Toblerone Drops Iconic Design Due to Rules on ‘Swissness’

Two bars of the Toblerone Swiss chocolate are shown, at front is the new style 150 gram bar showing the reduction in triangular pieces, in the background is the older style 360 gram bar, in London on Nov. 8, 2016. Alastair Grant/AP Photo

GENEVA—The makers of Toblerone are stripping images of Switzerland’s famed Matterhorn and the Swiss flag from the packaging of the milk-chocolate treat as they move some production to Slovakia.

Mondelez International of Deerfield, Illinois, which owns the Swiss-born brand, said Monday that it’s in the process of adapting the packaging of Toblerone products to conform with strict rules in Switzerland about how products qualify for the coveted “Swissness” moniker—perceived by some as a standard of quality.