TOBERLERONE TO CHANGE ITS ICONIC SIGNATURE TRADEMARK
Written by Lola Narawa on March 6, 2023
For years the Swiss chocolate has been known for its iconic trademark triangular shape and the Matterhorn Mountain peak.
The pyramid-shaped bar, which mirrors the Alpine peak, will undergo a labelling revamp and include its founder’s signature, its maker said.
US firm Mondelez said the image of the 4,478m (14,692 ft) mountain will be replaced by a more generic summit.
Strict rules have applied about “Swissness” since 2017.
In a statement to BBC, Mondelez said it was moving some production outside of the country to “respond to increased demand worldwide and to grow our Toblerone brand for the future”.
It said its new packaging would include a “distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature”.