The Swiss foodservice operator, Valora Group, has identified its US wholesale business and novel store concepts in Europe as the primary drivers behind its record – breaking sales in 2024.
Based in Muttenz, Valora witnessed a 4.6% growth in group revenue in the 12 – month period ending on 31 December 2024, reaching CHF 2.9 billion ($3.2 billion). Despite a slowdown in consumer spending in its core Swiss and German markets, the company’s full – year EBIT (Earnings Before Interest and Taxes) surged by 40% to CHF 97 million ($110 million).
In a press statement, Valora emphasized that 2024 was a landmark year for its Ditsch pretzel brand, especially in the US business – to – business (B2B) market. To cope with the escalating wholesale demand in the United States, Valora inaugurated a second US Ditsch production facility in Cincinnati in October 2024.
Alongside its expanding wholesale operations, Ditsch also manages two production facilities and 175 bakery – cafés in Germany. In January 2025, Ditsch made its foray into the Latin American region with a concession store at an OXXO convenience store in Monterrey, Mexico. Both OXXO and Valora are under the ownership of the Mexican retail conglomerate FEMSA.
Valora also pointed out that its new store concepts in Europe were instrumental in driving robust sales in 2024. These concepts enabled the group to meet the burgeoning demand for on – the – go food within its convenience retail segment.
In July 2024, the group launched the first Brezelkönig in – store concession. Located at an avec convenience store in Deitingen, Switzerland, this outlet serves freshly prepared pretzels and sandwiches.
Furthermore, Valora expedited the premium store revamp of its BackWerk bakery – café chain, which was initially rolled out in April 2023. The upgrade initiative encompasses a bakery menu centered around premium offerings, self – order kiosks, and new espresso coffee machines. As a result, barista – prepared beverages are now available alongside BackWerk’s existing self – serve coffee machine network.
Valora currently operates 330 BackWerk stores in Germany, along with 78 stores across the Netherlands, Austria, and Switzerland. The Swiss foodservice operator also runs the Caffè Spettacolo coffee chain, which has 29 stores in Switzerland and two in Luxembourg. Caffè Spettacolo coffee is also dispensed through over 600 coffee machines at Valora’s k kiosk, Press & Books, and avec retail outlets.
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