Toblerone drops iconic design for smaller bars due to rules on ‘Swissness’

The packaging change affects 35- and 50-gram bars that will be made in Slovakia. Larger, 100-gram bars will still be produced in the Swiss capital

The makers of Toblerone are stripping images of Switzerland’s famed Matterhorn and the Swiss flag from the packaging of the milk-chocolate treat as they move some production to Slovakia.

“The redesign of the packaging introduces a modernized and streamlined mountain logo that is consistent with the geometric and triangular aesthetic,” Mondelez spokeswoman Livia Kolmitz said in an email. The packaging change affects 35- and 50-gram bars that will be made in Slovakia: Larger, 100-gram “tablets” will still be produced in Bern, the Swiss capital, the company says.

The chocolate bar, made of honey and almond nougat, is distinctive for its triangular “peak” shape that evokes a mountain range and matching triangular packaging – sold in scores of countries and duty-free shops around the globe.

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