Consumers have criticised to change from peaks to 'hurdles' © Press Association Images
Consumers have criticised to change from peaks to 'hurdles' © Press Association Images

Toblerone gaps cause consumer backlash

Will Green is news editor of Supply Management
9 November 2016

Mondelēz International has come under fire from consumers for redesigning the iconic peaks in its Toblerone chocolate bar.

The company has introduced flat sections between the peaks to bring down the weight of two bars sold in the UK. The 400g product now weighs 360g and 170g bar is 150g.

Mondelēz blamed a rise in costs for the decision, which follows other firms who have raised prices or cut pack sizes in response to the weak pound and higher production costs.

“Toblerone remains one of the best value and most delicious Swiss chocolate products in the market,” said the company in a Facebook statement.

“This is because we always work hard to ensure we offer value for money for our consumers, but like many other companies, we are experiencing higher costs for numerous ingredients.

“We carry these costs for as long as possible, but to ensure Toblerone remains on-shelf, is affordable and retains the triangular shape, we have had to reduce the weight of just two of our bars in the UK, from the wider range of available Toblerone products.”

Sid Jacobson said in response: “Part of the Toblerone experience is biting into the texture and density of a solid triangle. Creating triangle ‘hurdles’ changes that experience and makes it undesirable. Did you even test market this?”

Leah Potter said: “The logical choice would have been then, to remove a triangle or two from the bar. Surely you must be aware that a huge part of the excellent Toblerone experience is breaking off and sharing triangles of chocolate...who gets stuck with the crap flat piece?”

Mondelēz said it appreciated “the passion of Toblerone fans around the world”. “We will never compromise on taste nor our famous Swiss quality and can assure you that the Toblerone recipe hasn’t changed.”

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