Toblerone product logo
|Owner||Mondelēz International (U.S.)|
|Related brands||List of Kraft brands|
|Previous owners||Kraft General Food (-2012), Jacobs Suchard AG (-1990), Interfood S.A. (-1982), Tobler (-1970)|
Toblerone (//; German: [tobləˈroːnə]) is a Swiss chocolate bar brand currently owned by US confectionery company Mondelēz International, Inc., which was formerly Kraft Foods, the company that acquired the product from former owner Jacobs Suchard in 1990. It is produced in the capital city of Switzerland, Bern, and the bear symbol of the city is still visible in the logo. Toblerone is known for its distinctive shape, which involves a series of joined triangular prisms.
Toblerone was created by Emil Baumann & Theodor Tobler (1876–1941) in Bern, Switzerland, in 1908. Emil Baumann, the cousin of Theodor Tobler, created the unique recipe consisting of milk chocolate including nougat, almonds and honey and Theodor Tobler came up with the distinctive triangular shape and packaging of this now world famous chocolate bar.
The triangular shape of the Matterhorn in the Swiss 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 Bergères created as the finale of a show that Theodor saw.
Theodor Tobler applied for a patent for the Toblerone manufacturing process in Bern in 1909. The Toblerone brand was trademarked in 1909, at the Swiss Federal Institute of Intellectual Property in Bern.
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. Mondelēz (Kraft Foods Inc at that time) acquired the majority of Jacobs Suchard, including Toblerone, in 1990.
Sizes and variants
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:
|Size(g)||Tiny||Mini||35 g||50 g||75 g||100 g||150 g||360 g||750 g||4.5 kg|
|Size(oz)||1.2 oz||1.7 oz||2.6 oz||3.5 oz||5.3 oz||12.7 oz||26.5 oz||159 oz|
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.
In 1932 Tobler made the first filled bars of chocolate, the Tobler-O-rum.
Since the 1970s, other variants of Toblerone have been produced. These include:
- Plain chocolate
- (dark chocolate) in a yellow or black triangular box (1969)
- White chocolate
- in a white triangular box (1973)
- editions with white chocolate peaks, also in a white/silver triangular box
- Filled editions
- milk chocolate with a white chocolate centre (blue triangular box)
- individually wrapped triangular chunks
- Toblerone Pralines
- released in 1997, a single peaked version in the distinctive beige packaging
- Fruit and 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
- 500 g 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.
- Toblerone Tobelle
- Toblerone thins in a beige triangular box
- Crispy Coconut
- with honey and almond nougat and coconut
2016 size changes
In 2016 two peaks were removed and larger gaps were introduced between each peak, in two of the bars in the United Kingdom, to cut the weight of the bars and reduce costs, while retaining the same package size. This change reduced the weight of the 400g bar to 360g and of the 170g to 150g; other sizes of bar were unaffected. The change was not well received, with one MSP calling for "government action" by the Scottish Parliament over the change. In 2018, it was announced that the bars would revert to their original shape, and the 150g bar replaced by a 200g bar.
In the past it has been manufactured in other locations including Bedford in England. In the 1970s and 1980s, it was manufactured under license for the Yugoslav market by Kraš in Zagreb (present-day Croatia).
A similar product is the Croatian product Kolumbo, made by factory Kraš from Zagreb. This chocolate is also composed of pyramids of hazelnuts and honey. Kraš was producing Toblerone under license during the 1970s and 1980s.
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.
In 1995, it was revealed that the Swedish politician Mona Sahlin had misused her government-issued credit card for unauthorized 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". These attempts were ultimately unsuccessful, and Sahlin was forced to step down as a candidate for the post as Prime Minister. She returned to politics in 1998.
A triangular shaped set of student residences on the Oxford Road, Manchester, for students of the University of Manchester built circa 1975 and resembling the chocolate bar are known as the Toblerones.
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- Svensson, Britta (2007-01-05). "Nej det handlade inte bara om Toblerone..." (in Swedish). Expressen. Archived from the original on 2012-04-07. Retrieved 2007-01-24.
- "University of Manchester". The Hitchhiker's Guide to the Galaxy: Earth Edition. Retrieved 3 November 2014.
- "The Whitworth Park Residencel". Our Manchester - Manchester History Net. Archived from the original on 3 November 2014. Retrieved 3 November 2014.
- Frank, Allegra (2017-09-25). "Neo Yokio's big Toblerone is real, to the internet's delight". Polygon. Retrieved 2019-02-11.
- Bryan, Scott. "There's A Huge Obsession With Toblerones In Netflix's "Neo Yokio" And It's Sparked A Weird Meme". BuzzFeed. Retrieved 2019-02-11.
Media related to Toblerone at Wikimedia Commons