From the cobbled streets of Bern to the global chocolate aisle, Toblerone has carved out a legacy as distinct as its triangular peaks. But beyond its sweet exterior lies a story layered with innovation, legacy, politics, and even wartime strategy. Here’s a deep dive into the fascinating journey of the world’s most recognisable chocolate bar.
Toblerone’s roots can be traced back to 1867 when Jean Tobler began working at the Kuentz pastry shop in Bern. With entrepreneurial vision, Jean took over the shop and eventually launched Confiserie Spéciale, before founding his chocolate factory, Fabrique de Chocolat Berne, Tobler & Cie. Initially using raw materials from other manufacturers, the business thrived and set the stage for something truly groundbreaking.
That moment came in 1908, when Jean’s son, Theodor Tobler, and his cousin Emil Baumann invented a unique chocolate bar. After Baumann returned from Metz, France, with a sample of white nougat (called torrone in Italian), the two experimented in their family kitchen. The result was a never-before-seen blend of milk chocolate, honey, almond nougat, and egg whites moulded into an unconventional triangular shape. Thus, Toblerone was born—a portmanteau of Tobler and Torrone.
Perhaps Toblerone’s most iconic feature is its triangular shape, and its origin story is as intriguing as the bar itself.
Many believe the bar’s shape was inspired by the Swiss Matterhorn mountain, later featured on Toblerone’s packaging in the 1970s.
However, an alternate theory—shared by Theodor’s sons—suggests that the inspiration came from the dramatic human pyramids performed at Paris’s Folies Bergère cabaret.
Whether mountains or music halls, the shape was so novel it was patented and remains a central part of Toblerone’s identity.
Despite being a pillar of Swiss identity, Toblerone’s character is notably international. Its name is half Italian, its nougat ingredient came from France, and its global reach spans.
After Theodor’s departure in the 1930s due to financial hardship during the Great Depression, the brand passed through various hands: merging with Suchard in the 1970s, being acquired by Klaus Jacobs, then later becoming part of the Philip Morris conglomerate, and now operating under Mondelēz International, alongside brands like Milka, LU, Oreo, and Côte d’Or.
Today, Toblerone is exported worldwide, with 97% of production heading overseas, amounting to around 7 billion triangles annually.
Toblerone’s influence even reached the military. During World War II, Switzerland constructed a line of triangular concrete blocks resembling Toblerone bars to defend against potential tank invasions. These anti-tank defences, known as the “Toblerone Line”, were part of the National Redoubt strategy. Many of these dragon’s teeth still dot the Swiss landscape today.
Toblerone’s branding has evolved significantly over the years:
While the original flavour remains iconic, Toblerone has cautiously ventured into new territory over the past 50 years:
In 2016, post-Brexit cost concerns led to a controversial redesign for the UK market, increasing the spacing between Toblerone’s peaks. The backlash was swift and loud, sparking the infamous #Tobleronegate, prompting the company to reverse the decision.
In 2023, it was announced that parts of Toblerone’s production would move to Bratislava, Slovakia, which could lead to the loss of the prestigious “Made in Switzerland” label. The bear may be trading its Alpine heights for the High Tatras, but the brand remains rooted in Swiss history.
A charming rumour suggests that Albert Einstein, a clerk at the Swiss Federal Institute of Intellectual Property, may have been involved in Toblerone’s trademark registration in 1909. Though unconfirmed, the claim adds a delightful wrinkle to the brand’s extraordinary story.
Toblerone’s story is a tapestry of innovation and identity—from humble pastry shop origins and wartime defences to political dramas and multinational mergers. Today, it is not just a chocolate bar but a cultural artefact—one triangle at a time.
https://en.wikipedia.org/wiki/Toblerone
https://www.historyoasis.com/post/history-toblerone
https://www.hatchwise.com/resources/the-history-of-the-toblerone-logo
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