Buzz
In the near future, you might notice a change in Toblerone's packaging, as the manufacturer, Mondelez, has relocated part of its production outside of Switzerland. According to Swiss regulations, only dairy products entirely produced within the country can depict local landmarks on their packaging.The Matterhorn peak is one of Switzerland's most renowned landmarks, standing tall at nearly 4,500m in the Alps. Its distinctive pyramid-like shape makes it easily recognizable and a symbol of the nation. As per the 2017 law, food products labeled 'made in Switzerland' must contain at least 80% domestically sourced raw materials, with most processing also taking place within the country. For dairy and dairy-derived products, this requirement is 100%, except for certain ingredients not locally available, like cocoa.
The Matterhorn Peak
The history of this chocolate variant dates back to 1908 when Theodor Tobler, the founder, merged torrone, meaning nougat with almonds, to create the Toblerone brand, sold in the capital Bern. Hence, when Mondelez, an American confectionery company, announced its acquisition in 2012 and subsequently reduced the weight from 170g to 150g by straightening the angles in 2016, it irked many. Now, as the company shifts production to Slovakia by the end of this year and discontinues the iconic Matterhorn emblem, it undoubtedly evokes a sense of nostalgia for a traditional local brand.
According to a spokesperson from Mondelez, the new packaging will sport a modern style while still evoking the renowned triangular peak of Matterhorn. It is expected that the text on the packaging will read 'established in Switzerland' instead of the current 'made in Switzerland.' It remains unclear whether this transition will affect revenue, as products bearing the Made in Switzerland label typically command prices 20% higher than similar items, with luxury goods seeing a markup of up to 50%!
