Toblerone bars melt away as the Matterhorn mountain rises

Once in our life we already tasted or tried the famous toblerone. Its triangular shape and nougat inside  made an impact on all of us. It made it unique in our eyes and stuck to our mind until now.In the packaging you will see Switzerland's famous Matterhorn but unfortunately we might not see it anymore and here is why.

Toblerone is replacing the Matterhorn mountain on its packaging to comply with "Swissness" laws, sparking heated debate in Switzerland.

"We have to adapt our packaging to the Swissness legislation," a Mondelez spokeswoman told AFP.

"The pack redesign introduces a modernised and streamlined mountain logo, in line with the geometric and 'be more triangle' aesthetic."

However, the bear of Bern, symbol of the city, will still be hidden in the new mountain's contours.

"More and more people will see the brand's exciting new visual identity and packaging design, as it started to be rolled out across markets from Q3 2022," the spokeswoman said.

A total of 120 countries receive 97% of the 7 billion chocolate bars that Toblerone produces each year. The name of the product is a pun on the words tobler and "torrone," the Italian word for honey-almond nougat. Although Michael Kamm, owner of the communications firm Trio, argued that the brand was "very well established," the Tribune de Geneve newspaper questioned whether it was "commercial suicide" for Toblerone.

Olivier Furrer, a marketing professor at Fribourg University, added that since the Matterhorn is a source of national pride for the Swiss, it is particularly significant to them. The news comes after another blow to Swiss pride last week when a US appeals court ruled that the term "gruyere" cannot only be used to describe cheese made in France or Switzerland but also other types of cheese that are commonly labelled as such.