Toblerone has announced a change to its instantly recognisable packaging. This comes a year after it faced controversy over how “Swiss” the chocolate is. Toblerone was banned from using the image of the Swiss Matterhorn mountain on its packaging after it announced it was moving production from Switzerland to Bratislava in Slovakia.
The mountain peak on packaging can only be used if it meets Swiss criteria as it is a national symbol, reports Daily Mail. In 2017, legislation was passed that bans the use of the mountain on anything which fails to meet this criteria. The Swiss act specifies that edibles using Swiss national symbols or claiming to be 'Swiss made' must contain at least 80% of the product's raw materials come from Switzerland. This increases to 100% for milk and dairy products.
However, today, Toberlone said it was investing £60 million into its manufacturing plant in Bern, Switzerland. As a result, the packaging will now feature a Swiss flag which will emphasise the brand’s heritage.
Iain Livingston, president, Toblerone & World Travel Retail, said: “Toblerone is one of the most famous chocolate brands in the world with tremendous potential.”
He added: “Our centre of excellence in Switzerland, from where we proudly bring our brand and chocolate expertise around the world, is key to the brand's growth ambition to win in the premium segment.”
Toblerone was created in 1908 in Switzerland and has become a symbol of Swiss chocolate excellence.
Over the years, the brand has become an iconic sweet treat with many chocolate lovers enjoying the triangle shaped snack.
Tim Spickenbaum, director of the production facility in Bern, said: “Our plant has been a cornerstone of the Toblerone production for decades.
"Already today we manufacture on average four million Toblerone products per production day.
“We are therefore delighted about the planned modernisations and investments, which will not only enhance our manufacturing capacity but also solidify Bern's position as the home and heart of the triangular brand icon.”
