In the Alps between Switzerland and Italy, the iconic Matterhorn mountain top will no longer be featured on the packaging of Toblerone chocolate bars.
The chocolate brand’s parent company, Mondelez International confirmed to the Swiss outlet Aargauer Zeitung, that the chocolate brand’s packaging will feature a more geometric “streamlined mountain logo” that fits with the package shape’s triangular design.
The effort, however, is also being characterized as not wanting to violate Switzerland’s 2017 Swissness Act, enacted in 2017.
The law aims to “curb” the “misuse” of Swiss products, which are “also being used by free riders more frequently.”
The Swiss Federal Institute of Intellectual Property, said, “The new ‘Swissness‘ legislation strengthens the protection of the ‘Made in Switzerland‘ designation and the Swiss cross. By preventing and curbing their misuse, the value of the Swiss brand can be preserved for years to come.”
According to Semafor, Mondelez announced last year that it would outsource some of its production to Bratislava to reduce costs.
There was no immediate word on what the changes in production would mean for the Toblerone factory in Bern, Switzerland.