Toblerone will lose the image of the Matterhorn peak from its brand due to the change in the location of its production.
The chocolate bar made of nougat, almonds and honey will now be made primarily in Slovakia, which means it will have to give up its classic logo due to stricter rules on the use of Swiss iconography, reports Sky.
According to Swiss law, only dairy products produced entirely in Switzerland are permitted to use national symbols in their marketing.
The 4,478-metre (14,690-foot) Matterhorn is located in the Swiss Alps, its nearly symmetrical peak mimicking the triangle-shaped bits in the Toblerone bar.
Instead, a more common mountain top will be used, according to its American owner Mondelez, reports Sky.
Not only would the mountain on the packaging change, but so would a new typeface and it would feature the signature of its founder, Theodor Tobler.
A Mondelez spokesperson told Sky News: “To respond to increased demand worldwide and to grow our Toblerone brand for the future we are continuing to invest in innovation across our Toblerone portfolio, marketing and production. As part of this, an evolved visual identity is being unveiled through updated packaging that includes a distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature. Bern is an important part of our history and will continue to be so for the future,” reports Sky.
The bar first went on sale in 1908 in the Swiss capital, Bern, with the company remaining independent until 1970, when it merged with a milka maker.
It was eventually bought by Kraft and later moved to Mondelez in 2012, which also makes Ritz crackers and Green and Black chocolates.
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