Toblerone

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Toblerone
Toblerone logo.svg
Toblerone product logo
Toblerone 3362.jpg
Product typeConfectionery
OwnerMondelēz International (U.S.)
CountrySwitzerland
Introduced1908; 110 years ago (1908)
Related brandsList of Kraft brands
Previous ownersKraft General Food (-2012), Jacobs Suchard AG (-1990), Interfood S.A. (-1982), Tobler (-1970)
Websitehttp://www.toblerone.com

Toblerone (/ˈtblərn/; German: [tobləˈroːnə]) is a Swiss chocolate bar brand[1] 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,[2] 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.

History[edit]

Toblerone was created by Theodor Tobler (1876–1941) in Bern, Switzerland, in 1908. Theodor Tobler, with his cousin Emil Baumann, developed a unique milk chocolate including nougat, almonds and honey with a distinctive triangular shape.

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.[3]

Some early advertisements for Tobler chocolate appeared in the international languages Esperanto[4] and Ido.[5]

Theodor Tobler applied for a patent for the Toblerone manufacturing process in Bern in 1909.[3] The Toblerone brand was trademarked in 1909, at the Swiss Federal Institute of Intellectual Property in Bern.[6]

The Tobler company was independent for many years. In 1970, it merged with Suchard, the makers of Milka, to become Interfood. The Tobler company merged with the Jacobs coffee company in 1982 to create Jacobs Suchard. Mondelēz (Kraft Foods Inc at that time) acquired the majority of Jacobs Suchard, including Toblerone, in 1990.

Name[edit]

The product's name is a portmanteau combining Tobler's name with the Italian word torrone (a type of nougat).[7][8][9]

Sizes and variants[edit]

Imaginative advertising in the 1960s included the production of a model Volkswagen Type 2 by Corgi Toys, featuring Toblerone designs on its side panels

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 Tiny Mini 35 g 50 g 75 g 100 g 150 g 360 g 750 g 4.5 kg
Peaks 3 3 8 11 11 12 9 11 17 12

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.[10]

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)
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 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.[11]
Toblerone Tobelle
Toblerone thins in a beige triangular box
Crispy Coconut
with honey and almond nougat and coconut

2016 size changes[edit]

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,[12][13][14] with one MSP calling for 'government action' by the Scottish Parliament over the change.[15] In 2018, it was announced that the bars would revert to their original shape, and the 150g bar replaced by a 200g bar.[16]

Manufacturing[edit]

In the past it has been manufactured in other locations including Bedford in England.[17] In the 1970s and 1980s, it was manufactured under license for the Yugoslav market by Kraš in Zagreb (present-day Croatia).[citation needed]

Similar products[edit]

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.[citation needed]

Another comparable product is Mahony,[18] produced by the company Chocolat-Frey AG in Switzerland.

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.[19]

Cultural impact[edit]

The distinct pyramidal shape of the bar lent its name to the Toblerone line, a series of anti-tank emplacements prevalent in Switzerland's border areas.[20][21]

In 1995, it was revealed that the Swedish politician Mona Sahlin had bought, among other things, two bars of Toblerone using her Riksdag credit card (i.e., with taxpayers' money). This became known as the Toblerone affair. Sahlin was forced to step down as a candidate for the post as Prime Minister. She returned to politics in 1998.[22]

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.[23][24]

See also[edit]

References[edit]

  1. ^ "Brand Family". Mondelezinternational.com. Retrieved 2016-02-11.
  2. ^ "Toblerone FAQs". toblerone.co.uk. Retrieved 2016-06-27.
  3. ^ a b "Toblerone - Chocolate - Our Secret". Retrieved 2018-08-01.
  4. ^ "Tobler (fama pro Toblerone) estis Esperantisto. Tobler (famous for Toblerone...)". google.com.
  5. ^ "Home". Swissworld.org. Retrieved 2016-02-11.
  6. ^ "Toblerone: 1909". How it All Began: Tobler's Chocolate. Kraft Foods. 2006. Archived from the original on March 24, 2009. Retrieved 2008-02-03.
  7. ^ "Toblerone - How it all began - 1900 The First Toblerone". Retrieved 2018-08-01.
  8. ^ "TOBLERONE - Questions et Réponses". Toblerone.ch. Retrieved 2016-02-11.
  9. ^ "La marque suisse: Toblerone - Toutes Taxes Comprises - TV - Play RTS - Radio Télévision Suisse". Rts.ch. 2010-04-30. Retrieved 2016-02-11.
  10. ^ "TOBLERONE - Toblerone Schoggifest 2010". Toblerone.ch. Archived from the original on 2008-12-22. Retrieved 2016-02-11.
  11. ^ "FAQ". Archived from the original on December 18, 2008. Retrieved January 1, 2009.
  12. ^ "Toblerone triangle change upsets fans". BBC. 8 November 2016. Retrieved 8 November 2016.
  13. ^ Olivennes, Hannah (8 November 2016). "Toblerone Alters Shape of 2 Chocolate Bars, and Fans Are Outraged". Retrieved 9 November 2016.
  14. ^ "Higher costs take bite out of Toblerone, shrinking UK bars". Sydney Morning Herald. 9 November 2016.
  15. ^ "MSP calls for government action over change to Toblerones". BBC. Retrieved 1 December 2016.
  16. ^ "Toblerone to revert to original shape". 21 July 2018 – via www.bbc.co.uk.
  17. ^ Hutber, Jenna (8 November 2016). "Bedford's lost Toblerone history". Bedfordshire News.
  18. ^ "Chocolat Frey". Chocolatfrey.ch. Retrieved 2016-02-11.
  19. ^ Selwood, Daniel. "Poundland unveils Twin Peaks, a Toblerone-style chocolate bar," The Grocer, 19 June 2017. Retrieved 8 July 2017.
  20. ^ "The Toblerone Line". www.toblerones.ch. Retrieved 2018-08-01.
  21. ^ "7 things you probably didn't know about the Toblerone chocolate bar". Cool FM.
  22. ^ 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.
  23. ^ "University of Manchester". The Hitchhiker's Guide to the Galaxy: Earth Edition. Retrieved 3 November 2014.
  24. ^ "The Whitworth Park Residencel". Our Manchester - Manchester History Net. Archived from the original on 3 November 2014. Retrieved 3 November 2014.

Bibliography[edit]

External links[edit]

Media related to Toblerone at Wikimedia Commons