Toblerone and Oxo hate polar bears

I recently noticed a TV advert for a new Toblerone product, called Tobelle. The branding and styling seemed quite fancy, along  the Ferrero Rocher route, rather than ‘I picked this up for you on the ferry home from Calais’, which for me at least has been Toblerone’s identity to date.

One thing that struck me, was  the amount of extra packaging that seemed to be involved. Tobelle looks like individually presented (individually wrapped?) triangles of chocolate in one big triangle box, although it’s very hard to find images of the inside of the packaging. This was the best I could do:


Seems like an odd decision, when the world is supposed to be concerned about low-carbon, MPs expenses and general shows of wealth. The papers are full of recession-chic and ways to recycle Christmas presents, or wrap them in newspaper.

Maybe it wouldn’t be so obviously ostentatious packaging if it wasn’t for the fact that Toblerone’s classic triangular prism was probably much cheaper and more eco-friendly:


Also, has anyone noticed the new Oxo cubes shaped in an X? You have to wonder about the extra cost of doing that, offset against the very minor novelty of seeing an X shaped stock cube in your hand before it crumbles into your dinner.


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2 Responses to Toblerone and Oxo hate polar bears

  1. Jamie Bullock says:

    Is that the Matterhorn on the Toblerone wrapper, or just an iceberg slowly melting into the ocean?

  2. Anonymous says:

    I also just noticed the ‘hidden bear’ or what I think looks more like an overweight horse rearing up in the logo…

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