Halloren Schokoladenfabrik AG Melt-in-the-mouth luxury Who can resist the temptation of a melt-in-the-mouth chocolate truffle? Chocolate is the ultimate sweet treat loved by young and old alike and available in a host of different guises. The unique flavour of chocolate and a melting point that corresponds exactly with body temperature are what make this melt-in-the-mouth delicacy so popular. Germany ranks among the top three European countries with the biggest per capita consumption of chocolate. Although the financial crisis seems to have affected the chocolate market in general, it appears that the premium sector is benefiting. With more expensive treats such as foreign holidays or pricey consumer goods now beyond the reach of many, people are instead opting to treat themselves on a small scale with a better quality chocolate. For Halloren Schokoladenfabrik in Halle this development is giving the oldest chocolate manufacturer in Germany a welcome boost in a highly competitive market. The German market for chocolate products was worth 3.83 billion EUR in 2008 corresponding to per capita consumption of 9.29 kg of chocolate. This enthusiasm for chocolate nevertheless only managed to put Germany in third position amongst Europe’s chocolate lovers, lagging behind Switzerland with just over and the UK with just under ten kilos of chocolate consumed per person. Contact the company Visit website Send portrait The German market is currently dominated by a handful of large manufacturers with well established brands and marketing machines. However, in recent years there has been a slight but discernable trend away from mass produced goods towards the premium, artisan chocolates sector. Halloren specialises in the manufacture of premium quality chocolate truffles and pralines. This ongoing trend is benefitting medium-sized manufacturer Halloren. “This trend corresponds with other lifestyle trends involving premium quality products such as olive oil or coffee,” says Marketing Director Tino Müller. “Successful brands have been able to widen their customer base by convincing consumers that the superior quality is well worth the extra cost. Their success has been such that some have even managed the feat of stealing shelf space from no-name brands in discount supermarket chains such as Aldi and Lidl. In order to take full advantage of this trend, premium brands such as Halloren have to grasp the implications of these statistics and explore hitherto unconsidered sales outlets. “The discount supermarkets are increasingly moving away from an own brand only policy to a strategy that includes premium brands,” says Mr. Müller. “In doing so they are profiting directly from the market recognition that goes with the premium brand and the higher margins that they command.” With a share of more than 45% of the German food retail market, discount supermarkets are therefore an important distribution outlet for any brand. With a history that goes back over 200 years, Halloren has built up a certain amount of brand awareness in the German market. Factory outlet for Halloren chocolates and chocolate museum. The company was founded in Halle in 1804. In 1854 it was taken over by Friedrich David and remained in the hands of the David family for the next 100 years. David built up the factory and the company even opening a Viennese style café with 1,400 seats in 1896. In the second world war the factory was pressed into war production making aeroplane parts. After the war it was taken over by the East German state and in 1952 it was renamed Halloren Schokoladenfabrik. Its success grew particularly with a chocolate truffle that was dubbed appropriately enough under communism as the ‘people’s truffle’. “Demand for the people’s truffle far exceeded production capacity and only those people with good connections could get hold of them,” says Mr. Müller. Halloren also makes truffle shells for filling by other manufacturers. Thanks to the fame of its truffles, Halloren became indelibly associated with Halle and in East Germany at least the company was a household name. After the fall of communism, the company was taken over by the Treuhand which sought to modernise production and allow it to compete with Western companies. The turn of the century heralded a programme of expansion. In 2000 Halloren took over Confiserie Dreher in Bad Reichenhall, which makes, amongst other things, the famous Mozart truffles. The factory with all of its machinery and workforce was transferred to Halle. In 2003 Halloren bought Weibler Confiserie Chocolaterie GmbH in Cremlingen, which specialises in making hollow chocolate figures and truffle shells. The final acquisition came in 2008 with the integration of Delitzscher Schokoladen GmbH in Delitzsch. The Handel truffle was created for the celebrations commemorating the composer’s life. All three factories within the group are certified to IFS international food and BRC British retail consortium standards. The company also only works together with certified suppliers. The product range is divided into four main groups. Halloren brand products accounts for 66% of turnover making it the largest product area and includes the people’s truffle, which still accounts for 40% of turnover. The second area, accounting for 20% of sales, comprises of truffles and filled chocolates marketed under the Mignon brand. Significant amounts have been invested in bringing Halloren’s production and packaging lines up to western standards of efficiency. A new production hall was opened in 2006 specifically to make these products. The third product area comprises seasonal goods including hollow chocolate shapes such as Easter bunnies and Father Christmases and accounts for 14% of turnover. The fourth area of activity concerns industrial contract manufacture for discount supermarkets. This activity was started at the end of 2008 and full year’s figures are not yet available. Total turnover for 2008 was 38.1 million EUR with exports accounting for 25% of that total. Contact Halloren Schokoladenfabrik AG Delitzscher Strasse 70 06112 Halle Germany Tel: +49 345 5642-0 Fax: +49 345 5642-299 halloren.de Get in touch with Halloren Schokoladenfabrik AG ... All in all the future is looking positive for Halloren. It takes its association with the city of Halle very seriously and tries to give back to its local community by sponsoring children’s and youth projects. 2009 is the year of German composer Handel who was born in Halle. To mark the occasion Halloren created a special, commemorative truffle mixing toffee, nuts and a pinch of salt. Visitors to Halle can learn everything they want to know about how chocolate truffles are made and the history of the company in its own chocolate museum. It will certainly help work up an appetite to sample one of Halloren’s delicious creations. Further images (8) Improved privacy is just 2 clicks away: Click here to activate the button and send your recommendation to Facebook. 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Find out more by clicking on i.Keywords Chocolate ConfectionsChocolate SpecialtiesChocolateTruffle ShellsChocolate TruffleMozart TruffleHandel TruffleMore about Food, Beverages Antica Macelleria Falorni: Traditional sausages Achleitner Biohof GmbH: Bio Boxes from the Building of Tomorrow Antonio Verrini & Figli SpA: We like fresh fish You might also be interested in
Posted on: Mon, 29 Jul 2013 22:31:49 +0000
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