Overcoming Borders with Chocolate
Interview with Tobias Goßens, Managing Director of Rotstern Schokoladen GmbH & Co. KG/Argenta Schokoladenmanufaktur GmbH
Few foods evoke such strong emotions as chocolate. It comforts, rewards, connects generations and is much more than just a sweet snack. While large corporations compete globally for market shares, some manufacturers maintain a different standard: artisanal production, selected ingredients, and a clear commitment to quality. Two such companies are Rotstern Schokoladen GmbH & Co. KG and Argenta Schokoladenmanufaktur GmbH.
The chocolate manufacturers Rotstern and Argenta are among the most traditional brands in eastern Germany. With a strong quality promise, a clear focus on sustainability, and a fresh brand presence, Managing Director Tobias Goßens aims to pave the way for a successful future – beyond historical boundaries as well. 'The products really hooked me positively,' says the CEO of United Chocolate GmbH, which includes Rotstern Schokoladen GmbH & Co. KG and Argenta Schokoladenmanufaktur GmbH. 'I love food – and this chocolate is really special.'
Artisanship over Mass Production
What distinguishes both brands from many competitors is the combination of industrial production and a high level of craftsmanship. "We produce in small series with a lot of manual labor – this makes our products high-quality, even if it's not always the easiest way operationally," says Tobias Goßens. The employees are highly qualified, and turnover is low. A valuable asset in times of skilled labor shortages.
In addition, both brands focus on small batch production with a strong emphasis on high-quality raw materials. "We completely avoid palm oil or other substitute fats in our nougat products. Our chocolate is not a compound mass – it contains the best cocoa butter," explains Tobias Goßens. This quality comes at a price – especially in times of soaring raw material costs. However, the recipe or the grammage has not been adjusted. "We do not make hidden price increases," says the managing director. "Our products are just as high-quality today as they were two years ago – and you can taste it."
Internationally Represented
In the private label business, Rotstern and Argenta are also represented internationally – partly even in the USA and China. However, under their own brand name, the move to the West has not yet been sustainably successful. "It's frustrating because it has nothing to do with quality or price, but with history and visibility," says Tobias Goßens. "Our products could long since score nationwide – and beyond. Our Sandmann chocolate products from Rot-stern, the nougat pouches or the orange-lemon slices from Argenta are real highlights. Once someone tries them, they stick with them."
Rebranding and Social Media
To overcome this hurdle, the company is now focusing more on brand communication. "We are currently redesigning our entire packaging – not just visually, but also in terms of content," explains Tobias Goßens. "The added value of our products should be directly recognizable on the packaging." At the same time, the presence in social media is being expanded. While Argenta is already active there, Rotstern is now also to be systematically integrated into communication. The plan seems to be working: "In just three weeks, we have already reached an audience of 13,000 – and that without large advertising budgets," reports Tobias Goßens. In addition to Facebook and Instagram, TikTok is also being utilized, and increasingly YouTube, which is emerging as an underrated format with high potential in the younger target group. The goal is to create more visibility for the brands - not only in the East, but nationwide.
International Success, Local Production
As regional as the brand perception may be – it is produced for the whole world. "Abroad, we are heavily involved in the private label sector. Our products can be found in the United Kingdom, the USA, and even in China," says Tobias Goßens. However, not yet under their own name. Global brand building is not currently planned. Instead, they focus on expanding existing trade relationships and are considering an increased trade fair presence for 2025 – including internationally, such as at the PLMA in Amsterdam. The production itself remains in East Germany. "The cocoa comes from Africa, the hazelnuts from Turkey – as with everyone else. Our machines are international – only the location is just Weißenfels," Tobias Goßens emphasizes. He finds it regrettable that this is still an exclusion criterion for West German trade chains. "It's crazy that origin within Germany plays a role, although the quality is beyond doubt."
In terms of sustainability and responsibility, the company is well-positioned. Certifications such as Fairtrade, Rainforest Alliance, or RSPO are standard, and depending on customer requirements, even Halal or Kosher. "We respond flexibly to the wishes of the trade – and have internally created the conditions for this," the CEO explains. An own online shop is not currently planned – yet about 80% of the range is available through specialized online retailers.
For Tobias Goßens and his team, one thing is in focus: "We want our brands to finally receive the recognition they deserve. Our products are honest, high-quality, and made with a lot of love – now we just have to convince the rest of the Republic of it."