Toblerone is to remove the Matterhorn mountain peak from its packaging when some of the chocolate's production is moved from Switzerland to Slovakia.
US firm Mondelez said the image of the 4,478m (14,692 ft) mountain will be replaced by a more generic summit as the chocolate will no longer fall under the strict rules of "Swissness".
They state that national symbols are not allowed to be used to promote milk-based products that are not made exclusively in Switzerland.
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Scooped by
Graham Watson
onto IB Business Management March 7, 2023 2:22 AM
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An interesting story about offshoring and the implications of this for the Toblerone brand, as they are no longer able to use the Matterhorn image on its packaging.
Mondelez are going to start producing the iconic chocolate in Slovakia, but in doing so they are unable to advertise its "Swissness". Will it affect the popularity of the brand though?