LONDON — Coming back from holiday and picking up a Toblerone at the airport is a time-honoured British tradition.
With its sizeable hunks of chocolate and trademark, triangular shape, the spiky Swiss bar has long held a place in the nation's heart.
A photo posted by Toblerone (@tobleroneglobal) on Jul 30, 2016 at 9:57am PDT
Recently, though, something happened that immediately caused the tide of public opinion to turn from universal love to total, seething outrage.
— Helen Ryles (@HelenRyles) October 28, 2016
Yep: Toblerone changed the shape of their chocolate bar, minimising the chocolate-content by making the gaps between the triangles bigger.
And just like that, the floodgates opened.
— Britt Whyatt 🍰🦄 (@shewhobakes1) November 8, 2016
— James Adams (@jamesradams) November 7, 2016
People weren't happy. Comments poured in on Toblerone's Facebook page, Twitter went wild, and a Reddit thread in r/unitedkingdom addressing the altered shape received almost 700 comments.
Someone even brought Brexit into the mix.
— Kelvin 🇳🇬 (@KelvzEmm) November 8, 2016
Eventually, the story made the BBC, and it was clear from the "Most Read" section — on the day of the U.S. presidential elections — just how passionately people feel about the issue.
— Mark Hillary (@markhillary) November 8, 2016
Basically, people feel really, really passionate about this.
— Victoria Fritz (@VFritzNews) November 8, 2016
— Josh Hellawell (@JoshHellawell) November 8, 2016
If Trump gets in, it'll be the second biggest global crisis today. @Toblerone
— David Hart (@MWERacing) November 8, 2016
Toblerone issued a statement a few weeks back on their Facebook page to explain the changes — basically, they said it came down to a change in shape or a change in price, and they went for the shape option.
From the looks of social media, though, they may be regretting their decision.