Swissness matters: Toblerone chocolate drops Matterhorn image from its packaging

Toblerone will drop the image of the Matterhorn Mountain from their packaging over rules in the “Swissness” legislation of 2017 that requires businesses to show how their products are sufficiently “Swiss” in order to use national symbols of Switzerland. – Photo: Getty Images via AFP

Switzerland's famous Matterhorn mountain is gradually disappearing from Toblerone's packaging to comply with "Swissness" laws once its new plant in Slovakia opens, the world-famous chocolate brand's owners said Monday.

Established in 1908 in the Tobler family factory, the instantly-recognisable triangular chocolate has so far been produced exclusively in Bern, the Alpine nation's capital.