Home and Heart of global Toblerone Production: Mondelēz International invests ~65 million Swiss Francs (CHF) in its Toblerone manufacturing facility in Switzerland

Rhea-AI Summary

Mondelēz International (MDLZ) has announced a significant investment of approximately 65 million Swiss Francs in its Toblerone manufacturing facility in Bern, Switzerland. The investment will establish a global center of excellence for Toblerone, featuring a state-of-the-art production line scheduled for autumn 2025.

The facility, which currently produces about 4 million Toblerone products per day and manufactures around 90% of Toblerone products sold worldwide, will undergo major upgrades including enhanced chocolate and nougat making facilities, improved site infrastructure, and logistics. This represents one of the most significant investments in Mondelēz's European chocolate production network in the past decade.

The investment aligns with Mondelēz's strategy to become the leading chocolate player by 2030, particularly focusing on growing Toblerone in the premium segment. To emphasize its Swiss heritage, future Toblerone tablets manufactured in Bern will feature the Swiss flag on their packaging.

Positive

• Major capital investment of 65M CHF shows commitment to growth and modernization
• Expansion of production capacity to meet growing premium chocolate demand
• Strategic alignment with goal to become #1 chocolate player by 2030
• Strong current production capacity of 4M units daily
• Upgrade of manufacturing infrastructure and logistics capabilities

Negative

• None.

Insights

Consumer Goods Analyst

Mondelēz International's 65 million Swiss Franc investment in its Bern Toblerone facility represents a strategic reinforcement of the company's premium chocolate positioning. This capital allocation underscores the firm's commitment to its stated goal of becoming the top global chocolate player by 2030.

The timing of this investment is telling. With 65 million CHF directed toward a single brand's manufacturing capabilities, Mondelēz clearly sees substantial growth potential in the premium chocolate segment. The decision to designate Bern as a global center of excellence creates operational advantages beyond mere capacity expansion, establishing a centralized innovation hub for a brand that already enjoys significant global recognition.

What's particularly notable is Mondelēz's focus on premiumization. By emphasizing Toblerone's Swiss heritage (adding the Swiss flag to packaging) and consolidating 90% of production in its historic home, the company is doubling down on authentic provenance as a competitive differentiation strategy. This aligns with broader consumer preferences for authentic, premium indulgences with heritage storytelling.

The investment in world travel retail leadership is equally significant. This high-margin channel represents a strategic growth avenue as global travel continues its post-pandemic recovery, offering opportunities for premium brand exposure and sampling that extends beyond the immediate travel retail revenue stream.

Manufacturing Strategy Expert

This 65 million CHF investment in Toblerone's Bern facility demonstrates textbook vertical integration of manufacturing excellence. By creating a designated center of excellence, Mondelēz is adopting the hub-and-spoke model that has proven successful across consumer packaged goods manufacturing, concentrating expertise while optimizing global distribution.

The operational specifications reveal strategic capacity planning. Currently producing 4 million Toblerone units daily with 90% of global production concentrated in Bern, this investment enables Mondelēz to meet projected demand growth while potentially capturing economies of scale. The announced autumn 2025 production timeline indicates a methodical implementation schedule that minimizes disruption to existing operations.

Beyond the state-of-the-art production line, Mondelēz's comprehensive approach to upgrading chocolate and nougat making facilities alongside site infrastructure and logistics demonstrates systems thinking rather than piecemeal improvement. This holistic investment approach typically yields better returns on manufacturing capital expenditure through reduced bottlenecks and optimized production flow.

The decision to consolidate premium production in Switzerland rather than relocating to lower-cost manufacturing regions signals a calculated prioritization of quality control, intellectual property protection, and brand authenticity over short-term margin improvements. This approach aligns with successful premium food manufacturing strategies where provenance forms a cornerstone of brand value.

• Mondelēz International, one of the world’s largest snacking companies, is investing in its manufacturing facility in Bern (Switzerland), the home and heart of Toblerone.

• The significant investment in Bern will create the global center of excellence for Toblerone in Switzerland.

• With the investment in Bern, the company underlines Toblerone's growth ambitions to win in the premium segment.

BERN, Switzerland--(BUSINESS WIRE)-- Mondelēz International (Nasdaq: MDLZ) has today announced a significant investment of ~ 65 million swiss francs in its Toblerone manufacturing facility in Switzerland. With this investment, the company is creating a global centre of excellence for Toblerone in Bern (Switzerland) from where the brand and chocolate expertise is exported all over the world. The investment is a clear commitment to the location where this traditional brand was founded back in 1908 and where around 90 percent of Toblerone products sold worldwide are manufactured today. The investment in Bern underlines Toblerone's growth ambitions in the chocolate premium segment, building on its global awareness, uniqueness and leading position in world travel retail.

Toberlone Factory - Bern, Switzerland - Marco Blessano

A state-of-the-art production line scheduled to go into operation in autumn 2025 is about to be installed in our Bern manufacturing facility, to expand capacity following growing demand for premium chocolate. Alongside the new line, Mondelēz is also upscaling its chocolate and nougat making facility, upgrading the site infrastructure and logistics.

Thanks to this investment, Bern will become the “Center of Excellence” for Toblerone, from where the brand and its chocolate expertise is exported all over the world. It is one of the most important investments within Mondelēz International's chocolate European production network in the last 10 years.

As part of Mondelēz’s ambition to become the number one player in Chocolate by 2030, our iconic 117-year-old brand Toblerone is poised to grow globally within the premium segment, leveraging its strong global awareness, uniqueness, and leadership in World Travel Retail business.

The investment is both an expression of the traditional brand's growth ambitions and a clear commitment to Bern as the home and heart of the production, where Toblerone was founded in 1908 and where around 90 percent of its products sold worldwide are produced. As a testimony to this rich heritage, the Swiss flag will soon adorn the packaging of the Toblerone tablets that are manufactured in Bern – to emphasize where the chocolate is made.

“Toblerone is one of the most famous chocolate brands in the world with tremendous potential,” said Iain Livingston, President, Toblerone & World Travel Retail. “Our center of excellence in Switzerland, from where we proudly bring our brand and chocolate expertise around the world, is key to the brand's growth ambition to win in the premium segment.”

Tim Spickenbaum, Director of the production facility in Bern, adds: “Our plant has been a cornerstone of the Toblerone production for decades. Already today we manufacture on average 4 million Toblerone products per production day. We are therefore delighted about the planned modernizations and investments, which will not only enhance our manufacturing capacity but also solidify Bern's position as the home and heart of the triangular brand icon.”

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 percent of Toblerone products sold worldwide are manufactured.

Further photos accompanying this announcement are available at: link.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250409162507/en/

English: media.europe@mdlz.com

German: presse@mdlz.com

Source: Mondelēz International

FAQ

How much is Mondelēz (MDLZ) investing in the Toblerone facility in Switzerland?

Mondelēz is investing approximately 65 million Swiss Francs in its Bern manufacturing facility.

When will the new Toblerone production line in Bern be operational?

The new state-of-the-art production line is scheduled to begin operations in autumn 2025.

What percentage of global Toblerone production occurs at the Bern facility?

Around 90% of Toblerone products sold worldwide are manufactured at the Bern facility.

How many Toblerone products are currently manufactured daily in Bern?

The Bern facility produces an average of 4 million Toblerone products per production day.

What is MDLZ's strategic goal for its chocolate business by 2030?

Mondelēz aims to become the number one player in the chocolate industry by 2030.