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The century-old Swiss candy chocolate bar with its well-known triangular peaks has gone from inspiring wartime fortifications to toppling political careers—Toblerone’s history reaches far beyond the confectionery aisle.
The Toblerone chocolate bar can trace its origins to Switzerland’s “golden age” of chocolate. The Swiss were pioneering techniques in milk chocolate production and confectionery. It was revolutionary to the candy industry at the time.
Founders: Emil Baumann and Theodor Tobler are the inventors of Toblerone. They figured out how to combine honey and nougat in their almond-rich triangular chocolate bar.
This was the first departure from the traditional flat chocolate shapes.
Their success helped establish Switzerland’s reputation for premium chocolate manufacturing. They joined other Swiss innovations of the era, like milk chocolate (developed by Daniel Peter) and the conching process (invented by Rodolphe Lindt). These innovations collectively transformed chocolate from a gritty, bitter substance into the smooth, melt-in-your-mouth confection we know today.
Toblerone got its name in 1908 by combining Tobler’s family name with “torrone” (Italian nougat) to create the portmanteau “Toblerone.”
It has been debated over the years on the inspiration for the triangular shapes well known to the Toberlone chocolate bar. Many people have falsely believed the chocolate bar was inspired by the Swiss Matterhorn mountain (which was later incorporated into the brand’s marketing).
Dancing inspiration: Theodor’s sons revealed in later interviews that their father was inspired by dancers at Paris’s famed Folies Bergère cabaret. The dancing group was known to create a dramatic human pyramid at the end of their performances.
Albert Einstein may have been involved in patenting Toblerone.
It’s well known that Einstein was working as a clerk at the Swiss Federal Institute of Intellectual Property when the brand was trademarked in 1909.
However, there is no solid proof for this claim that he was the actual approver. It’s fun to think about, nonetheless!
In WWII, Switzerland constructed an extensive network of bunkers and fortifications known as the “Toblerone line.”
They named it after Toblerone because of its distinctive triangular concrete blocks that resembled the candy’s shape.
These were strategically placed to prevent Nazi tank invasions through the valleys and mountain passes.
The dragon teeth fortifications stretched across vulnerable areas of the Swiss landscape. They were part of a larger defensive strategy called the National Redoubt and many can still be seen today.
The “Toblerone affair” erupted when investigative journalists discovered that Deputy Prime Minister Mona Sahlin—who was about to become Sweden’s first female Prime Minister— used her government credit card for personal purchases totaling around 50,000 kronor, including the now-infamous Toblerone chocolate bars, car rentals, and cash withdrawals.
The controversy forced Sahlin to withdraw her candidacy for Prime Minister and temporarily step away from politics in 1995.
Premium Swiss chocolate: Toblerone first marketed itself with its distinctive blend of milk chocolate, honey, and almond nougat. They emphasized its Italian-inspired “torrone” heritage but would eventually go all in on its Swiss identity in the 1910s with a focus on premium craftsmanship.
The chocolate bar added the Bernese bear in 1920.
The iconic Matterhorn silhouette was added in 1970.
In recent years (2021-2024): Toblerone has modernized its approach through personalization initiatives, with a big push on digital platforms and creative collaborations. However, they have managed to stay true to its Swiss origins and premium positioning.
This is a list of all the different versions of Toblerone over the years.
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