Toblerone#2016 size changes

File:Theodor Tobler.jpg

The Tobler chocolate factory was founded in 1899 by Emil Baumann (1880–1960) & Theodor Tobler (1876–1941) in Bern.{{cite dictionary| url=https://hls-dhs-dss.ch/fr/articles/041973/2013-12-18/ | title=Tobler|language=fr| dictionary=Historical Dictionary of Switzerland |date=18 December 2013 |trans-quote=His son Theodor entered the business in 1894 and in 1899 set up a chocolate factory, whose products were very successful.}} At the time, the Swiss chocolate industry was expanding dramatically as recently invented milk chocolate became widespread. In 1908, Emil Baumann, the cousin of Theodor Tobler, created the unique recipe consisting of milk chocolate including white nougat, almonds, and honey. Theodor Tobler came up with the distinctive triangular shape and packaging. The product's name is a combination of Tobler's name and the Italian word torrone (a type of nougat).{{Cite web|title=Toblerone – How it all began – 1900 The First Toblerone|url=http://www.toblerone.co.uk/history/howitbegan/1900|access-date=1 August 2018}}{{cite web|title=TOBLERONE – Questions et Réponses|url=http://www.toblerone.ch/faqs?sc_lang=fr-ch|access-date=11 February 2016|website=Toblerone.ch|language=fr|archive-date=14 December 2014|archive-url=https://web.archive.org/web/20141214032936/http://www.toblerone.ch/faqs?sc_lang=fr-ch|url-status=dead}}{{cite web|date=30 April 2010|title=La marque suisse: Toblerone – Toutes Taxes Comprises – TV – Play RTS – Radio Télévision Suisse|url=http://www.rts.ch/video/emissions/ttc/20406-la-marque-suisse-toblerone.html|access-date=11 February 2016|website=Rts.ch|language=fr}}

File:Matterhorn Square.jpg

The triangular shape of the Matterhorn in the Swiss Alps/Italian Alps is commonly believed to have given Theodor Tobler his inspiration for the shape of Toblerone. However, according to Theodor's sons, the triangular shape originates from a pyramid shape that dancers at the Folies Bergère created as the finale of a show that Theodor saw.{{Cite web|url=http://www.toblerone.co.uk/chocolate/oursecret|title=Toblerone – Chocolate – Our Secret|access-date=1 August 2018}} Another source of inspiration could have been the similar triangular packaging of the Delta Peter brand.{{cite book | url=https://books.google.com/books?id=IBXsAAAAMAAJ | title=Innovationen: Voraussetzungen und Folgen, Antriebskräfte und Widerstände|language=de|trans-title=Innovations: prerequisites and consequences, driving forces and resistance| publisher=Chronos | author=Gilomen, Hans-Jörg | year=2001 | pages=146 | isbn=9783034005180 |quote=|trans-quote=Presumably since the beginning of the 1890s, milk chocolate was also sold in small, triangular portions in pressed powder form and a triangular packaging under the name "Delta Peter" - a forerunner of the Toblerone launched by Theodor Tobler in 1908!}} Nevertheless, a silhouette of the Matterhorn appears on the modern Toblerone packaging, as seen in the photo above right. An outline of a bear, the symbol of Bern, is also depicted on the mountain on the packaging.

Theodor Tobler applied for a patent for the Toblerone manufacturing process in Bern in 1909. The Toblerone brand was trademarked the same year, at the Swiss Federal Institute of Intellectual Property in Bern.{{cite web | title = Toblerone: 1909 | work = How it All Began: Tobler's Chocolate | publisher = Kraft Foods | year = 2006 | url = http://www.toblerone.com/time_machine/toblers_1909-en.html|archive-url=https://web.archive.org/web/20090324083916/http://www.toblerone.com/time_machine/toblers_1909-en.html|archive-date=24 March 2009 | access-date = 3 February 2008 }} Albert Einstein, who was working at the institute as a clerk, might have been involved in the patenting. Toblerone was thus the first patented milk chocolate bar.{{cite book | url=https://books.google.com/books?id=rDgxEAAAQBAJ | title=Rowntrees: The Early History | publisher=Pen & Sword Books | author=Chrystal, Paul | year=2021 | pages=62 | isbn=9781526778925 | quote=Prudently, Theodor Tobler and his then company, Tobler AG, applied for a patent in 1909 in Bern to cover the manufacture and shape of the bar, and Toblerone thus became the first patented milk chocolate bar. The official who gave the authorising signature was one Albert Einstein who was working in the Swiss Federal Institute of Intellectual Property in Bern at the time.}} It is probably also one of the oldest candy bars using milk chocolate, although not the first one; the Branche, another iconic product of the Swiss chocolate industry, had been launched a few years earlier.{{cite book |last=Meo |first=Carlo |date=2012 |title=Design marketing. Innovare cambiando i significati del consumo |url=https://books.google.com/books?id=l_2ts8-non0C |language=Italian |location=Milan |publisher=Gruppo 24 Ore |page=53 |isbn= 9788863454413|quote=Nasce così una delle aziende che hanno fatto la storia e la fortuna del cioccolato [...] le leggendarie Branches (1904)|trans-quote=Thus was born one of the companies that made the history and fortune of chocolate [...] the legendary Branches (1904)}}

A Toblerone version made of dark chocolate was launched in 1969. A white version was launched in 1973.{{cite book | url=https://books.google.com/books?id=jwPDCwAAQBAJ | title=Chocolate: The British Chocolate Industry | publisher=Bloomsbury Publishing | author=Chrystal, Paul | year=2013 | pages=68 | isbn=9780747810742 | quote=Dark Toblerone was launched in 1969 with White Toblerone following in 1973.}}

Some early advertisements for Tobler chocolate appeared in the international languages Esperanto{{cite web|url=https://plus.google.com/115377297367330927259/posts/Cp3wK8NvuFg|title=Tobler (fama pro Toblerone) estis Esperantisto. Tobler (famous for Toblerone...)|work=google.com}}{{User-generated inline|date=March 2025|certain=yes}} and Ido.{{cite web|title=Theodor Tobler, Swiss World|url=http://www.swissworld.org/en/people/portraits_chocolate_makers/theodor_tobler/|url-status=dead|archive-url=https://web.archive.org/web/20110606045227/http://www.swissworld.org/en/people/portraits_chocolate_makers/theodor_tobler/|archive-date=6 June 2011|access-date=11 February 2016|website=Swissworld.org}}

The Tobler company was independent for many years. In 1970, it merged with Suchard, the makers of Milka, to become Interfood. After the Tobler & Suchard merger it was decided to create a new and single source for marketing & exporting the various products manufactured by both companies worldwide, Multifood. Max E. Baumann, the son of Emil Baumann, was made director of this new division. Tobler & Suchard companies merged with the Jacobs coffee company in 1982 to create Jacobs Tobler & Suchard. Kraft Foods Inc acquired the majority of Jacobs Suchard, including Toblerone, in 1990; in 2012, it was spun off (alongside several other brands) to Mondelēz.

Bar sizes range from ten centimetres to nearly one metre, all similarly proportioned. According to Schott's Food & Drink Miscellany the sizes and number of peaks for Toblerones are as follows:

File:Toblerone Cardineaux anzeigen 3 2 2 emaille.jpg

File:Volkswagen Typ2 von Corgi Toys hergestellt mit Toberlone-Schilder.JPG by Corgi Toys, featuring Toblerone designs on its side panels.]]

File:Toblerone ice-cream, Oldenburg (2018) 02.jpg

File:HK Sheung Wan Fook Sing Court Parkn Shop product Toblerone Nov-2012.JPG

For the yearly Toblerone Schoggifest, a special oversized bar is created to celebrate the bar's anniversary. The bar's weight represents the years of Toblerone, with the first bar in 2008 weighing 100 kg.{{cite web |url=http://www.toblerone.ch/toblerone1/page?siteid=toblerone1-prd&locale=chde1&PagecRef=677 |archive-url=https://web.archive.org/web/20081222142310/http://www.toblerone.ch/toblerone1/page?siteid=toblerone1-prd&locale=chde1&PagecRef=677 |url-status=dead |archive-date=22 December 2008 |title=TOBLERONE – Toblerone Schoggifest 2010 |website=Toblerone.ch |access-date=11 February 2016 }}

Since the 1970s, other variants of Toblerone have been produced. These include:

; Plain chocolate: In a yellow triangular box (1969)

; Dark chocolate: In a black triangular box

; White chocolate: In a white triangular box (1973)

; Milk chocolate Mint Crisp: In a white/green triangular box (1985)

; Snowtop: Editions with white chocolate peaks, also in a white/silver triangular box

; Filled editions: Milk chocolate with a white chocolate centre (blue triangular box)

; OneByOne: Individually wrapped triangular chunks

; Toblerone Pralines: Released in 1997, a single peaked version in the distinctive beige packaging

; Fruit & Nut: In 2007 with a half purple triangular cardboard box

; Honeycomb crisp: With a half white box with honeycomb pieces pictured on it (2009)

; Crunchy Salted Almond: With honey and almond nougat and salted caramelised almonds

; Berner Bär: 500g milk chocolate bar, with a relief portrait of the Bernese Bear and the Coat of arms of Bern on its face. The only non-triangular Toblerone.{{cite web|url=http://www.toblerone.com/just_ask/faq_product-en.html |title=FAQ |website=Toblerone.com |access-date=1 January 2009|url-status=dead |archive-url=https://web.archive.org/web/20081218073956/http://www.toblerone.com/just_ask/faq_product-en.html|archive-date=18 December 2008 }}

; Toblerone Tobelle: Toblerone thins in a beige triangular box:

; Crispy Coconut: With honey and almond nougat and coconut

; Golden Caramel: Caramel with honey and almond nougat

; Tobler Truffles: Limited edition, with personalizable box (2022)

In 2016, the 400g and 170g bars in the United Kingdom were modified to have two peaks removed and larger gaps between the peaks, which reduced the cost of making the bars by cutting the weight by about 10%, to 360g and 150g, while retaining the same package size and retail price. Other sizes were unaffected. The change was not well received,{{cite news|title=Toblerone triangle change upsets fans|url=https://www.bbc.co.uk/news/uk-37904703|access-date=8 November 2016|work=BBC News|date=8 November 2016|ref=tooleronesize}}{{cite news|last=Olivennes|first=Hannah|title=Toblerone Alters Shape of 2 Chocolate Bars, and Fans Are Outraged|work=The New York Times|url=https://www.nytimes.com/2016/11/09/world/europe/toblerone-triangle-change-uk.html|access-date=9 November 2016|date=8 November 2016}}{{cite web |url=http://www.smh.com.au/business/retail/higher-costs-take-bite-out-of-toblerone-shrinking-uk-bars-20161108-gskyuz.html |title=Higher costs take bite out of Toblerone, shrinking UK bars |publisher=Sydney Morning Herald |date=9 November 2016}} with one MSP calling for "government action" by the Scottish Parliament over the change.{{cite news|title=MSP calls for government action over change to Toblerones|url=https://www.bbc.co.uk/news/uk-scotland-scotland-politics-38002377|access-date=1 December 2016|work=BBC News}} In 2018 the bar reverted to its original shape, and the 170g/150g bar was replaced by a 200g bar.{{cite web|url=https://www.bbc.com/news/uk-44910195|title=Toblerone to revert to original shape|date=21 July 2018|work=BBC News}}

In the past it was manufactured in other locations including Bedford in England, and Dundee in Scotland from the 1930s up to 1969.{{cite news|url=http://www.bedfordshire-news.co.uk/toblerone/story-29878470-detail/story.html|first=Jenna|last=Hutber|title=Bedford's lost Toblerone history|work=Bedfordshire News|date=8 November 2016}}

Producer Mondelez planned to start additional limited production from the end of 2023 in a Slovak factory{{cite news|url=https://www.reuters.com/business/retail-consumer/toblerone-loses-swiss-exclusivity-production-shifts-east-2022-06-23/|title=Toblerone loses Swiss exclusivity as production shifts east| last = Koltrowitz | first = Silke |publisher=Reuters|date=23 June 2022}} (known formerly as Figaro) in Bratislava. Swiss rules introduced in 2017 mandate that indicators of Swiss provenance such as packaging stating "Swiss" and showing images typical of Switzerland may not be used, so the bars will be labelled "created in Switzerland", and the image of the Swiss Matterhorn will be replaced by a "modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic".{{cite web | last=Oltermann | first=Philip | title=Matterhorn no more: Toblerone to change design under 'Swissness' rules | website=The Guardian | date=5 March 2023 | url=https://www.theguardian.com/world/2023/mar/05/matterhorn-mountain-toblerone-packaging-design-switzerland | access-date=5 March 2023}}

In April 2025, Mondelez International announced an investment of approximately 65 million Swiss francs (CHF) in its Toblerone manufacturing facility in Bern, Switzerland.[https://www.foodmanufacturing.com/capital-investment/news/22938586/mondelez-to-invest-nearly-80m-in-toblerone-plant April 15th, Food Manufacturing Article: A state-of-the-art production line is scheduled to begin operations later this year] The place serves as Toblerone's global center of excellence, where the heritage brand was founded in 1908 and where approximately 90 percent of Toblerone products sold worldwide are manufactured today. As a visual symbol of its proud Swiss heritage, Toblerone packaging for chocolates manufactured in Bern will now showcase the iconic Swiss flag. This emphasizes the product's authentic origin. [https://www.businesswire.com/news/home/20250409162507/en/Home-and-Heart-of-global-Toblerone-Production-Mondelz-International-invests-65-million-Swiss-Francs-CHF-in-its-Toblerone-manufacturing-facility-in-Switzerland April 10th, Business Wire: "Mondelēz International invests ~65 million Swiss Francs (CHF) in its Toblerone manufacturing facility in Switzerland"]

Ingredients in a traditional Toblerone bar include sugar, whole milk powder, cocoa butter, cocoa mass, honey (3%), milk fat, almonds (1.6%), emulsifier (Soya Lecithin), egg white, flavouring, cocoa solids (28%) and milk solids (14%).{{Cite web |title=Giant Toblerone Bar – 4.5KG |url=https://www.toblerone.co.uk/giant-toblerone-4-5kg-bar/12914705.html |access-date=21 February 2024 |website=Toblerone UK |language=en-gb}}

By 1920, the Toblerone recipe already faced competition from other manufacturers, for instance from another Swiss manufacturer, Cailler, who launched the Chocmel tablet that year.{{cite web | url=https://webspecial.derbund.ch/longform/innovativer-tobler/dreieckige-ikone/ | title=Dreieckige Ikone aus der Länggasse | work=Der Bund | accessdate=1 April 2023 | author=Salzmann, Claudia | quote=1920: In 120 Ländern erhältlich, Tobler führt Kleinformate ein. Nestle und andere handeln Kopien wie Costarone, Salvirone, Tamborine und Chocmel. | trans-quote=1920: Available in 120 countries, Tobler introduces small formats. Nestle and others sell copies such as Costarone, Salvirone, Tamborine and Chocmel.}} Another comparable chocolate made in Switzerland (in this case both for the ingredients and shape) is Mahony, produced by Frey.{{cite web|url=https://www.confectioneryproduction.com/feature/27041/toblerone-maintains-peak-performance/|title=Toblerone maintains peak performance|work=Confectionery Production|date=26 July 2019|quote=The product has encountered rivals during its 111 year history, including a similar Kolumbo bar in Croatia, and Swiss company Chocolate Frey’s triangular Mahony bars.}}{{cite web|url=http://chocolatfrey.ch/de/produkte/mahony/532/3|title=Chocolat Frey|work=Chocolatfrey.ch|access-date=11 February 2016}}

In July 2017, in response to Toblerone's 2016 reduction in size, UK variety store chain Poundland launched its own version of Toblerone called "Twin Peaks", which is larger than the modified Toblerone bar.Selwood, Daniel. "[https://www.thegrocer.co.uk/buying-and-supplying/new-product-development/poundland-unveils-toblerone-style-chocolate-bar-twin-peaks/554176.article Poundland unveils Twin Peaks, a Toblerone-style chocolate bar]," The Grocer, 19 June 2017. Retrieved 8 July 2017.

File:Serine01.JPG

The distinct pyramidal shape of the bar lent its name to the Toblerone line, a series of anti-tank emplacements from World War II era, prevalent in Switzerland's border areas.{{Cite web|url=http://www.toblerones.ch/index.php/welcome|title=The Toblerone Line|website=www.toblerones.ch|access-date=1 August 2018}}{{cite web|url=http://www.coolfm.co.uk/features/things-you-probably-didnt-know-about-the-toblerone-chocolate-bar/|title=7 things you probably didn't know about the Toblerone chocolate bar|publisher=Cool FM|access-date=9 November 2016|archive-date=9 November 2016|archive-url=https://web.archive.org/web/20161109224204/http://www.coolfm.co.uk/features/things-you-probably-didnt-know-about-the-toblerone-chocolate-bar/|url-status=dead}}{{cite web|url=http://www.24heures.ch/vaud/actu/2008/06/09/ligne-fortifiee-temoin-passe-valoriser |title=Ligne fortifiée, un témoin du passé à valoriser |last=Muehlemann |first=Anetka |date=9 June 2008 |website=24 heures|location= Edipresse, Switzerland |language=fr |access-date=9 August 2009 |url-status=dead |archive-url=https://web.archive.org/web/20120226133022/http://www.24heures.ch/vaud/actu/2008/06/09/ligne-fortifiee-temoin-passe-valoriser/ |archive-date=26 February 2012 }}

The interior of the Tobler factory in Switzerland was the location where the title sequence of Willy Wonka & the Chocolate Factory was filmed. However, the majority of the film was produced in West Germany.{{Cite web|url=http://www.candymanbuffet.com/willy-wonka-movie-trivia-minnesota-candy-store/|archive-url=https://web.archive.org/web/20210224140813/http://www.candymanbuffet.com/willy-wonka-movie-trivia-minnesota-candy-store/|url-status=usurped|archive-date=24 February 2021|title=Willy Wonka Movie Trivia|date=4 March 2015 }}

UK comedy character Alan Partridge battled a longstanding addiction to Toblerones, which became a running gag of his TV series.{{cite web | url=https://www.youtube.com/watch?v=qa8-Sno_cuw | title=Alan Partridge Has a Medical Addiction to Toblerone | the Jonathan Ross Show | website=YouTube | date=29 December 2021 }}

In 1995, it was revealed that the Swedish politician Mona Sahlin had misused her government-issued credit card for unauthorised purchases. Because she had bought, among many other more expensive items, two bars of Toblerone, pro-Sahlin journalists attempted to downplay her abuse of parliamentary financial privileges as the "Toblerone affair", but Sahlin was nevertheless forced to step down as a Prime Ministerial candidate. She returned to politics in 1998.{{cite news |first=Britta |last=Svensson |title=Nej det handlade inte bara om Toblerone... |url=http://www.expressen.se/1.511241 |publisher=Expressen |date=5 January 2007 |access-date=24 January 2007 |language=sv |url-status=dead |archive-url=https://web.archive.org/web/20121021163802/http://www.expressen.se/kronikorer/britta-svensson/britta-svensson-nej-det-handlade-inte-bara-om-toblerone/ |archive-date=21 October 2012 }}

A triangular set of residences for students of the University of Manchester on the Oxford Road, Manchester, England, built in about 1975 are known as the Toblerones.{{cite web|url=http://h2g2.com/edited_entry/A13728800|title=University of Manchester|website= The Hitchhiker's Guide to the Galaxy: Earth Edition|date=16 October 2006 |access-date=3 November 2014}}{{cite web|url=http://manchesterhistory.net/manchester/tours/tour8/area8Bpage22.html|title=The Whitworth Park Residencel|publisher=Our Manchester – Manchester History Net|access-date=3 November 2014|url-status=dead|archive-url=https://web.archive.org/web/20141103230618/http://manchesterhistory.net/manchester/tours/tour8/area8Bpage22.html|archive-date=3 November 2014}}

The largest-sized Toblerone in production{{Cite web|url=https://www.polygon.com/2017/9/25/16362352/neo-yokio-big-toblerone-bar|title=New York's big Toblerone is real, to the internet's delight|last=Frank|first=Allegra|date=25 September 2017|website=Polygon|access-date=11 February 2019}} is used as a running gag in the 2017 Netflix series Neo Yokio.{{Cite news|url=https://www.buzzfeed.com/scottybryan/you-dont-deserve-the-big-toblerone|title=There's A Huge Obsession With Toblerones In Netflix's 'Neo Yokio' And It's Sparked A Weird Meme|last=Bryan|first=Scott|website=BuzzFeed|language=en|date=27 September 2017}}

Toblerone has long been associated with air travel and duty-free retail. Food writer and cookbook author Irvin Lin wrote:{{Cite web |last=Marcus |first=Lilit |date=2020-07-29 |title=The triangular chocolate that became an airport essential |url=https://www.cnn.com/travel/article/how-toblerone-chocolate-airports-travel/index.html |access-date=2025-03-01 |website=CNN |language=en}}{{cite podcast | date=11 May 2018 | title="The Land of Duty Free" | url=https://www.npr.org/transcripts/610518433 | work=Planet Money | publisher=NPR | access-date=1 March 2025 }}

It was something I associated with being a child, and that exclusivity of only getting it at the airport. Purchasing a Toblerone was very special for me. My friends’ families would go on vacation and they brought back this chic, European, long triangle-shaped chocolate. I never saw [Toblerones] at a grocery store. I thought you could only get it at the airport or when you were traveling and part of the jet set.

Mondelez has leaned into this perception with a number of marketing campaigns to further associate the brand with travel.{{Cite web |last=Moodie |first=Martin |date=2022-09-22 |title=In memoriam: Markus Gerber – 'Mister Toblerone' |url=https://moodiedavittreport.com/in-memoriam-markus-gerber-mister-toblerone/ |access-date=2025-03-01 |website=Moodie Davitt Report |language=en-US}} This includes the "Sense of Place" campaign in 2015, which involved limited edition travel destination-themed packaging{{Cite web |last=Newhouse |first=Doug |date=2015-12-16 |title=Toblerone adds the local touch to 'Sense of Place' |url=https://www.trbusiness.com/regional-news/international/toblerone-adds-the-local-touch-to-sense-of-place/99164 |access-date=2025-03-01 |website=TRBusiness.com |language=en-GB}} and the #TravelisBack campaign in 2022, targeting younger travelers with social media influencer collaborations.{{Cite web |last=Noor |first=Hibah |date=2022-03-16 |title=Toblerone targets new generation with digital campaign |url=https://www.gtrmag.com/brand-news/confectionery-and-fine-foods/2022/03/16/toblerone-targets-new-generation-with-digital-campaign/ |access-date=2025-03-01 |website=Global Marketing Company Ltd. |language=en}} In 2024 Toblerone’s ‘Win a Diamond’ concept tied perfectly with the iconic Toblerone shape, and slogans like “Diamonds are forever-ish” brought humor and style to the travelers’ experience.[https://www.trbusiness.com/regional-news/europe/mondelez-wtr-launches-enhanced-win-a-diamond-pop-up-with-lagardere-at-paris-cdg/250383]

• List of references to the Matterhorn

{{Reflist}}

• Schott, Ben (2003). Schott's Food & Drink Miscellany. London: Bloomsbury {{ISBN|0-7475-6654-2}}

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