If you adore Toblerone chocolate bars in all their deliciousness, you might need to develop a new concept of geography. The candy is no longer distinguishable as Swiss because some of it is made in… Bratislava.
Also, the bars’ distinctive design will no longer include those Swiss Alpine peaks. It’s basically a completely new brand identity.
Toblerone is not altering the chocolate in any way
According to sources, the move resulted from a law passed in Switzerland in 2017 known as the Swissness Act, which establishes requirements for businesses that wish to utilize national symbols or make claims that something was created in Switzerland.
The spokeswoman did disclose that some production had been moved to Bratislava, Slovakia’s capital, “to create additional capacity.”
The brand identity and packaging changes were also discussed by the representative. “For legal reasons, we have to adapt our packaging to the Swissness legislation and, among other things, remove the Swissness notice on the front of the Toblerone pack,” the spokesperson said.
The new packaging will include the signature of Theodore Tobler, who helped create the chocolate bar in 1908.
There is no news that Toblerone is altering the chocolate in any way. Yet, some Toblerone lovers are disturbed by the announcement that the bars will no longer be able to claim the Swiss connection.
