Matterhorn no more: Toblerone to change design under ‘Swissness’ rules

Alpine mountain image will be replaced with more generic summit when some of chocolate bar’s production moves out of country

The image of the Matterhorn mountain peak will be removed from Toblerone packaging after some of the chocolate bar’s production is moved outside Switzerland, meaning it falls foul of marketing restrictions relating to the use of Swiss iconography.

The 4,478-metre-high (14,690ft) mountain, whose nearly symmetrical pyramidal peak mirrors the shape of the almond-and-honey-laced chocolate bar, will be replaced with a more generic Alpine summit, said the confectionery brand’s US owner, Mondelez.