Toblerone ‘Disappoints’ Devotees By Dropping Iconic Dark Chocolate Bar

by News Editor

April 18, 2025

Fans of Toblerone’s iconic dark chocolate bar are in for a bitter surprise: after 56 years on shelves, the 360g version is being quietly discontinued—at least in the UK.

The move was confirmed by a spokesperson from Mondelez, the U.S. company behind the Swiss-born brand, who acknowledged the decision “may be disappointing for some consumers.” No clear explanation was offered, though Mondelez assured it remains committed to investing in Toblerone’s future.

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The decision follows months of confusion, with frustrated fans turning to social media in search of answers. “I’ve been looking everywhere,” one user posted on X, formerly Twitter, after Toblerone’s team previously denied the product had been pulled.

The discontinuation is the latest twist in Toblerone’s recent identity shift. In 2023, the brand was forced to drop the iconic Matterhorn mountain from its packaging due to Swiss “Swissness” laws, which prevent companies from using national symbols on products not entirely produced in Switzerland.

When Mondelez moved some of Toblerone’s production to Slovakia, the brand had to swap the 4,478-metre alpine peak for a more generic summit to stay compliant. These regulations, introduced in 2017, require that milk-based products labelled “Swiss” must be made exclusively in the country. For other foods, at least 80% of the ingredients must be of Swiss origin.

These rules matter: research shows consumers are willing to pay around 20% more for items marketed as “Made in Switzerland.”

Launched in 1908 in Bern, Toblerone was born from a clever blend of its creator Theodor Tobler’s name and “torrone,” the Italian word for nougat. The brand’s unique triangle shape and honey-almond flavour earned it global fame, but today’s changes reflect a broader tension between nostalgia and modern commercial reality.

With iconic visuals gone and a fan-favourite product now shelved, Toblerone faces a delicate balancing act: preserving its heritage while adapting to global production and regulation shifts.

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Paphos Wins Two Awards For Long-Term Tourism Strategy

by THEFUTURE.TEAM

July 23, 2026

The Paphos regional tourism board, Etap Paphos, said on Tuesday that its “Paphos – Unleash Your Senses” campaign has secured two industry awards, underscoring the region’s long-term effort to strengthen its position as an international tourism destination.

Recognition For Strategy, Not Just Promotion

The campaign won gold at the Cyprus Tourism Awards 2025 in the Strategy & Innovation – Timeless Presence category and bronze at the Marketing Achievements Awards 2025 in Integrated Marketing.

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Etap Paphos said the honours reflect more than a successful promotional initiative. They also validate a broader collaborative model developed over the past seven years to support the region’s tourism growth.

A Public-private Model Built Over Seven Years

The strategy was designed around a shared long-term vision, bringing together public institutions and private-sector partners under a single destination marketing framework.

According to the board, it was the first organised effort in Cyprus to successfully align public authorities and private businesses behind one unified tourism strategy. That model, it said, has since become a reference point for how coordinated action can improve a destination’s competitiveness in international markets.

Partnership At The Core Of The Campaign

The success of the campaign was credited to the contributions of a broad network of partners and stakeholders, including the Paphos Regional Board of Tourism, the Cyprus Hotel Association’s Paphos district branch, Hermes Airports, Eurobank, participating hotels and other supporting organisations.

Special recognition was also given to AZTECH, the agency responsible for the campaign’s strategic planning and execution. The board said the agency’s expertise has been central to expanding and reinforcing Paphos’s international presence.

Why The Awards Matter

“These distinctions carry deep significance as they celebrate more than just a successful advertising campaign,” the tourism board said. It added that the awards highlight the value of sustained cooperation and shared objectives over short-term promotional activity.

The recognition comes as Paphos continues working to position itself as a year-round, modern, sustainable and smart tourism destination.

“Elevating the profile of Paphos as a year-round highly modern, sustainable and smart travel destination remains an ongoing effort that relies entirely on the continued commitment and contribution of all partners,” the board said.

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