Shapeshifting

The US Presidential elections this week left many baffled with the outcome, in the same year Europe faced a Brexit. But the next shapeshifting event has revealed itself: TobleroneGate!
Although the actual possible consequences of the intended Brexit are still quite vague, the first “serious consequences” are upsetting the people in the UK: Toblerone has added more space between its chocolate triangles.
Mondelez, the manufacturer of Toblerone, decided to adapt two of its chocolate bars. On the two strips with the known toothed chocolate (namely, that of 400 grams and that of 170 grams), the space between the triangular segments is increased, with lighter bars as a result.
The company states to have done this to ensure that it does not have to raise the price of its bars in Britain. The Brexit has lead to the British pound losing value, which has lead to higher cost of some ingredients. Mondelez is now compensating this; the choice was either making the Toblerone bars more expensive, or making the product lighter.
Toblerone has trademarked its famous chocolate bar shape. Changing the shape could have serious consequences for Mondelez’ trademark rights. Should they file for a new trademark application? Are the current trademark registration valid over time, when Mondelez uses a different shape Toblerone? Brexit remains shapeshifting.

Source: nrc.nl

Erwin Hauër

“Hope is not a strategy.”

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