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Classic packaging. Toblerone
It was Theodore
Tobler and his production manager Emil
Baumann who developed this uniquely shaped
chocolate. The name Toblerone is a word play upon the names 'Tobler' and
'Torrone' the Italian word for honey-almond nougat.
The unmistakable shape of the Toblerone packaging is an example of unique
branding. The product, which is sold throughout the world, not only has
a distinctive name but is distinguished by its triangular peaks.
Apparently the unusual shape may have been
inspired by the most famous mountain in Switzerland called The Matterhorn.
Alternatively it is rumored that the shape may have been based upon an
all together more exotic theme. The creator of Toblerone, Theodore Tobler
regularly made business trips to Paris. Tobler visited the show at the
Folies Bergères. As part of their stage act the red
and beige clad dancers at the famous cabaret
formed a human pyramid at the close of their number. Could this vision
have inspired Tobler's triangular shaped chocolate?
Concerned that a competitor may attempt
to steal the concept shape for this unique product and threaten the success
of Toblerone, Tobler applied for a patent for the Toblerone manufacturing
process in Bern in 1906. It was granted, which led to Toblerone becoming
the first chocolate product to be patented.
Tobler moved quickly and in 1909 also registered
Toblerone as a brand name in Switzerland.
Brief History of Toblerone:
| 1867 |
Jean Tobler (father of Theodore Tobler) opens his first
store, the "Confiserie Spéciale", on Mittelstrasse
in Bern/Switzerland. |
| 1899 |
The demand for Tobler's chocolate products become so
great that Jean Tobler Jean Tobler opens his own chocolate factory.
Together with his sons, he founds the 'Fabrique de Chocolat Bern,
Tobler & Cie'. |
| 1908 |
Theodore Tobler (Jean Tobler's son) and Emil Baumann
(production manager and Tobler's cousin), develop a unique chocolate,consisting
of a special recipe and a triangular shape. They named the product
Toblerone. |
| 1909 |
The Toblerone brand is orally registered with the Federal
Institute for Intellectual Property in Bern, shortly afterwards Toblerone
becomes the first patented milk chocolate containing almonds and honey.
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| 1920 |
The image of a bear (Bern's heraldic animal) replaces
the eagle on the Toblerone package. |
| 1930 |
The eagle returns to the packaging, this time with a
flag carrying the Tobler "T." At the time, products were
not allowed to display Swiss national symbols. |
| 1969 |
Toblerone also becomes available in a semi-sweet Dark
Chocolate Toblerone. |
| 1970 |
The TOBLERONE name takes up all the space on the packaging.
The end panels show an image of the Matterhorn |
| 1973 |
White Chocolate Toblerone is introduced to the Swiss
market. |
| 1987 |
The blue and white Tobler logo appears on the packaging
in addition to the Toblerone name. |
| 1995 |
A new product. The Toblerone Minis become available. |
| 1996 |
Blue Toblerone - the first filled Toblerone becomes
available. |
| 1997 |
Toblerone Pralinés become available and prove
to be an instant success.
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