Toblerone is making a big change to its chocolate bars

Toblerone has announced it will make a major change to its brand's packaging as production begins to move outside of Switzerland.

The pyramid-shaped chocolate will no longer feature the iconic Matterhorn mountain - which the confectionary is intended to resemble. Now, the image will be replaced with a more generic-looking alpine summit, according to the brand's US owners, Mondelez.

Since 1908, Toblerone has been produced in the Swiss capital, Berne, whose heraldic animal – a bear – is hidden within the image of the Matterhorn.

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A spokesman told the Aargauer Zeitung newspaper: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”

According to the report, Toblerone packaging will now read “Established in Switzerland” rather than “of Switzerland”.

In a further statement, Mondelez said: “To respond to increased demand worldwide and to grow our Toblerone brand for the future, we are continuing to invest in innovation across our Toblerone portfolio, marketing and production.

“As part of this, an evolved visual identity is being unveiled through updated packaging that includes a distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature.

“Berne is an important part of our history and will continue to be so for the future.”

Last year, Mondelez announced its intentions to move some of Toblerone's production to Bratislava, Slovakia. The packaging design will be in-line with Swiss legislation that protects any items which claim to be from