Friday, September 30, 2022

Le chocolate Toblerone will not be plus produced exclusively in Switzerland

published on sale June 24, 2022 at 10:00 p.m.

The Toblerone chocolate, where the triangular bars reach the depths of the Alps, will no longer be produced exclusively in Switzerland from 2023, which requires that the mention “Suisse” be removed from its packaging.

Toblerone will receive a production line in Slovakia at the end of 2023 “to respond to the croissant demand”, according to the American agri-food manager Mondelez International, owner of the Swiss brand, giving a mail to the AFP, confirming information from SRF , the Swiss German radio-television.

Right now, the Swiss marque chocolate, born in 1908 in the chocolate ateliers of the Tobler family, is manufactured exclusively in Berne, in the heart of the Alpine country.

“Nous augmentons actuellement notre capacité de production”, Mondelez specifies, insisting on his wish that the brand continue also to invest in the Berne factory, “the homeland of Toblerone”.

More than the launch of a production line in Slovakia, Mondelez will also manufacture the Milka and Suchard chocolate tablets, “will unlock an important capacity” of production on the site of Berne, which will allow the term “manufacturer of millions of tablets” supplementary”.

After the opening of the online production line in Slovakia, the mark and pourra plus another stamp “chocolat au lait suisse”, avait cependant remarked the German Swiss radio-television.

“Pour des raisons juridiques, les changes que nous apportons à nore manufacture nous obligent à ajustar nore enballage afin de nous conformer a la législation suisse, et notamment à withdraw la mention +Suisse+ de l’avant de l’emballage”, I confirmed the dial the AFP.

In Switzerland, the nouvelle a laissé a goût amer à une partie des consommateurs, mécontents de voir un bout de la production nationale depart à l’étranger, in particular pour cette marque qui cultivates ses racines suisses. Sur son emballage, Toblerone appose le famous Mont Cervin, recognizable to sa forme pyramidale, et l’ours de Berne, in référence aux armoiries de la ville.

“Pas grave, already assez de bons chocolats suisses fabriqués en Suisse pour ne pas avoir à manger du chocolat étranger prétendument helvétique”, consoled an Internet user in the laissez-faire comments on the site of the Swiss journal Le Matin.

Le quotidien Le Temps a dressé de son côté la list des emblematic products du pays alpin que, eux aussi, ne sont plus manufactured exclusively en Suisse, citing les bonbons Sugus, l’Ovomaltine or encore le chocolat Milka dont la vache reste suisse, ” mais pas le chocolat”, ses tablets étant fabriquées dans “une dizaine de pays européens” mais aussi “au Brésil”.

In practice, do you think that the bars of Toblerone are soient plus 100% Swiss in the future, despite the choice of consumers? “For export, I did not think that cela is going to play a role, in all cases for today’s consumers,” estimates Tobias Schlager, professor of marketing at the Faculty of Commercial Studies at the University of Lausanne.

The mark touches different segments of consumers, soupèse-t-il, explaining that “certains aiment le Toblerone pour son goût, d’autres pour sa forme, d’autres pour son packaging, et certains parce que c’est suisse”.

S’il devait y avoir un impact, “il sera assez faible et ne durera pas”, juge-t-il cependant.

Toblerone manufactures 7 billion bars of chocolate per year, 97% of the production is exported to 120 countries.

Les boutiques hors taxes dans les aéroports are one of the privileged distribution channels of the brand, which sells a bar of Toblerone “toutes les deux secondes”, to Mondelez précisé à l’AFP.

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