©Kraft Foods Suisse SA

A triangular shaped bar with a white, honey and almond center enveloped in rich milk chocolate – Theodor Tobler and Emil Baumann came up with the “secret recipe” for the first Toblerone in 1908. They registered the name – a play on the words Tobler and torrone, the Italian for nougat – as a trademark in 1909. Owned and distributed today in over 110 countries by the Kraft Company, Toblerone launched celebrations for its 100 birthday in Berne (Switzerland), the town of its creation.

The triangular shape of the Toblerone was registered as a three-dimensional trademark under the Madrid System (International Registration Number 615992) in 1994. Tobler created the shape to resemble the Matterhorn mountain, pictured on the packaging. Each chocolate triangle in the Toblerone is called an Alp. A bear, the symbol of the city of Berne, is concealed in the logo.