone bars without the Matterhorn logo go on sale

The Swiss chocolate brand had to rebrand after moving production to Slovakia (Image: Getty)

One of them included the removal of a bear rearing up on its hind legs, cleverly hidden within the Matterhorn design.

The bear supposedly symbolized the Swiss city of Bern – known as the “City of Bears” – where the original manufacture of the bars took place.

In addition, the packaging now says “established in Switzerland” instead of “in Switzerland”.

The Swissness Act, introduced in 2017, strictly regulates the use of Swiss flags, insignia, names and images.

Food may only be marketed as “Made in Switzerland” if 80 percent of the raw materials are home-grown and mostly produced in the country.

A spokesman for American confectionery giant Mondelez said: “The packaging redesign introduces a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”

Company officials added that they don’t think the design change will impact sales.


The new design features a more generic mountain peak and now reads “established in Switzerland” rather than “in Switzerland” (Image: Getty)

The Toblerone chocolate bar was invented in 1908 by chocolatiers Theodor Tobler and Emil Baumann.

Its distinctive triangular shape has been protected by law since 1909.

The aim of the revised “Swissness” law was to “prevent a dilution of the country’s reputation for high-quality goods”.

It was originally supported by Swiss farms and watchmakers who faced competition from low-cost manufacturers.

According to the law, at least 80% of the raw materials for food and 60% of the manufacturing costs for industrial products must be produced in Switzerland.

Confectionery giant Nestle was previously forced to ditch Swiss labels on some of its grocery products following the introduction of the rule.

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Justin Scaccy

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