An Iconic 115-Year-Old Chocolate Brand Is Forced to Change Its Look — Here's Why

The unique, peak-shaped chocolate bar was invented in 1908.

learn more about Amanda Breen

By Amanda Breen

picture alliance | Getty Images

Toblerone, the peaked, Mondelez-owned chocolate bar made with honey and almond nougat, can no longer say it's Swiss-made.

As a result of Switzerland's Swissness Act, which passed in 2017 and prohibits national symbols and the Swiss cross from appearing on products that don't meet "Swissness" standards, Toblerone, which is moving some of its manufacturing to Slovakia, will lose its "Swiss" label and the Matterhorn outline on its packaging, CNN reported.

Related: Here's Why This Entrepreneur Gave Up Leadership of Her Successful Chocolate Company

Toblerone founder Jean Tobler opened the brand's first confectionery shop in Bern, Switzerland in 1868, per the chocolate maker's website. In 1908, Tobler's son Theodor and his cousin Emil Baumann discovered white nougat and invented the unique chocolate bar.

The Swissness Act requires food products to be produced with 80% of their raw materials sourced from Switzerland to be designated "Swiss-made," but that figure jumps to 100% for milk and dairy products.

"Essential processing" must also take place in the country, not including natural products that cannot be sourced there, like cocoa, per CNN.

Related: There's No Business Like the Chocolate Business

A spokesperson for the brand told the outlet that Mondelez's new packaging includes a "distinctive new Toblerone typeface and logo" and the signature of Theodor Tobler.

Amanda Breen

Entrepreneur Staff

Features Writer

Amanda Breen is a features writer at She is a graduate of Barnard College and recently completed the MFA in writing at Columbia University, where she was a news fellow for the School of the Arts during the 2020-2021 academic year. 

Related Topics

Editor's Pick

These Sisters Quit Their Jobs Mid-Pandemic to Risk It All for Their Brand. Now They're Not Only Thriving, But Working to End the Cycle of Poverty in South Africa.
Warren Buffett and Partner Charlie Munger Reveal Their Best Business Advice for 2023
What You Should Actually Do If You're Accused of Gaslighting
The Viral Brand Behind Soaring Searches for 'Female Body Hair' Still Gets Up Close and Personal After Its $310 Million Sale
Find Out Which Brands Have Ranked on the Franchise 500 for Longest, Earning a Spot in Our New 'Hall of Fame'
Business News

FBI Investigating Woman's Death on a Carnival Cruise

The Federal Bureau of Investigation announced Sunday that it is looking into a 'suspicious death' in February on the Carnival Sunshine.

Business News

Carnival Cruise Wants Passengers to Have Fun in the Sun — But Do This, and You'll Get Burned With a New $500 Fee

The cruise line's updated contract follows a spate of unruly guest behavior across the tourism industry.

Business News

Man Charged Over Stabbing and Attempted Door Opening on United Airlines Flight

Francisco Severo Torres allegedly tried to stab a crew member with a broken spoon.

Business News

Honeymoon Couple Says They Were Stranded At Sea by Snorkeling Company. 'They Were So Scared.'

The newlyweds sued Sail Maui for leaving them behind in deep choppy water for two hours.

Business News

'My Brain Is Literally Going To Explode': Viral Video Sparks Debate Over Whether or Not Renters Should Tip Landlords

A TikTok is making its rounds showing a mock scenario where a tenant is asked to give a tip to their landlord.