Toblerone returns with Swiss cross-millions of investment in Bern!

Toblerone returns with Swiss cross-millions of investment in Bern!

The traditional brand Toblerone will take a striking step back to Swiss identity with its new packaging. The manufacturer Mondelez announced that the Swiss Cross will bring back to the packaging and at the same time make an investment of CHF 65 million in the production facility in Bern. Bern is to be expanded into a “Center of Excellence” for the world -famous chocolate. This reorientation follows the international criticism that came up when the Matterhorn 2023 was removed from the packaging after parts of the production had been shifted to Slovakia.

according to Vol.at takes place around 90 % of the worldwide toblerone production in Bern. The latest investment is intended to create new production lines and a modernized manufacturing system that is to go into operation in autumn. This step is part of a comprehensive strategy to combine the brand more with Switzerland and to react to the strengthening demand for high -quality chocolate.

Return to Swiss identity

The new design of the toblerone packaging, which the Swiss Cross prominently shows, should not only emphasize the geographical origin of the brand, but also strengthen the connection to the Swiss tradition. Around 90 % of the toblerone products sold worldwide are produced in Bern, which makes the location an important element of brand identity, such as watson.ch reported. The old packaging, which the Matterhorn depicted, was viewed critically in the past, especially after the changes in the production structure.

toblerone was introduced by Theodor Tobler and Emil Baumann in 1908 and has since established itself as one of the best -known chocolate brands worldwide. Your striking triangular shape, inspired by a performance in the Paris amusement restaurant "Folies Bergères", and the unique name, a combination of "tobler" and "Torrone", illustrate rooting in the Swiss chocolate tradition.

growth and innovation in the chocolate industry

Switzerland is not only the home country of Toblerone, but also a center of chocolate production, which produces around 180,000 tons of chocolate every year. The industry benefits from high per capita consumption that exceeds consumption in Germany. With a forecast sales of $ 2.11 billion by 2029 and an average annual growth rate of 3.28 %, the market for premium chocolate offers promising opportunities. According to altoo.io , the domestic market is flourishing. Important export markets include Germany, France, Canada and the United Kingdom.

The planned modernization of the toblerone production in Bern not only reflects the trend that consumers are increasingly looking for premium and sustainable chocolate products, but also shows the commitment of Mondelez to position the Toblerone brand at an international level. With the return of the Swiss cross to the packaging design, the company signals that the tradition and connection to the home is of central importance for the future of the brand.