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The earth is round, suitcases are rectangular, but journeys are often ended with triangles. Chocolate triangles, recognizable at first glance in their pyramid-shaped wrappers that pile up in airport duty-free shops around the world. In transit in Dubai, Los Angeles or Tokyo, how many passengers fell for a Toblerone? And bite into these “tablets” available in various sizes. This chocolate is the most sold in duty free. With the Matterhorn, a famous mountain in the Swiss Alps, as its emblem, it has established itself, over the years, as a product known to all thanks to a strong identity and one of the most respectable global visibility. In 2000, Toblerone even took second place as the most well-known brand, behind Coca-Cola.