Toblerone’s Iconic Matterhorn Mountain Removed from Packaging in Response to Swiss Legislation

Toblerone, the iconic Swiss chocolate bar, is making changes to its packaging in response to Swiss legislation. The U.S. owner of Toblerone, Mondelez, has decided to shift some of its production to Slovakia, and as a result, the packaging will no longer feature Switzerland’s iconic Matterhorn mountain.

The Swissness Act, which passed in 2017, requires any product using “Swissness” to advertise a product or service to meet a set of origin criteria. This includes the flag, references to cities such as Geneva, or in this case the famed mountain in the Alps known for its neat pyramid shape.

In addition to removing the Matterhorn mountain from its packaging, Toblerone will also remove a reference to it being “Swiss chocolate,” instead declaring it, “Established in Switzerland in 1908.” A Mondelez spokesperson told CNN, “We have removed our Swissness claim from the front of the Toblerone pack and changed our description ‘of Switzerland’ to ‘established in’.”

The peak-shaped treat made with honey and almond nougat has been a staple of Swiss culture since 1908, and the changes to its packaging are a result of Mondelez’s decision to shift some of its production to Slovakia. The new packaging will still feature the iconic triangular shape, but without the Matterhorn mountain, it will no longer be considered a “Swiss” product.

The changes to Toblerone’s packaging are a result of the Swissness Act, which requires products to meet a set of origin criteria in order to be considered “Swiss.” The iconic Matterhorn mountain will no longer be featured on the packaging, and the company will also remove a reference to it being “Swiss chocolate.” Despite the changes, Toblerone will still be the same delicious treat it has always been.