Toblerone is one of the most famous brands of chocolates in the world. Its history started in the early 20 century when Emil Baumann and Theodor Tobler created the product formula and its unique triangle shape that by itself is a registered trademark around the world.
Recently, the company owner of the brand Mondelez International Inc. announced its plan to transfer the production of the chocolate to Slovakia.
This is the reason why Mondelez has to change some elements of Toblerone’s packaging. In the future, the visual element of the well-known Matterhorn maintain will disappear from Toblerone as well as the claim “made in Switzerland”.
The reason for this is the strict Swiss law that protects Swissness. According to this legislation, one product can be labeled as made in the country and can use distinctive Swiss signs and geographical places only if 80% of the raw materials needed for the production are originating from Switzerland, for milk the requirement is 100%. There are some exceptions, for raw materials such as cacao which cannot be produced in the country.
This is a good example, of how one country’s reputation related to quality characteristics can be maintained over time. Apart from this, such an approach helps significantly in the development of the local economy too.