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Concept
Villars Maître Chocolatier
Summary
Villars Maître Chocolatier SA is a Swiss chocolate company founded in 1901 and based in the city of Fribourg. The building in which the company has been in since 1901 is one of national importance and a Swiss cultural heritage asset. The company is noted for its success in selling to tourists, owing to a number of unique products including chocolates with an unusually high percentage of nuts and almonds and 72% cocoa dark chocolate napolitains.
The chocolate company was founded by Wilhelm Kaiser in 1901 in Villars-sur-Glâne. In 1904 the company was given the name Villars AG. Chocolat Villars was repeatedly honoured for its creations and received several royal warrants of appointment. In 1915, Chocolat Villars was the first employer in Switzerland to grant its employees two weeks of paid leave.
In 1935 Kaiser passed away. The same year, a coffee roastery was added and the first chocolate bar filled with liqueur was launched. The company remained a family business until 1969 when Wilhelm’s son, Oliver Kaiser, passed away. It was then taken over by his trustee, who then renamed it to Villars Holding.
In 1985, Villars Holding sold the chocolate production to Cremo SA. In 1995 it was acquired by multinational Soparind Bongrain, a group that renamed itself Savencia in 2015. Chocolat Villars is part of the Savencia Gourmet sub-group within the Savencia Group.
Villars proposes mostly milk chocolate bars. Among milk chocolate products are terroir milk bars containing milk from a specific region, such as Vaud, Fribourg, Bern and Lucerne (all being located on the Alpine foothills).
Since 2017, for chocolate with the Swiss cross and the Swiss designation, at least 80% of the ingredients must come from Switzerland. In addition, the processing that gives the product its special properties must take place in Switzerland. Chocolat Villars bases its marketing on Swissness. According to its own declaration, it processes 100% Swiss milk, 100% Swiss sugar and 100% Swiss alcohol. The company is a member of Chocosuisse, the association responsible for protecting the "Swiss" brand.
Official source
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