Home » Toblerone climb down on Matterhorn logo prompts calls for similar ‘Britishness’ legislation

Toblerone climb down on Matterhorn logo prompts calls for similar ‘Britishness’ legislation

in 2017 a ‘Swissness’ legislation was introduced that restricts the use of the national flag’s white cross on a red background, as well as other indicators of Swiss provenance, in foodstuffs, industrial products and services. For foodstuffs to market themselves as ‘made in Switzerland’, 80% of the raw ingredients must be sourced from the country and the majority of processing take place there. For milk and milk-based products, the required quota is 100%, with exceptions for ingredients that cannot be sourced from Switzerland, such as cocoa.

The imposing Matterhorn mountain. Pic: beautifulworld.com

Toblerone has been produced in the Swiss capital, Berne, since 1908, whose heraldic animal – a bear – is hidden inside the Matterhorn’s image on the packaging. The 4,478-metre-high (14,690ft) Matterhorn mountain, the nearly symmetrical pyramidal peak of which mirrors the shape of the almond-and-honey-laced chocolate bar, will be replaced with a more generic Alpine summit, said Mondelēz International, which has owned Toblerone since 2012.

It announced from the end of 2023 it would move some of the production to its plant in Slovakia, where it also produces the Milka chocolate brand originally made in Switzerland. “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic​,” a Mondelēz spokesperson told local media. Toblerone packaging will now read ‘established in Switzerland’, rather than ‘of Switzerland’.

PRONATEC Swiss Cocoa Production is the first company in Switzerland that produces all three semi-finished cocoa products such as mass, butter and powder in Switzerland, all certified organic, for business customers and private lables. Its own  AMARRÚ chocolate brand is available from organic Swiss shops, health food stores and its chocolate bars and truffles are made in Switzerland and organic and Fairtrade certified.