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Toblerone Revamps Packaging to Emphasize Swiss Heritage
The iconic triangular chocolate bar, Toblerone, is updating its packaging design a year after facing scrutiny over its “Swissness.” The move comes as the brand was previously prohibited from featuring the famed Swiss Matterhorn mountain on its wrappers due to a relocation of production partially outside of Switzerland.
Packaging Change Follows Swiss Origin Debate
Regulations surrounding the use of Swiss national symbols on product packaging stipulate that the Matterhorn image, a protected national emblem, can only be displayed if stringent Swiss criteria are fulfilled. According to reports, legislation enacted in 2017 restricts the use of the iconic mountain on products failing to meet specific requirements. Swiss law dictates that food items employing Swiss national symbols or marketed as “Swiss made” must derive at least 80% of their raw ingredients from Switzerland. This benchmark elevates to 100% for milk and dairy-based goods.
Investment in Swiss Manufacturing Reinforces Brand’s Roots
However, Toblerone recently announced a significant £60 million investment in its production facility located in Bern, Switzerland. Consequently, the revised packaging will now incorporate a Swiss flag, explicitly highlighting the brand’s national origins and rich heritage.
Executive Statements on Brand Growth and Swiss Expertise
Iain Livingston, President of Toblerone & World Travel Retail, conveyed optimism about the brand’s future, stating, “Toblerone is recognised as one of the world’s most celebrated chocolate brands, possessing considerable global potential.”
Livingston further elaborated, “Our state-of-the-art center in Switzerland, the source of our brand’s identity and chocolate mastery globally, is paramount to the brand’s strategic objective to excel within the premium confectionery sector.”
Bern Plant Undergoes Modernization for Increased Output
Established in Switzerland in 1908, Toblerone has become synonymous with superior Swiss chocolate craftsmanship and quality.
Over many years, the brand has solidified its position as a beloved confectionery treat, with numerous consumers appreciating the distinctive triangular shape of the snack.
Tim Spickenbaum, Director of the Bern production plant, commented on the developments: “Our facility has served as a pivotal element of Toblerone manufacturing for decades.”
“Currently, our production averages four million Toblerone units per production day. We are incredibly enthusiastic about the planned upgrades and investments, which will not only expand our production capabilities but also strengthen Bern’s central role as the home and heart of this triangular brand icon,” Spickenbaum concluded.