Matterhorn no more: Toblerone to change design under “Swissness” rules

Source: The Guardian [UK]

“The image of the Matterhorn mountain peak will be removed from Toblerone packaging after some of the chocolate bar’s production is moved outside Switzerland, meaning it falls foul of marketing restrictions relating to the use of Swiss iconography. The 4,478-metre-high (14,690ft) mountain, the nearly symmetrical pyramidal peak of which mirrors the shape of the almond-and-honey-laced chocolate bar, will be replaced with a more generic Alpine summit, said the confectionery brand’s US owner, Mondelez. … Toblerone packaging will now read ‘established in Switzerland,’ rather than ‘of Switzerland.’ ‘Swissness’ legislation introduced in 2017 restricts the use of the national flag’s white cross on a red background, as well as other indicators of Swiss provenance, in foodstuffs, industrial products and services.” (03/05/23)