According to the brand, the Matterhorn illustration will be replaced with a similar mountain logo that captures the “geometric and triangular aesthetic” customers are familiar with.

The change may be easy to miss, especially compared to the 2016 redesign that removed peaks from the chocolate bar itself. Toblerone will also change its slogan from “Toblerone of Switzerland” to “Founded in Switzerland.” The Alpine mountain is a national symbol, and its likeness is protected under the “Swissness” law. The relocation will save the company money, but they will no longer be able to feature the Matterhorn on their packaging as a consequence. Last year, the brand announced plans to move some of its business to Bratislava in Slovak, where wages are significantly lower. company Mondelez International, Toblerone was founded in Switzerland, and until recently, most of its production took place there. (This doesn’t apply to cacao, which is hard to grow at higher latitudes.) The processing and manufacturing stages must also be done in Switzerland. For chocolate to be truly Swiss, the milk used to make it must be sourced in the country, as well as 80 percent of the raw ingredients.

Since 2017, Switzerland has enforced strict rules on companies looking to advertise the “ Swissness” of their products. One aspect of that design is about to change as the Associated Press reports, Toblerone is ditching the mountain on its label in compliance with Swiss law. The honey- and nougat-flecked chocolate bar comes in a triangular box that evokes the Matterhorn peak in its logo. Even if you’ve never tasted a Toblerone, you may recognize its iconic packaging.

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