The Toblerone dilemma: Why changing the chocolate's packaging became imperative

Toblerones with the old package image

Imagine this scenario – you eagerly open your cherished chocolate bar, but hold on, there’s a twist! Toblerone, a well-loved chocolate brand cherished by connoisseurs globally, recently underwent a packaging evolution that has sparked significant interest. In this blog article, we explore the reasons behind this daring rebranding endeavor and reveal the importance of Toblerone’s decision to refresh the design of its iconic Matterhorn mountain, closely intertwined with the chocolate’s identity.Understand the dilemma.

Rebranding is a complex process, particularly for well-established brands like Toblerone. In their recent rebranding effort, Toblerone generated a range of reactions from consumers. As a renowned Swiss chocolate brand, Toblerone’s unique triangular shape incorporates the iconic Swiss mountain Matterhorn as a design element. However, in order to comply with the “Swissness” law, Toblerone had to update its packaging. This change was necessitated by the company’s planned production shift to Slovakia later this year. 

The “Swissness” law aims to uphold the authenticity of Swiss products. For a product to be labeled as “made in Switzerland,” it must contain at least 80% locally sourced ingredients. In the case of products containing milk, this requirement increases to 100%, excluding non-native components like cocoa. Since 2017, the law prohibits the use of Swiss flags or symbols in food, industry, or services that do not adhere to their regulations.

As part of their relocation plans, Toblerone will no longer feature “of Switzerland” on its packaging or utilize the iconic Matterhorn image. Instead, the chocolate’s packaging will proudly emphasize “established in Switzerland.” This adjustment ensures Toblerone’s compliance with the “Swissness” law while maintaining the brand’s heritage and commitment to quality.

The Solution

The Toblerone bar’s redesign showcases a visually appealing and contemporary aesthetic. The iconic Matterhorn, towering at 4,478 meters, will be replaced by a sleek mountain logo that exudes a modern and geometric style, while still subtly incorporating the outline of their beloved bear. It is worth mentioning that Bern, the administrative capital of Switzerland, proudly features a bear on its coat of arms. 

But there’s more to the redesign! The font and brand logo have been meticulously refined to create a more sophisticated appearance. Additionally, as a tribute to Theodor Tobler, the visionary behind this delicious delight, his signature has been added alongside the renowned combination of nougat, almond, and honey-filled chocolate.

In a statement provided to CNBC, it was revealed that the forthcoming changes not only aim to meet the increasing demand but also to fortify the Toblerone brand for the future, emphasizing its enduring strength. This strategic revamp will undoubtedly enhance the brand’s appeal and ensure its continued success in the marketplace.

Toblerone's old and new packages
Toblerone's new branding
Image: graphé


What was the audience’s reaction?

The public reaction to Toblerone’s redesign was a topic of interest and discussion. It is important to note that such reactions can have an impact on a brand’s online visibility and reputation.

When Toblerone unveiled its new brand image, it elicited mixed responses from consumers. Some expressed disappointment and nostalgia for the old design, particularly due to the removal of the iconic Matterhorn image. The triangular shape of the chocolate bar has become closely associated with the brand and serves as a recognizable symbol for Toblerone. As a result, some customers felt that the redesign compromised the unique identity and heritage that they loved about the brand.

However, it is also worth noting that there were other consumers who understood the motivation behind the redesign. These individuals recognized that the changes were driven by the need to comply with the “Swissness” law and reflect Toblerone’s production shifts. They appreciated the brand’s efforts to align with regulations and to safeguard the authenticity of Swiss products.

Overall, the public reaction to Toblerone’s redesign can be characterized as a combination of nostalgia and understanding. Some consumers preferred the brand to maintain its traditional elements, while others acknowledged the need for change to adapt to regulatory requirements and the evolving market.

Interestingly, the reactions to rebranding efforts can vary widely among individuals, as they have different preferences and emotional connections to the brand. It would be intriguing to know how you personally reacted to the new Toblerone design and what your thoughts are on the matter.


In conclusion, rebranding can pose challenges for any company, including established brands like Toblerone. The recent changes in Toblerone’s brand image, driven by the need to comply with the “Swissness” law, have generated mixed reactions from consumers. It is crucial for companies to strike a balance between tradition and change during the rebranding process.

While the goal of safeguarding the authenticity of Swiss products is commendable, it is evident that the removal of iconic elements, such as the Matterhorn image, has evoked nostalgia and sentimental attachment among loyal customers. This highlights the importance of considering the emotional connection that customers have with a brand.

Effective communication is key in the rebranding process. By clearly communicating the reasons behind the changes and ensuring that the new brand image still reflects the company’s heritage, Toblerone can help ease the transition and maintain consumer loyalty. This can be achieved through market research, gathering feedback from customers, and involving them in the decision-making process.

Understanding the expectations and sentiments of the target audience is crucial for the success of a rebranding effort. Companies should conduct thorough market research to gather insights and carefully craft a new brand image that resonates with their target market. By involving customers and considering their input, companies can navigate the challenges of rebranding more effectively and ensure a smoother transition for their brand.

The case of Toblerone serves as a reminder of the complexities faced by well-known brands in an ever-changing marketplace. As consumers, we have the power to embrace and adapt to these changes while appreciating the heritage and authenticity behind beloved brands like Toblerone.