HUG posts new growth thanks to strong brands
The HUG Family includes the well-known brands HUG, DAR-VIDA and Wernli, as well as HUG Food Service. HUG has invested heavily in these brands, and that investment is now paying off. Sales have grown by 4% to reach CHF 131 million. And in the Food Service sector, which covers catering businesses, HUG has even hit record sales. The company is also strengthening its position as a progressive employer by introducing new working conditions for staff. Despite rising costs, HUG is forecasting continued growth in 2025.
The HUG Family is proud of such a successful year. Thanks to its strong brands, is has posted incredible growth as much in the Food Service sector as in sales. Sales figures have increased by 4% to hit CHF 131 million. In the retail sector in particular, HUG grew by a notable 8.5%, while Food Service sales growth totalled 4.5%. These two results outstrip expectations for 2024. "In recent years, the company has deliberately invested in brand activity, in particular through increased communication and innovative products," said HUG co-director, Anna Hug.
Strong growth in retail sales, co-branding with Ovomaltine
In the retail sales sector, DAR-VIDA has posted double digit growth, setting a new record in terms of sales figures. Whole grain crackers answer the trending demand for healthy snacks. There are no signs of the brand easing up heading into 2025, with a strong duo and the launch of a new co-branding product: “DAR-VIDA Ovomaltine”, a DAR-VIDA cracker topped with an Ovomaltine chocolate bar. The launch is backed by an innovative advertising campaign using AI. The Wernli biscuits brand has also been enjoying higher than average growth and has expanded its market share. Sales of the new chocolate wafer biscuit, Chocofrettli, have exceeded all forecasts. “We are delighted to be celebrating 120 years of the Wernli brand in 2025, a major landmark in the history of Wernli traditional Swiss biscuits,” exclaimed Anna Hug.
Record Food Service sales
With sales of more than CHF 51 million, HUG’s Food Service business reached a magical threshold and set a new sales record. In Switzerland, this growth is broadly underpinned by a variety of product and customer groups. The DAR-VIDA and Wernli brands have also shown the most significant growth in this area. However, Tartelettes represent an essential growth driver and group of products. Because they come in a wide variety of shapes, tastes and sizes, they are the perfect product for salty snacks and sweet desserts and are very popular the world over. “We sell more than two thrds of our Tartelettes abroad,” explained Andreas Hug, Chairman of the HUG Administrative Board. Despite inflation and a strong Swiss franc, the company has been able to hold its own with strong exports. “A really positive year. I particularly enjoyed the event we held for our partners; it was an opportunity for us to welcome customers from more than 20 countries around the world to Malters,” he added.
Progressive employment conditions for HUG staff
New employment conditions came into effect at HUG in January 2025. This is all about the company looking to the future as a progressive employer. All employees now have the possibility of buying up to 10 vacation days per year. HUG has already been paying a voluntary family allowance for some time and paternity leave will now be extended to three weeks. “As far as possible, we try to identify what our staff need and to provide it. We are also very keen on employees being involved: working within topical spheres of action, for example, has proven more than worthwhile,” explained HUG Co-Director, Marianne Wüthrich Gross.
The two co-directors are cautiously optimistic as they look ahead to the 2025 financial year. The consistently high price of cocoa and the increased market concentration in the Food Service sector are sources of concern. On the sales side, however, the outlook remains positive, which is why HUG has budgeted for modest sales growth for the current year.
The press release and other documents are available for download from the following address:
projekte/hug/medienorientierung/januar25
The HUG Family
HUG AG employs around 450 people at its Malters and Willisau sites. HUG began as a bakery in Lucerne in 1877 and is still family-owned today, five generations on. “We put our hearts into preparing your daily moments of pleasure,” say Anna Hug and Marianne Wüthrich Gross, who strive to be three things as they co-manage the company: Sincere, Entrepreneurial and Conscientious. In short, typically HUG. With four HUG brands, Wernli, DAR-VIDA and HUG Food Service, the company offers a wide range of products: from traditional Swiss HUG biscuits like the Anneau de Willisau to Wernli specials such as the Choco Petit Beurre, not forgetting DAR-VIDA crackers. In addition to retail products, HUG also offers an extensive range of high-quality baked goods for the catering industry, such as HUG Tartelettes. These four brands stand for the essential values of pleasure, naturalness and knowing where food comes from.
