Iconic choc brand Toblerone is facing fury after new packs went on sale stripped of the sweet’s Matterhorn mountain peak image.
Makers Modelez say they have had to change the design to avoid breaching Swissness laws restricting the use of imagery that evokes the country’s likeness.
The famous triangular chocolate’s production is moving to Slovakia by the end of the year.
So to comply with Swiss laws, the distinctive Matterhorn peak has been removed from the packet and replaced with a generic mountain top.
But images scrutinised by customers online showed that the brand also made some other significant changes.
One of them included the removal of a bear rearing up on its hind legs, which was cleverly hidden inside the Matterhorn design.
The bear reportedly symbolised the Swiss city of Bern – known as the ‘city of bears’ – where the original manufacturing of the bars took place.
Additionally, the packaging now reads “established in Switzerland”, rather than “of Switzerland”.
The Swissness act – introduced in 2017 – controls strictly the use of Swiss flags, insignia, names and imagery.
Food can be only marketed as ‘made in Switzerland’, if 80 per cent of the raw ingredients are homegrown and most of it is made in the country.
A spokesperson from American sweet giants Mondelez said: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
Company officials added they do not believe that the change of design affects sales.
However, rebranding triggered users on social media after images of the new logo, which recently made an appearance in supermarkets in Switzerland, were shared online.
Facebook user Yantar D’yavol said: “It’s not just about the mountain, if you look closely you will notice that the bear is gone, a small detail that is easily overlooked.”
Another outraged user named Susanne Albrecht said: “That’s right! Where Switzerland is on it, the content should also be from Switzerland.
“I won’t have to buy anymore in the future!”
Then user Michael Skorjanc commented: “This is really an extreme worry!!”
The Toblerone chocolate bar was invented in 1908 by chocolatiers Theodor Tobler and Emil Baumann.
It is signature triangular shape has been legally protected since 1909.
