Toblerone returns with Swiss cross – million-dollar investment in Bern!

Toblerone returns with Swiss cross – million-dollar investment in Bern!

The traditional brand Toblerone will take a striking step back to its Swiss identity with its new packaging. The manufacturer Mondelez announced that it would return the Swiss cross to the packaging and at the same time invest 65 million francs in the production facility in Bern. The aim is to develop Bern into a “Center of Excellence” for world-famous chocolate. This reorientation follows international criticism that emerged when the Matterhorn was removed from packaging in 2023 after parts of production were relocated to Slovakia.

Loud vol.at Around 90% of global Toblerone production takes place in Bern. The latest investment is intended to create new production lines and a modernized manufacturing facility, which is scheduled to go into operation in the fall. This step is part of a comprehensive strategy to connect the brand more closely with Switzerland and respond to the strengthening demand for high-quality chocolate.

Return to Swiss identity

The new design of the Toblerone packaging, which prominently displays the Swiss cross, is intended not only to emphasize the geographical origin of the brand, but also to strengthen the connection to Swiss tradition. Around 90% of Toblerone products sold worldwide are produced in Bern, making the location an important element of the brand identity watson.ch reported. The old packaging depicting the Matterhorn has been viewed critically in the past, particularly after changes in the production structure.

Toblerone was introduced in 1908 by Theodor Tobler and Emil Baumann and has since established itself as one of the best-known chocolate brands worldwide. Its distinctive triangular shape, inspired by a performance in the Parisian entertainment venue “Folies Bergères”, and the unique name, a combination of “Tobler” and “Torrone”, illustrate its roots in the Swiss chocolate tradition.

Growth and innovation in the chocolate industry

In addition to being the home country of Toblerone, Switzerland is also a center of chocolate production, producing approximately 180,000 tons of chocolate annually. The industry benefits from high per capita consumption, which exceeds consumption in Germany. With projected revenue of $2.11 billion by 2029 and a compound annual growth rate of 3.28%, the premium chocolate market offers promising opportunities. Loud altoo.io the domestic market is strong while the export industry is thriving. Important export markets include Germany, France, Canada and the United Kingdom.

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