The iconic triangular chocolate bar, beloved by duty free shoppers in a rush, is having a drastic makeover due to Swiss identity laws.
Toblerone has been told it can no longer use the image of the Matterhorn, Switzerland’s iconic pyramid-shaped mountain, on its packaging.
The chocolate bar makers Mondelez have said they will be forced to replace the peak with a mere ‘generic’ alpine mountain following changes to their production.
Since 2017 strict rules on “Swissness” have applied to marketing of goods from the region.
National symbols, such as the Matterhorn or white federal cross, can only be used on milk-based products that have been made exclusively in Switzerland.