The History behind Toblerone's Triangular Shape and Swiss Heritage

More than a century old, the famous triangular chocolate plays the star in airport duty-free shops around the world. Produced in a single factory in Switzerland, it still has a few surprises in store for its fans. Food lovers are all familiar with the Swiss chocolate bar toblerone, which owes its fame to its very unusual triangular shape. But do you know what it refers to?

Where does the triangular shape of Toblerone chocolate come from?
Its nougatine triangles are recognizable at first glance. Star of duty-free stores around the world, toblerone is also the star of Swiss chocolates. Far from traditional plates, its elongated sawtooth shape is no stranger to its reputation since it recalls the Swiss mountains and not just any mountains. It is in fact the Matterhorn, a national emblem at 4,478 meters, which gave this chocolate bar its pyramidal silhouette. A strong Swiss identity since the prestigious summit has appeared on the Toblerone packaging since 1970.

The triangular shape of toblerone has come to represent the very best of Swiss chocolate for some people. In addition to being aesthetically magnificent, the recognizable peaks pay homage to the untamed terrain that shaped them. However, the chocolate is bound to the identity of its birthplace by a deeper connection to Swiss culture. With its mountain motif, the brand’s packaging perfectly captures Toblerone’s classic appeal and makes it a worldwide sensation.

But this “made in Swiss” delicacy was about to lose its label, when the brand transferred part of its production to Bratislava, Slovakia, in late 2023. Despite the shift in manufacturing, the distinctive triangular design and rich heritage of toblerone remain unmatched, making it a beloved treat worldwide. The iconic packaging and unique shape are likely to remain unchanged, keeping the brand’s strong association with Switzerland alive.

The bear, a symbol of Bern

Yet for over 100 years, this chocolate with the delicious taste of the Alps had been produced exclusively in Bern, the birthplace of toblerone. It was there that it was named in 1908 after its co-inventor, the chocolatier Theodor Tobler (in partnership with Emil Baumann), and the word “torrone”, the Italian name for nougat. As the bear, a symbol of Bern graces the packaging, it reinforces the deep-rooted history of the brand. A hidden feature on the side of the Matterhorn, the bear subtly connects Toblerone to its Swiss roots.

Today manufactured by the Mondelez group, toblerone will no longer be able to benefit from the “Swiss milk chocolate” stamp. For some, it is a real myth that is collapsing. While the production shift has raised concerns, many still cherish the authentic taste of Toblerone that transcends the location of its manufacture. The brand’s loyal fans will undoubtedly continue to enjoy its unique flavor, regardless of where it is made.

Final Words
Toblerone’s triangular design and Swiss origins are integral to its worldwide success. Despite the change in production, the packaging still highlights Switzerland’s Swiss connection, and the shape, which was inspired by the Matterhorn, captures the country’s rugged beauty. The chocolate’s quality, authenticity, and ties to Swiss culture are still ingrained in its identity, making it a popular treat for many generations to come, even though some people may lament the removal of the “Swiss-made” label.