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.
Mondelez International of Deerfield, Illinois, which owns the Swiss-born brand, said Monday that it's in the process of adapting the packaging of Toblerone products to conform with strict rules in Switzerland about how products qualify for the coveted “Swissness” moniker — perceived by some as a standard of quality.
In June, the company announced plans to outsource production of some Toblerone chocolates later this year to Bratislava, the Slovak capital — where wages and the cost of living are far lower than in wealthy, expensive Switzerland. A law on “Swissness” of products was adopted in 2017 and aims to protect the cachet of Swiss manufacturing. When it comes to foods, two criteria have to be met: At least four-fifths of the raw materials that go into the product have to come from Switzerland, and the processing that gives a product its “essential characteristics” must be carried out in Switzerland.
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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
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Toblerone barred from using the iconic Swiss mountain on its logoThe image of the Matterhorn mountain peak will soon disappear from the packaging of Toblerone chocolate bars.
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Toblerone barred from using the iconic Swiss mountain on its logoThe image of the Matterhorn mountain peak will soon disappear from the packaging of Toblerone chocolate bars.
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Toblerone barred from using the iconic Swiss mountain on its logoThe image of the Matterhorn mountain peak will soon disappear from the packaging of Toblerone chocolate bars.
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Toblerone barred from using the iconic Swiss mountain on its logoThe image of the Matterhorn mountain peak will soon disappear from the packaging of Toblerone chocolate bars.
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Toblerone can no longer claim to be Swiss-madeToblerone bars, sold in over 100 countries, can no longer be called Swiss chocolate because the brand's U.S. owner is moving some production out of Switzerland.
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