CONFECTIONARY
Why is Toblerone changing its logo?
The iconic chocolate bar from Switzerland is bidding farewell to those mountain peaks, but what could have caused such a decision?
The Matterhorn, an iconic snowy peak that is part of the Swiss Alps, is not only one of the highest points in Switzerland but also one of the most majestic. Tourists from around the world flock to the country every year to witness its grandeur firsthand. However, even those who have never visited the region have seen at least an image of the Matterhorn, thanks to its association with the famous Toblerone chocolate bar.
Toblerone says goodbye to the mountain
Toblerone, a century-old Swiss chocolate brand known for its distinct sweet flavor, has been using the Matterhorn as its logo for years. However, the brand is no longer produced in Switzerland, as it is now owned by Mondelez, a North American company. In a bid to reduce production costs, Toblerone has shifted its manufacturing from Switzerland to Slovakia, where it is cheaper to process. Unfortunately, this decision has cost the brand its distinctive corporate image, as Switzerland has a law that dictates that a product can only claim to be Swiss-made or use Swiss national symbols if at least 80% of its raw materials are native to Switzerland.
In other news:
Toblerone had previously met this requirement, but the move to Slovakia means that it will no longer qualify. As a result, the iconic Matterhorn will no longer be printed on the mustard-colored cardboard packaging that surrounds the chocolate bar, as Toblerone abandons its logo, one that had also seemed to have an animal appearance.
Switzerland takes its food very seriously, especially chocolate, which is one of the most prestigious and widely sold in Europe. As such, the country is very strict about the granting of its denomination of origin for food. Nostalgists out there will shed a tear at this news, almost as if the country’s national flag loses its big plus. The good news, of course, is that the flavour should remain unchanged, and the brand will continue to be enjoyed by chocolate lovers worldwide. Just watch out for roof-of-mouth injuries if it’s been in the fridge too long!