Toblerone Can Afford To Abandon The Matterhorn

Date

3/10/2023 2:33:55 PM

(MENAFN- Swissinfo) Unbegrenzt Verfuegbar

You can tell how much someone loved something by how upset they are to lose it. When Mondelez announced this week that it was replacing the Matterhorn symbol on its Toblerone chocolate bars with“a modernised and streamlined mountain logo”, it did not sound that bothered.

This content was published on March 10, 2023 March 10, 2023 minutes John Gapper, financial Times

The US confectionery and snacks group has to change the packaging of its triangular bars because it is moving some of its production from Bern to Bratislava in Slovakia. It can no longer use“Made in Switzerland” or national symbols. The“Swissness” rules dictate that Swiss chocolate must be made there, entirely from the milk of Swiss cows.

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While Toblerone has fought with rivals to stop others producing triangular bars, it ceded its Swissness without a struggle. It prefers to expand in Bratislava to meet what it calls“an increasing demand for personalised and diverse products” globally than to remain entirely in Bern, where Jean Tobler built his chocolate factory in 1899.

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