\u0027Swissness\u0027 can add as much as 20% to the price tag of a luxury item, say Swiss officials
Swiss officials at the time cited studies showing that a Swiss association can add as much as 20 per cent to the price tag of a product, or even more for luxury items. The label had been “much coveted and misused,” officials said, at home and abroad, in a way that was damaging to its credibility.
The company’s website states that the more than 100-year-old chocolate bar’s unique triangular shape was inspired by Swiss chocolatier Theodor Tobler’s mountainous homeland – in particular, the 14,690-foot Matterhorn, one of the best-known mountains in the Alps. It is not the first time Toblerone’s iconic peaks have become ensnared in a vexed political debate. In 2016, the British government was asked to explain why Mondelez had widened the spacing between the chocolate and nougat peaks: Was it Brexit? As it turned out, no. The reduction in the weight of the bars was long-planned and due to the rising price of some ingredients, the company said at the time.
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