The high reputation of Swiss chocolate means that manufacturers have always to be on the look-out for imitations.

Chocosuisse, the umbrella organisation of the Swiss chocolate industry, is always quick to prevent non-Swiss manufacturers from implying a link with Switzerland: for Chocosuisse the image of "Swissness" is part of its capital, not to be squandered lightly.

In a high-profile case in Britain which went right to the top of the appeals system in 1999, Chocosuisse managed to stop the British firm Cadburys from marketing one of its products under the name of "Swiss Chalet" and using a picture of the Matterhorn on the wrapping.

The case was one of several hundreds brought in the last 30 years of the century. Most of the earlier cases involved firms in other European countries, but more and more are now being brought in Asia and Latin America.

In some cases the offenders actually claim to be making "Swiss chocolate", but Chocosuisse also fights to stop more indirect claims of Swissness - "Swiss Chalet" was only one example among many. It also pounces on more subtle indications, like the use of famous Swiss sights in packaging or advertising. The dispute rarely comes to trial - if a request to remove the offending word or image is not enough, the mere threat of legal action is usually sufficient.

Chocosuisse's rules are so strict, that they apply even to chocolate made by foreign subsidiaries of its member companies. If you buy chocolate that claims to be Swiss, you can be sure that it was actually made in Switzerland - or else that it will shortly disappear from the market.