Toblerone Has Been Banned From Using Iconic Mountain Logo On Its Packaging

Toblerone has been banned from using its iconic mountain logo on its product packaging.
Credit: Alamy

Toblerone has been banned from using its iconic mountain logo on its product packaging.

Toblerone was founded in 1908 in Bern, Switzerland, and is well known for its distinctive shape.

The bars are a series of joined triangular prisms with lettering engraved on each piece.

And while the chocolate’s packaging is immediately recognisable – it’s about to undergo a forced change.

Find out more about Toblerone’s iconic mountain logo below…

Mondelez International, who make Toblerone, have moved production away from Switzerland for the first time ever and Swiss Act rules stipulate that it can no longer use the Matterhorn logo.

Alternatively, the branding will now feature a ‘streamlined mountain logo’, mimicking Toblerone’s triangular shape.

Under Switzerland’s Swissness Act, national symbols, or the nation’s Swiss cross, cannot be used on packaging unless it meets strict Swissness criteria.

The Swiss Act passed in 2017 and specifies that any edible items using Swiss national symbols, or claiming to be ‘Swiss made’ must have at least 80 per cent of its raw materials from Switzerland.

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For milk and dairy products, it’s even stricter, as these have to be 100 per cent Swiss.

A Mondelez spokesperson tells Swiss newspaper Aargauer Zeitung: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”

The chocolate’s packaging will also remove the words ‘of Switzerland’, which will instead read ‘established in Switzerland’.

Mondelez announced last year that it would be moving Toblerone production from Bern to Bratislava in Slovakia.

The packaging changes come after many people were stunned to see a ‘hidden bear’ in the Toblerone logo.

Toblerone has been banned from using its iconic mountain logo on its product packaging. Credit: Alamy

A 10-year-old boy initially made the discovery, with Toblerone fans across the world blissfully unaware before the child went viral.

His mum, Stephanie, revealed that he spotted a ‘secret bear’ inside the image of the Swiss mountains, to the left of the word Toblerone.

She posted on Facebook: “My son had his first Toblerone today.

“‘What’s the bear for?’. Me: ‘What bear?’.”

The mum went on to joke: “I was today years old when I found out there’s a bear in the Toblerone logo.”

And it wasn’t long before thousands of people took to the comments to admit that they hadn’t noticed the bear either.

One man responded: “71 years old, 50 Christmas’ of Toblerone and after a search of the package, I finally found the bear!

“Your son is brilliant!”

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Another commented: “Never noticed it… your son is amazing!”

A third added: “I will never unsee this, but never noticed it before.”

“Wow, hidden in full view for 60+ years to me,” another said.

Many said that they thought the image was solely the Swiss mountains.

However, a number of choccy lovers in the comments shared that the bear represents the Bern bear, which represents the city in which it was founded.

One person wrote: “Toblerone comes from Bern, Switzerland. Also known as the city of bears.”

Another explained that the city has a coat of arms that features a bear.

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Written by Cal Gaunt

Cal is a former content editor at IGV who specialised in writing trending and entertainment news. He previously worked as a news reporter at the Lancashire Telegraph and earned an NCTJ in Sports Journalism.