Toblerone is to lose the Matterhorn summit image of its brand image due to a change in where it is made.
The chocolate bar, made of nougat, almonds and honey, will now be mainly made in Slovakia, which means that due to strict rules on the use of Swiss iconography, it must abandon its classic logo.
According to Swiss legislation, only milk-based products produced entirely in Switzerland can use national symbols in their marketing.
The 4,478-meter (14,690-foot) Matterhorn sits in the Swiss Alps, with its nearly symmetrical peak mimicking the triangle-shaped chunks in a Toblerone bar.
Instead, a more generic mountain top will be used, according to its American owner, Mondelez.
Not only will the mountain on the packaging change, but there will also be a new typeface, and it will feature the signature of its founder, Theodor Tobler.
A spokesperson for Mondelez told Swiss newspaper Aargauer Zeitung: “The redesigned packaging introduces a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
They added that Toblerone packaging will now state “established in Switzerland”, rather than “from Switzerland”.
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The bar first went on sale in the Swiss capital of Bern in 1908, with the business remaining independent until 1970, when it merged with the company that made Milka.
It was eventually acquired by Kraft, then spun off to Mondelez in 2012, which also makes Ritz crackers and Green & Black chocolate.
