Sweet Perspectives: How Innovative Ideas Are Changing the Chocolate World
Interview with Marcel Leemann, Head of Sales and Member of the Executive Board and Robin Auer, Head of Marketing & Sales Branded Goods DACH at Stella Bernrain
Valued worldwide for its quality, the 'Swiss Chocolate' label itself is a strong brand. With over 90% of production going to private label customers, Chocolat Bernrain AG in Kreuzlingen is among the leading, yet not the most well-known producers of Swiss premium chocolate.
Stella Bernrain is a family-run company, currently led by Monica Müller in its 3rd generation. The history of the company dates back nearly a century. "We are a relatively young company compared to other Swiss chocolate producers, but we have continuously developed from a small workshop to a medium-sized production company," explains Robin Auer, Head of Marketing & Sales for Branded Products. With about 160 employees, Stella Bernrain has established itself as an important player in the industry.
Milestones in Chocolate Development
Chocolat Bernrain AG and its sister company Chocolat Stella SA have reached numerous milestones over the years. "We were often the first to introduce innovative products to the market," emphasizes Head of Development & Sales Marcel Leemann. For instance, the company launched the first sugar-free chocolate in 1960 and one of the first organic chocolates in 1991. In recent years, Stella Bernrain has also introduced vegan products and a limited edition chocolate without cocoa. "We want to show what is possible and respond to market trends," adds Robin Auer.
Something for Every Taste
The power of innovation is a central part of the company philosophy. "We place great importance on continuously developing our products," explains Robin Auer. Stella Bernrain offers over 400 different basic recipes and works with cocoas from many different origins. "This allows us to differentiate flavors and create unique products," adds Marcel Leemann.
Private Label as Main Business Field
The majority of Stella Bernrain's business model is Private Label. "We see ourselves not only as contract manufacturers but also offer our clients a complete package," explains Marcel Leemann. Clients come to Stella Bernrain with ideas, which are then supported from development to production. "This means that we specifically respond to the wishes of our clients and develop customized products," says Robin Auer.
Market Challenges
The chocolate industry is currently facing various challenges, particularly in terms of cocoa prices. "Prices have risen from about 2,000 to 12,000 USD per ton in the last 15 months, a sixfold increase," explains Marcel Leemann. These price increases have direct impacts on the availability and quality of raw materials. "However, we have the advantage of working directly with cooperatives, which helps us ensure quality," adds Robin Auer. "Moreover, we have been dealing with sustainable and ethical practices long before the current trend, which further strengthens our relationships with the cooperatives.
Digitalization and Innovation
Digitalization is another area in which Chocolat Bernrain is making great strides. "We have invested in new machines that are connected to our ERP system. This allows for more precise control and monitoring of production processes," explains Marcel Leemann. "We also want to use new technologies such as blockchain to ensure the traceability of our products," adds Robin Auer.
Letting Our Brands Shine
With the goal of strengthening the brands Stella and Chocolat Bernrain, the company plans to invest more in its own market. "We want to make our brands well-known again and link the high quality of our products with our commitment to sustainability and innovation," says Robin Auer. "Our strategy is to gradually expand the brand while continuing the private label business," adds Marcel Leemann.
Chocolatey Prospects
At Stella Bernrain, there is optimism about the future. "We believe that we are well-positioned with our innovative products and strong development department," explains Robin Auer. "The demand for high-quality chocolate specialties will continue to rise, and we want to be at the forefront of this development," concludes Marcel Leemann.