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Our secret

TOBLERONE is a unique example of outstanding product branding. You must have wondered at some point how TOBLERONE came by its strange name and striking good looks…

The name and the shape

TOBLERONE originates from the chocolatier's family name "Tobler" combined with "torrone", the Italian word for nougat. There are a great many legends about TOBLERONE triangular shape. Chocolate lovers around the world have always believed that Theodor Tobler took his inspiration from his mountainous homeland, and in particular the Matterhorn with its characteristic triangular shape.  
The name and the shape
The name and the shape
But according to Theodor’s sons, the TOBLERONE bar was modelled on something sexier - a red and cream-frilled line of dancers at the Folies Bergères in Paris, forming a shapely pyramid at the end of a show.
TOBLERONE name, its chocolate peaks and unmistakeable pack are instantly recognized throughout the world.

Patent

Right from the start, Theodor Tobler had a feeling that his new product would become famous. Concerned that someone might imitate the TOBLERONE bar his company – Tobler AG as it was then known – applied for a patent in 1909 in Bern, Switzerland, to cover the manufacture of TOBLERONE. TOBLERONE became the first patented milk chocolate bar with almonds and honey.  
Patent
Patent