Toblerone's Slogans & Taglines

Toblerone was created in 1908 by Theodor Tobler and his cousin Emil Baumann in Bern, Switzerland, blending the family name with "torrone," the Italian word for honey-almond nougat that defines its signature filling. The iconic triangular shape—patented in 1909 and inspired by a Parisian human pyramid or the Swiss Alps—encloses a recipe of milk chocolate, honey, and almond nougat that has remained largely unchanged for over a century. Now owned by Mondelēz International after passing through Suchard and Kraft Foods, the brand has expanded from its gold-wrapped classic to dark, white, and Fruit & Nut variants, plus Tiny minis and a 4.5-kilogram giant bar. Its slogan evolution traces a playful arc from the 1980s jingle "Slices, dices, wedges" and the indulgent "Better than sex. It peaks 11 times," to the modern invitation "Make time for Toblerone" and the 2023 relaunch mantra "Be more triangle," celebrating the very quirkiness that made a triangle iconic in a world of squares.