Coop Switzerland has launched a new private-label chocolate brand called 'Halba - Le Chocolatier Suisse'.
The range includes classic milk chocolates, dark variants, and bars with various fillings.
With the launch of the new brand, the retailer is strengthening its range and investing further in its production facilities and Switzerland as a business location.
Coop hopes the chocolate brand will tap into the strong association that exists within Switzerland.
Clear Market Leader
Philipp Wyss, head of marketing and procurement at Coop Switzerland, said the group is "the clear market leader in the chocolate sector."
"We are now expanding this position with our new exclusive brand. We will also surprise our customers with surprising innovations in the chocolate sector," Wyss added.
The entire process of manufacturing Halba chocolates is carried out in Switzerland, beginning with the roasting of cocoa beans to chocolate making.
Some of the production processes occur in the retailer's chocolate factory in Pratteln, built in 2017.
The range is part of the retailer's middle-price segment, with a 100-gram bar of classic milk chocolate priced at CHF1.60 and 100 grams of the pistachio chocolate available for CHF2.20.
A Sustainable Product
Halba is Fairtrade certified and bears the corresponding label, the retailer added.
In addition, it is produced in a carbon-neutral manner and is free from palm oil.
Coop Switzerland supports eco-friendly cocoa cultivation and is in direct contact with cocoa farmers, guaranteeing the quality and the traceability of raw materials.
The retailer is also committed to fair prices and long-term procurement and is one of the first retailers in Switzerland to pay a living wage to cocoa farmers.
A living wage should enable an adequate standard of living regardless of the economic situation and agricultural conditions, including shelter, food, clothing, medical care and education, among others.
© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Private Label news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.
