How Toblerone chocolate became linked to air travel | Instant News

(CNN) – Toblerone might not be the most famous chocolate brand in the world, but it’s arguably the most iconic – especially when it comes to travel – even if you don’t know the name Toblerone , chances are good, you can recognize it just by its shape. On the other side of a crowded and crowded duty free shop, it’s easy to spot the pyramid-shaped, gold-foil-wrapped chocolate bars the brand is known for. In an increasingly connected world, where Coke cans and iPhones are as ubiquitous in Malaysia as they are in Manhattan, opening a Toblerone still manages to feel like an experience you can’t duplicate at home. “[Toblerone] represents travel, “says Marianne Klimchuk, chair of the packaging design department at the Fashion Institute of Technology in New York.” The typographic style is like a vintage luggage tag. It has authenticity and European cultural heritage. For something that’s so dated in history, it feels very fresh. “Despite its timeless feel, the candy is a relatively spry 120 something. Chocolates with crisp Italian torrone (honey nut nougat). This is the origin of the name Toblerone – a mix of the Tobler name and The bright yellow and gold packaging also makes Toblerone stand out in airport stores. Shutterstock Irvin Lin, like many children around the world, grew up associating Toblerone with travel and the exotic His Taiwanese-American family in St. Louis didn’t have much opportunity to travel or eat sweets, so Toblerone became an indulgence in both “It was something I associated with being a child, and that exclusivity of having it only at the airport, “he explains.” Buying a Toblerone was very special to me. My friends’ families would go on vacation and they would bring this chocolate home. chic, European, in the shape of a triangle. I had never seen [Toblerones] in a grocery store. I thought you could only get it at the airport or when traveling and being part of the jet set. “While many consumers see the image of an Alpine mountain on the packaging and assume that the triangular shape of the candy is meant to mimic that, a Toblerone representative says that was not the original intention. Most people think that the shape is a symbol of the Swiss mountain landscape … but the real story is actually on [how] Mr. Tobler wanted to create something different, going against the norm, a triangle in a square world. “While the quest to make a bigger profit has meant that some food brands have strived to source all grocery stores around the world., Toblerone stands out as the rare commodity that hasn’t tried to be everything for everything. the world. They don’t have a celebrity mouthpiece or eye-catching jingle. Despite the fact that you can get an identical Starbucks latte in any big city, a Toblerone chocolate bar still makes sense of. privileged access. Klimchuk agrees. “The feeling of luxury and indulgence is where [the brand] hits the mark across cultures. This is equivalent to what a traveler feels when traveling – it’s a treat, and when you travel, you indulge yourself. “And while the packaging has remained the same, there have been a few updates over the years. Originally available only in milk chocolate, Toblerone has expanded to include white, dark and dark. ‘other flavors. The brand was also criticized by its fans in 2016, when a redesign to reduce the amount of chocolate in each bar resulted in wider gaps between each triangle. “Like many other companies, unfortunately, we incur higher costs for many ingredients. We bear these costs for as long as possible, but to make sure Toblerone stays on shelves, is affordable, and retains the iconic shape we all know and love, we’ve had to reduce the weight of this particular bar, ”Mondelez said. , the parent company of the Toblerone brand, said at the time in a statement. Two years later, the original shape and size returned – albeit at a slightly higher price. It just shows what happens when change happens to a product that so many people have longed for.

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