About us About us

Sincere, entrepreneurial, conscientious:
all in all typically HUG.

Our promise

We adjust pleasure, nature and Swiss quality to current tastes. In doing so, we have been bringing well-being and pleasure to our consumers and customers and lightening their daily work for over 140 years.

An exemplary joint management

Anna Hug (5th generation) and Marianne Wüthrich Gross successfully lead the HUG Family according to a modern joint management model. This is their way of showing at the highest management level what is a matter of course across the company: flexible working models. As they themselves emphasise: «Our optimal complementarity enables us to achieve better results. We both have more time for ourselves and our own area of activity.»
An exemplary joint management

Our guiding principles



We live innovation, trust and customer loyalty.

HUG acts with a sense of humanity.

An open and transparent communication is part of our culture. Our employees work in a tolerant environment. They too live innovation, trust and customer loyalty.
  • Employees
  • Customers
  • Public life
We delegate responsibility and competence to our employees.
We trust our employees. We trust their skills, knowledge, commitment, judgment and actions.
We are committed to equal opportunities and tolerance.
We offer our employees extensive social benefits.
Our communication is open, fair and independent.
We want customers, consumers and partners who are satisfied.
We trust our customers, consumers and partners.
We support employees who are involved in charitable activities outside the company in addition to their professional activities.
We are involved in public life and active in professional associations.


Ensure a positive earnings performance and dare to innovate.

HUG acts with a
sense of entrepreneurship.

Thanks to a healthy profit trend, our independent Swiss family business is able to constantly embrace innovation. We develop, manufacture and market biscuits for a wide range of needs and uses.
  • Employees
  • Customers
  • Public life
We delegate responsibility and competence to our employees.
We agree upon common goals, which we achieve through teamwork.
We support our employees through training and continuing education.
Our employees are included in the success of the company.
Innovation is part of our culture and leads to successful concepts, processes and products.
We manufacture our bakery products using traditional know-how and state-of-the-art facilities.
We keep improving our high quality and performance standards together with our business partners.
Our suppliers are considered as key partners in our value chain.
We negotiate according to the principle of service provided and consideration received.
We claim Switzerland as our production site. This is where our products
We are open to the mutual sharing of know-how with our partners.
We communicate all services and activities internally as well as externally.
Our ownership is clearly defined. We are committed to long-term development.


For a fair and sustainable world fit to live in.

HUG acts with a sense of care.

The promise of the HUG Family, «natural and honest», is the sustainable foundation of our entrepreneurial activity and our contribution to a fair and sustainable world fit to live in.
  • Employees
  • Customers
  • Public life
We regularly communicate information that is relevant to the targeted addressees.
Customer orientation also matters within the company.
We also offer employment to «low-performing» people.
We strive for constant improvement.
Because we know our customers, consumers and partners, we are aware of their expectations.
For each of our brands, we guarantee consumer safety, high quality and pleasure.
We are competent business partners and we know the market.
We work in compliance with international food standards.
The HUG Family promise «Natural and honest» enables us to ensure the long-term development of the company.

The HUG Family: some facts and figures

of biscuits are made and sold every year.
people are employed by the HUG Family.
Joseph-Hug Meyer established the HUG bakery in Lucerne.
Mio. CHF
Swiss francs turnover generated in 2021.
of our management team is comprised of women.
of all HUG biscuits are exported worldwide.

My mission is to make customers happy, to ensure our production preserves our natural resources and to keep up our HUG culture.

Anna Hug, Co-Director Markets

It is with great pleasure that I have been committed to a successful family HUG for years.

Marianne Wüthrich, Co-Director Operations

I look forward to contributing to the human, entrepreneurial and caring design of the HUG Family for the 5th generation.

Fabian Hug, Head of Development and Quality Management

I represent the 4th generation, and being able to carry on the work of my predecessors is what fascinates me.

Andreas Hug, Chairman of the Administrative Board
Anna Hug
Co-Director Markets
Marianne Wüthrich
Co-Director Operations
Fabian Hug
Head of Development and Quality Management
Andreas Hug
Chairman of the Administrative Board

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The people

The people

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