White cross red background flag12/10/2023 ![]() New Toblerone Branding - Mondelez International, Inc. This includes any nationally recognized imagery - so the mountain peak and secret bear logo had to go. Under the Swissness Act (and more specifically, the Foodstuffs Act of 1992), any food that involves milk and dairy from Switzerland cannot be claimed as a Swiss product unless 100% of its raw materials are of Swiss origin. Mondelez International, who has owned Toblerone since 1990, decided to begin July 2023 it would shift a part of production to Slovakia - once again to cut costs this proved to complicate things with the Swiss government. In 2017, Switzerland enacted the law of "Swissness" that places strict regulations on what can bear the Swiss white cross with red background and the exhibition of any national symbolism. ![]() Unlike the decision to skimp on chocolate, the logo change wasn't so much a choice made by the folks at Toblerone but rather by the Swiss government. Needless to say, fans of the chocolate were unhappy. The first was a different configuration of triangular peaks and valleys for which the candy is so famous, resulting in a reduced chocolate weight per bar to save money. Toblerone has undergone a few changes in recent years. Read more: 8 Chocolate Bars That Are Totally Different Outside The US Swiss Justiceīern coat of arms flag - Eugenesergeev/Getty Images So naturally, Toblerone used it for itself, though it made its bear a little more gentle and a whole lot more inconspicuous. Bern's coat of arms is a rather fierce-looking bear with a dragon-like tongue who appears to be scaling an invisible mountain. The bear was incorporated into the logo as a shoutout to the Swiss capital city of Bern, the hometown of Theodor Tobler and his beloved candy bar. If you didn't know already, the old logo had a stealthy little bear hidden in the outline of the snowy mountain peak. The famous silhouette of the Matterhorn isn't all the chocolate brand had to ditch Toblerone has also lost its hidden mascot. That is, until July of 2023, when the company had to scrap the iconic Swiss Alps logo it has used since 1970. A candy bar so iconic that even if you can't immediately conjure the name, you certainly recognize its shape –- and probably its logo. Toblerone, you know it –- the uniquely triangular, honey and white nougat-filled chocolate bar that's every bit as fun to break as it is to eat. Toblerone logo and bar - Justin Sullivan/Getty Images
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