The Suchard brand, an emblem of Swiss chocolate since its creation in 1826 by the visionary Philippe Suchard, symbolises over two centuries of excellence, innovation, and gourmet indulgence. The Best Western Premier Hotel Beaulac Neuchâtel has decided to share the history of Suchard in a blog post so that the brand becomes a well-known story for you.
Discover how Suchard has evolved over time! We will highlight iconic Suchard products, such as the famous Rocher, cocoa powder, and milk and dark chocolate bars, which continue to delight both young and old.
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The Origins of Suchard
The Suchard family, originally from France, settled in Switzerland in the 18th century. Philippe Suchard, the founder of this iconic chocolate brand, was born in 1797 in Boudry, Canton of Neuchâtel.
As the son of an innkeeper and a seamstress, Philippe trained as a pastry chef alongside his brother, who owned a confectionery in Bern. Early on, he developed a passion for chocolate, which at the time was a luxury product only available in pharmacies for the elite. Determined, Philippe wanted to create a chocolate that was both delicious and more accessible to everyone. But how did the Suchard brand come into being?
The birth of Suchard
In 1824, Philippe travelled to America, where he was fascinated by industrialisation, particularly the potential of steam engines. Upon returning to Switzerland, he was inspired to produce chocolate on a large scale by harnessing the hydraulic power of waterways. He opened his first confectionery in Neuchâtel in 1825, followed closely by the inauguration of his first chocolate factory in Serrières in 1826.
He then developed a revolutionary machine for grinding cocoa, known as the “mélangeur,” which is still in use today. This invention allowed him to produce a uniform and fine cocoa paste, which he mixed with sugar and cocoa butter.
Thank You, Philippe Suchard !
As an entrepreneur and visionary, Philippe Suchard seized every opportunity and continually innovated. He expanded his product range, designed attractive packaging, promoted his brand, and participated in prestigious exhibitions worldwide.
His efforts were rewarded with numerous prizes. The world recognised the excellent quality of his chocolate. His products were sold across Europe. The French, German, and English markets were well managed, with the support of remarkable figures such as King Frederick William IV of Prussia, who placed a significant order in 1842.
Philippe Suchard thus became the largest Swiss chocolate producer: by 1875, he employed over 100 workers.
The creation of the first Suchard chocolate
The introduction of the first Suchard chocolate bar in 1846 marked a true revolution. Unlike cocoa powder or drinking chocolate, this solid chocolate was easy to store and transport.
Suchard developed his invention into various varieties: dark chocolate, milk chocolate, hazelnut chocolate, and regional Swiss specialities. This innovation was an immediate success and became a symbol of conviviality and indulgence, appreciated by people of all ages.
The death of Philippe Suchard in 1884 did not mark the end of this family business’s development. On the contrary, under the leadership of his heirs and partners, Suchard entered its most prosperous period. The golden age of Suchard was characterised by bold internationalisation, significant innovations, and product diversification. Additionally, the brand strengthened its production and distribution capacities.
Expansion and internationalisation
By the mid-19th century, Suchard began to conquer foreign markets. The brand expanded to several European countries, including France, Germany, Austria, Belgium, Spain, and Italy. It also made inroads into North America, opening branches in Canada and the USA, where the Milka brand was launched in 1901. At each stage, Suchard adapted to local tastes and regulations, employing renowned artists like Alfons Mucha for eye-catching advertising campaigns.
Suchard distinguished itself by its ability to innovate rapidly and diversify its offerings in response to consumer expectations. The introduction of innovative products such as white chocolate, filled chocolate, and fruit chocolate testifies to this. Creations like the Rocher Suchard and cocoa powder quickly became iconic.
To support its expansion, the company invested in building new facilities and modernising its equipment and production methods (using steam, electricity, gas, and oil), making Suchard a pioneer.
Challenges : wars and economic crises
The two world wars forced the company to reduce production, adapt recipes, limit sales, and close factories due to restrictions, shortages, and destruction. Additionally, the company had to face competition from giants like Nestlé and Lindt, as well as fluctuating cocoa prices influenced by climatic, political, and social factors. Economic crises such as the Great Depression of the 1930s and the oil crisis of the 1970s also significantly impacted Suchard’s profitability.
In response to these challenges, the brand chose to consolidate and diversify its activities, notably through mergers and acquisitions. The alliance with Tobler in 1970, followed by the merger with Milka in 1972, led to the creation of Suchard-Tobler-Milka (STM). The company later joined the French group BSN (future Danone) in 1987 and the American group Kraft Foods (future Mondelez International) in 1990. These strategies allowed the company to strengthen its position in international markets, expand its brand portfolio, and benefit from sectoral synergies and complementarities.
Suchard is now part of Mondelez International, a global chocolate leader that owns renowned brands such as Cadbury, Milka, Oreo, and Toblerone. The brand continues to produce and sell its specialities, including the Rocher Suchard and milk and dark chocolates.
Conclusion
Since its founding in 1826 by the visionary Philippe Suchard, the Suchard brand has successfully navigated various market evolutions, societal changes, and consumer expectations while remaining deeply attached to its rich heritage and exceptional craftsmanship. High-quality, delicious, and diverse chocolate products are still found on store shelves today!
For those who wish to discover or rediscover the delights of Suchard, we invite you to spend some time in Neuchâtel. You can experience the history of Suchard firsthand.
And if you’re looking for a peaceful and luxurious place to stay by the lake in Neuchâtel, don’t hesitate to book a room at the Hotel Beaulac Neuchâtel.
