Sawade | Updates

By Benno Und Melanie Hübel

Major Belgian Chocolate Producer Neuhaus Visits Sawade and Is Impressed



Dear Companists,

Last week, Belgian chocolate producer Neuhaus paid us a visit. During this executive-level meeting, we discussed the candy industry's current situation and the German market's opportunity for growth. After the meeting, Neuhaus CEO Jos Linkens said that he was impressed by the amount of work done since the acquisition of Sawade in 2013. He also said that Sawade was currently the most innovative and dynamic company on the German market.


About Neuhaus

We are very glad that we are taken seriously as a brand and as company owners within the international premium candy segment by a company from Belgium, an important center of global chocolate production that is also home to globally active producers Godiva and Leonidas. In addition, Neuhaus founder Jean Neuhaus is said to have invented chocolates in Belgium – a country that has as many as 200 chocolate companies, generating total revenues of roughly four billion euros each year (according to German newspaper "FAZ"). Neuhaus chocolates are sold in over 50 countries, at all major airports, and at currently more than 1,000 points of sale.

Therefore, we greatly appreciated the praise we received from Neuhaus. But why exactly is Sawade such an innovative and dynamic company?

We are innovative and dynamic because of our new packaging design, the high-quality presentation of our chocolates, our future store concept, our pop-up store, and finally our decision to keep using high-quality ingredients. These things make Sawade a top producer of excellent chocolates within the premium segment.


Team SawadeNeuhaus Executives Visiting Sawade


New Product Advisor for Sawade

Tradition is incredibly important to us, but we also need to come up with innovations. We will thus start carefully changing our chocolates and truffles. At Sawade, we place much emphasis on retaining our traditional product range, and we are using recipes that are more than one hundred years old. Georg Bernardini, our new advisor, will support us in changing our products. He is a co-founder of Coppeneur chocolate shop in Bad Honnef, Germany. Moreover, he is the author of "Der Schokoladentester – das Standardwerk" ["The Chocolate Tester – The Reference Work"] and has considerable expertise in and knowledge of the global chocolate market, which will help him analyze the market and support us in improving our products.

One thing, however, remains certain: We will keep using solely high-quality natural ingredients. We deliberately do not use any chemical additives, artificial flavors, palm oil, or soy.
Georg Bernardini


Sawade Named "Start-up of the Week"

The press has also noticed that Sawade combines tradition with innovation, so Sawade was recently named "start-up of the week" by Starting Up. Which other company founded in 1880 has ever had this honor? :-)


Additional Rewards for Companists

Even though this is hard to believe, all of our rewards for 1,000 euros are already gone. Consequently, we will ship 100 "S" chocolate boxes to our Companists for Christmas. In light of this great demand, we have decided to introduce new rewards once again. However, Companists will now have to invest at least 1,500 euros for the "S" chocolate box, which will still contain 1 kg of delicious Christmas chocolates and truffles. We are offering 50 such rewards.


Best regards from our factory,

Melanie & Benno


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