Chocolate bar Toblerone loses Swiss identity | Financial

The American owner Mondelez of the Swiss brand wants to produce the bars not only in the current factory in Bern, but also in Slovakia from next year.

According to Mondelez, the announced step is necessary to meet the “growing international demand”, but is sensitive in Switzerland. Since 1908, Toblerone has only been made in Bern.

Now Toblerone is pursuing successful Swiss products such as Milka, the newspaper Le Temps emphasized. That chocolate is no longer only made in Switzerland and can therefore no longer be sold as Swiss chocolate. Toblerone is even more sensitive because the logo contains both the Matterhorn and the bear from the Bern coat of arms.

Mondelez emphasizes that it will continue to invest in the factory in Bern. The extra factory in Slovakia should create space to make better use of the factory in Bern so that ‘millions of extra bars’ can be made there.

Seven billion Toblerone bars are made every year, 97 percent of which are exported to 120 countries. The triangular bars, for example, are for sale at almost every airport in duty-free shops. According to Mondelez, a Toblerone bar is sold every two seconds in such stores.

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