Toblerone makes major change to packaging as it's no longer made in Switzerland
Toblerone is to go under a huge design change which will remove the Matterhorn mountain peak from its branding.
The pyramid-shaped chocolate bar will now be mostly made in Slovakia instead of Switzerland.
Swiss law dictates that only milk-based products made exclusively in Switzerland can use its national symbols.
US firm Mondelez said the image of the Matterhorn mountain will be replaced by a more generic summit instead.
There will also be a new typeface, and it will feature the signature of its founder, Theodor Tobler.
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Matterhorn mountain is located on the border between Switzerland and Italy and measures 14,690ft high.
Toblerone, which is known for its triangular pieces of chocolate, first went on sale in the Swiss capital of Bern in 1908 and consists of nougat, almonds and honey.
It has been owned by American multinational confectionery firm Mondelez - which also owns Cadbury - since 2012.
A Mondelez spokesperson 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."
"Bern is an important part of our history and will continue to be so for the future."
Toblerone packaging has sparked many viral social media conversations over the years, including a hidden detail that often went missing by chocolate lovers.
One mum recently pointed out that there isn't just a mountain printed on the chocolate box - there's also a bear in the two-tone logo, which is stood up on its hind legs.
She tweeted: "My son had his first Toblerone today. 'What's the bear for?' Me: 'What bear?' I was today years old when I found out there's a bear in the Toblerone logo."
She went on to explain: "Toblerone comes from Bern, Switzerland. Also known as the city of bears."
Responding to the revelation, one person commented: "I have never seen that!!! Your son is brilliant!"
Another said: "Eating them for 50 years never noticed that, your lad's a genius, in my defense [sic] the wrapper is the last thing I'm thinking about when I get one", someone else praised."
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