Toblerone forced to change logo due to its un-'Swissness'

Source: Money Review

The most famous mountain in Switzerland is no longer appropriate for Toblerone to use on its packaging. Due to its decision to relocate a portion of its production to the Slovakian capital, Bratislava, this year, US company Mondelez, which owns the Toblerone chocolate brand, is being forced to alter its packaging. Toblerone is breaking the "Swissness" marketing laws with this modification.

Therefore, the packaging for Toblerone moving forward will feature a mountaintop design rather than the Matterhorn."

A Mondelez spokesman told the Swiss newspaper Aargauer Zeitung that the packaging redesign "launches a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic," according to the Washington Post. Instead of "(product) of Switzerland," the box's distinctive triangular shape will read "founded in Switzerland."

Due to these regulations, Toblerone can no longer link its name to the most well-known Swiss mountain.

Businesses must demonstrate that their goods meet the requirements of the "Swissness" law, which has been in effect in the nation since 2017, in order to be granted the right to use the "Swiss" label, which has historically been connected to high-end goods like Swiss watches.

Swiss officials then cited research indicating that a product's association with Switzerland can raise its price by up to 20%, or even more if it is a luxury item. In this context, it was established that the 'Swiss' label is desired, but its misuse, both in Switzerland and abroad, harmed its credibility.

To be considered 'Swiss-made,' food products must be made from at least 80% Swiss raw materials, according to the new rules. 100% Swiss raw material is required for dairy products and milk. (Cocoa is not included because it is a natural material that cannot be produced locally).

Because of these rules, Toblerone can no longer associate its name with the most famous of the Swiss mountains - the Matterhorn. According to the company's website, the famous triangular shape of the chocolate, which has been in use for over a century, was inspired by the shape of the Matterhorn, which was Theodor Tobler's hometown. Toblerone, which is made from Swiss milk, honey, and almond nougat, was first sold in Bern in 1908, and the Matterhorn has appeared on the packaging since 1970.

Toblerone made headlines in 2016 when it changed the design of its chocolate, widening the gaps between the triangular pieces in an attempt to cut costs. After receiving harsh criticism, the company returned to its original form two years later.

However, Switzerland is not the only country concerned about product authenticity. Last week, a US court ruled that the name "Gruyere" is a common term for cheeses produced in the US and can be used by producers outside the Gruyère region of Switzerland and France.