Why did Toblerone change the iconic image of the mountain on its pack?

(CNN) — Toblerone bars, sold in more than 100 countries, will no longer be considered Swiss chocolate: the company that owns the brand will shift part of its production from Switzerland.

The beak-shaped chocolate made with honey and almond nougat will also lose the iconic image of Mount Cervino (or Matterhorn) that appears on its packaging, after Toblerone maker Mondelez decided to move part of its production to Bratislava, the capital of Slovakia.

“For legal reasons, the changes we are making to our product require us to adjust our packaging to comply with Swiss law. We have removed our Swiss (chocolate) claim from the front of the Toblerone package and changed the description from ‘Made in Switzerland’ to ‘Founded in Switzerland,'” a Mondelez spokesperson said. told CNN.

Under a Swiss law passed in 2017, the country’s national symbols and cross cannot be used on products that do not meet the “Swiss origin” criteria.

The law requires that foods that claim to be “Swiss made” must be made with 80% of ingredients from Switzerland, which increases to 100% in the case of milk and milk products. Essential processing must also take place in the country, except for natural products that cannot be sourced from Switzerland, such as cocoa.

The new Mondelez packaging will include “a new distinctive Toblerone typeface and logo” and the signature of Theodor Tobler, the spokesperson added. Tobler created the chocolate bar in 1908 with his cousin Emil Baumann, according to the Mondelez website.

“Bern is an important part of our history and will continue to be so in the future,” the official concluded.

A Swiss government website for small businesses cites “several studies” that show the “Swiss brand” can make up to 20% of the selling price of some products, and up to 50% for luxury goods, compared to similar products in other countries.

The “Swiss of Origin” law is intended to protect the value of the country’s label, the website said.