Toblerone Removes Swiss Mountain From Logo Because It's Not Made In Switzerland Anymore

Like many other regions, Switzerland has long had policies in place to require companies to maintain a certain presence in Switzerland if they want to use the Swiss names or logos that evoke the country. Toblerone, a chocolate brand long associated with Switzerland, is moving their production to Slovakia and as a result they are losing the right to keep the iconic Swiss Matterhorn mountains on their chocolate. Instead, they will replace it with a different mountain image.

The story speaks to the heart of what makes something authentic versus what really matters for a consumer. A Swiss chocolate made elsewhere should be considered less authentically Swiss, but for a brand like Toblerone that has built up a loyal fan base, the mountain pictured probably matters a lot less than more important things ... such as whether the taste remains the same.