CHF ~65 million investment in 2025: Swiss President Guy Parmelin inaugurates new Toblerone production line in Switzerland
MWN-AI** Summary
In March 2026, Swiss President Guy Parmelin inaugurated a new production line at the Toblerone plant in Bern, following a significant investment of approximately CHF 65 million aimed at establishing a "Center of Excellence" for the iconic Swiss chocolate brand. This investment underscores Mondel?z International's commitment to enhancing Toblerone's production capabilities and innovation, thereby aiming to meet the growing global demand for premium chocolate.
Since its inception in 1908, Toblerone has become a Swiss staple, with the Bern facility currently responsible for around 90% of the worldwide production. Amidst an increased focus on premium products, this expansion reflects the brand's ambition to strengthen its position in the global market, particularly in the World Travel Retail sector.
President Parmelin highlighted the cultural significance of Toblerone, stating that it embodies Swiss identity and quality. He expressed pride in the ongoing production of the chocolate in its country of origin, emphasizing the historic and economic importance of such investments in local manufacturing.
The modernization efforts at the Bern plant not only enhance production facilities for chocolate and nougat but also improve logistics and infrastructure, positioning Toblerone for a future of sustained growth. Under the leadership of Iain Livingston, President of Toblerone and World Travel Retail, the brand is well-poised to tap into its strong global awareness and unique appeal.
This milestone investment is part of a broader strategy by Mondel?z International, which operates in over 150 countries and generates significant net revenues, positioning itself as a leader in the global snacking sector. The company continues to cherish its rich heritage while actively pursuing expansion in premium chocolate products.
MWN-AI** Analysis
The CHF ~65 million investment to establish a "Center of Excellence" for Toblerone in Bern, Switzerland represents a significant strategic move by Mondel?z International and a testament to the enduring strength of the Toblerone brand. This upgrade to the production line will enhance efficiency and innovation, reinforcing the brand's capacity to compete in the premium chocolate market, which has seen concerted growth globally.
As approximately 90% of Toblerone products are produced in Switzerland, the commitment to local manufacturing underscores the brand's heritage and quality associated with Swiss products. The inauguration of this production line not only aims to cater to increasing global demand but also aligns with broader industry trends focused on sustainability and quality production practices.
Investors should consider Mondel?z's well-established position in the snacking sector, evidencing robust revenue streams of about $38.5 billion projected for 2025. The strategic investment in Toblerone could be seen as a response to evolving consumer preferences toward premium offerings, particularly as markets increasingly gravitate towards high-quality, artisan products.
From a market perspective, the expanded production capacity should play a pivotal role in capturing market share within the competitive premium chocolate segment. Furthermore, leveraging the growth in e-commerce and World Travel Retail channels will likely amplify brand exposure and accessibility, essential for capitalizing on Toblerone's iconic status.
In conclusion, the CHF ~65 million investment is not just a financial endeavor but a foundational step towards ensuring the brand's future relevance and growth. Long-term investment in companies like Mondel?z, with their focus on innovation, sustainability, and legacy brands like Toblerone, could potentially yield favorable returns as they continue to disrupt and adapt within the dynamic food and beverage marketplace.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
- The ~65 million Swiss Francs (CHF) investment announced in 2025 to create the global "Center of Excellence" for Toblerone in Bern is a clear commitment to Switzerland, where the iconic brand was founded in 1908.
- Today, the Swiss plant produces ~90 % of global Toblerone demand.
- The investment increases Toblerone's production and innovation capability to accelerate the brand's global growth ambition in premium chocolate.
BERN, Switzerland, March 11, 2026 /PRNewswire/ -- After a year, an important milestone in the renovation work at the Toblerone plant in Bern, Switzerland has been reached: the installation of a brand-new, state-of-the-art production line has been completed. As one of the largest investments in Mondel?z International's chocolate production network in the last decade, a global "Center of Excellence" for the iconic Swiss brand Toblerone is being created in Bern. Ultimately, this will increase Toblerone's production capacity and innovation capability to accelerate the brand's global growth ambition in the premium segment and meet worldwide demand for the iconic triangular brand.
Swiss President and Minister of Economic Affairs Guy Parmelin officially inaugurated the new production line yesterday in Bern. In his speech, he emphasized: "If there is one product that represents Switzerland worldwide, it is chocolate. And Toblerone has a very special place among Swiss chocolates. It is more than just chocolate. It is a piece of Swiss history. And a symbol of Swissness par excellence: identity and quality. As President of the Swiss Confederation and Minister of Economic Affairs, I am therefore particularly pleased that ~90 % of Toblerone production continues to be produced here in Bern on this new production line."
Switzerland - the heart and home of Toblerone
The famous triangular chocolate was invented in 1908 by Theodor Tobler and Emil Baumann and has developed over decades into a bestseller from Switzerland. Today, ~90 % of Toblerone products sold worldwide are manufactured at the Toblerone plant in Switzerland. "We have always taken pride in producing here in Switzerland. The investment underlines our strong commitment to the location and is a critical milestone to reach our ambition to lead growth in premium chocolate worldwide," confirms Iain Livingston, President Toblerone and World Travel Retail.
To support Mondel?z's ambition, the iconic 118-year-old brand is poised to grow globally within the premium sector, capitalizing on its strong global awareness, uniqueness, and leadership in the World Travel Retail business. Toblerone is exported from Switzerland to more than 120 countries around the world.
Thomas Kauffmann, Bern Plant Manager: "We are incredibly proud of the new Toblerone production line, as well as the modernization in logistics and infrastructure." The investment will also expand the production facilities for chocolate and nougat, as well as the capacity for mass production.
Toblerone Fast Facts: Did You Know?
- Toblerone was invented in Switzerland by Theodor Tobler and Emil Baumann in 1908.
- "Toblerone" is a play on words from the names "Tobler" and "Torrone", the Italian name for honey-almond nougat. The special feature is the triangular shape of the tablet.
- Since 1985, Toblerone has been produced at the factory in Bern, Switzerland, where today around 90 % of Toblerone products are manufactured and sold in more than 120 countries in the world.
About Mondel?z International
Mondel?z International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2025 net revenues of approximately $38.5 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondel?z International is a proud member of the Dow Jones Best-in-Class North America and World Indices, formerly Dow Jones Sustainability Indices. Visit www.mondelezinternational.com or follow the company on X at x.com/MDLZ.
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Photo - https://mma.prnewswire.com/media/2931183/Freshly_packaged_Toblerone.jpg
Photo - https://mma.prnewswire.com/media/2931184/Handover_of_a_Toblerone.jpg
SOURCE Mondel?z International
FAQ**
How does the CHF 65 million investment by Mondelez International Inc. (MDLZ) in the Toblerone production line impact the company's overall growth strategy in the premium chocolate market?
What specific innovations and production enhancements can be expected from the new Toblerone production line inaugurated by Mondelez International Inc. (MDLZ)?
Given that 90% of Toblerone is produced in Bern, Switzerland, how does Mondelez International Inc. (MDLZ) plan to leverage this strategic location to enhance global distribution and supply chain efficiency?
How does Mondelez International Inc. (MDLZ) plan to promote the “Center of Excellence” initiative for Toblerone to maximize its potential within the competitive premium chocolate segment?
**MWN-AI FAQ is based on asking OpenAI questions about Mondelez International Inc. (NASDAQ: MDLZ).
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