Toblerone, the chocolate bar known for its distinctive triangular peaks, is losing the mountain from its logo after falling afoul of strict marketing rules around “Swissness.”
Aargauer Zeitung. Toblerone’s distinctively shaped boxes will also be changed to read: “Established in Switzerland,” rather than “of Switzerland.”
Under the “Swissness” legislation, which came into force in Switzerland in 2017, businesses have to show their products are sufficiently “Swiss” to claim that label — which has long been associated with prestige products such as Swiss watches.showing that a Swiss association can add as much as 20 percent to the price tag of a product, or even more for luxury items. The label had been “much coveted and misused,” officials said, at home and abroad, in a way that was damaging to its credibility.
Now, food products must get at least 80 percent of their raw materials from Switzerland to qualify as Swiss-made — or 100 percent in the case of milk and dairy products. The fate of a bear pictured climbing the iconic mountain in the current logo remains unknown. (The bear is partially concealed within the logo, and
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