No Switzerland, no Swissness, no Matterhorn: In the future, Toblerone will no longer be made exclusively in Bern. The US owner Mondelez partially relocates production to Slovakia.
As a result, traditional Swiss chocolate can no longer call itself “Swiss made” from July. This has decisive consequences for the design of the packaging. Toblerone no longer meets the Swissness criteria of the Institute for Intellectual Property.
According to these rules, national symbols such as the Swiss cross or the Matterhorn are taboo if the criteria are not met.
Toblerone replaces Matterhorn with modern mountain
In concrete terms, this means for Toblerone: You have to rethink your logo. As “CH Media” now writes, the Matterhorn will be replaced with a simple mountain.
Toblerone owner Mondelez explains, “The packaging redesign introduces a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic.” So just ONE mountain, not THE mountain. However, the Bernese bear should remain in the logo.
In future, the packaging will only say “established in Switzerland” instead of “of Switzerland”. So instead of from Switzerland: founded in Switzerland.
The change should also make itself felt in the Toblerone cash register: Mondelez expects large losses.
Bernese employees are demanding a hefty wage increase
But it’s not just the logo that causes problems internally. The employees of the factory in Bern are currently demanding a hefty wage increase: they want to earn a total of six percent more.
According to the report, the Bern factory has reached its limits. That is one reason for the decision to relocate parts of the production to Bratislava. Brands such as Milka and Suchard are also produced in the Mondelez factory there.
Toblerone has been manufactured in Bern and sold worldwide for over a hundred years. The fact that the chocolate triangle shape was based on the Matterhorn is just a legend.
However, since 1970 the Matterhorn has appeared on the packaging of the Toblerone, underscoring its Swiss identity.
Source : Nau.ch
