Loacker: Celebrating 100 Years. A TRunblocked.com Profile Of A Unique Business
6 minutes read
Introduction by: Peter Marshall
Loacker is a very special business. This year, as the company celebrates its 100 year anniversary, we are delighted to take you through the development of this family business over the years and uncover the secrets to their success story. I recently caught up with Juan Cabrera, Loacker’s Head of Duty Free and Travel Retail.
Peter Marshall (PM): Welcome to Trunblocked.com, Juan. And, of course, great congratulations to Loacker – celebrating your 100 years as a business in 2025. A fantastic achievement. Let’s start with a brief history and highlight the milestones of this family-owned business.
Juan Cabrera (JC): In 1925, Alfons Loacker bought the pastry shop in Bolzano where he’d apprenticed as a teenager, going on to create the first “Bolzano wafer”. One hundred years later, that tasty, wafer-thin and crunchy snack, filled with its unmistakable creams, has become the symbol of a global brand active in over 100 countries, and among the leaders of the wafer and chocolate speciality sector in the world.
Dedication, passion, care, and bold choices have shaped the company’s history – values that inspired Alfons to innovate packaged specialties that remained fresh over time.
JC: Milestones include the handover to the second generation in 1958, with Alfons’s children Armin, Reiner and Christine taking the helm, the relocation of production to Auna di Sotto in 1974, and global recognition through the famous “Loacker Gnometti” ad campaign in 1984.
The third generation of the family – Ulrich, Andreas and Martin – joined in 1996, continuing Loacker’s tradition of innovation while embracing sustainability initiatives like energy recovery systems and sustainable ingredient sourcing programs such as Italian Hazelnut Orchards and Cocoa Farming.
JC: Loacker’s USP lies in its unwavering commitment to high-quality natural ingredients and traditional recipes that deliver an unmistakable taste. Sustainability is at the heart of our operations, ensuring ethical sourcing and eco-friendly practices across our supply chain. The family-owned heritage adds authenticity and a deep connection to tradition while embracing progress and innovation.
PM: What exciting initiatives have you planned to commemorate this historic occasion – both domestically and in travel retail? What are the core areas you will be focusing on?
JC: The centenary celebrations go off with a bang with the roll-out of a special centenary packaging featuring the slogan “Goodness is a rebels’ choice.” This sleek and modern design reflects Loacker’s century-long dedication to quality and innovation. The packaging will be available for select products until the end of 2025. We have developed and produced a series of celebratory exhibition materials for its POS, featuring the new communication campaign and a brand-new TOV which will speak to all ages.
The on pack competition in the market of Italy is another great initiative. There are two ways to win the prizes up for grabs – either by collecting points or being selected in a draw. Celebrations for this first centenary are ready to be launched for everyone around the globe who has accompanied Loacker during our long history and made the iconic wafer famous. As for travel retail, gondolas and secondary displays in shops of key partners are also planned.
PM: Moving on, last year at TFWA Cannes, you launched the Chocolaterie Collection. How is it performing so far?
JC: It’s still early days for evaluating the performance of the Chocolaterie Collection as initial orders were dispatched mid-January, with goods just arriving at destinations. However, strong ordering trends does suggest promising potential for widespread listings across various locations.
PM: Your centenary also marks a new chapter for Loacker’s brand voice with changes to your “Goodness is a choice” platform evolving into “Rebels of Goodness.” What are the key elements of this transformation?
JC: As I mentioned, the campaign and the other communication activities planned for this special anniversary are part of the “Goodness is a rebels’ choice” platform. This message embodies both of Loacker’s core values: rebelling against taking shortcuts – the company has always been against them – and the benefit of these choices which have been yielding unmistakable and wholesome natural goodness for a century. We never forget our origins. The new communication campaign introduces a fresh tone of voice. It’s direct, modern, and slightly ironic – aimed at resonating with younger generations while explaining why goodness is an everyday, rebellious choice for Loacker and will continue being the core of the brand’s future.
Loacker’s communication has always had its finger on the pulse, starting with the iconic “Loacker Gnometti” ads and “Loacker, pure goodness!” slogan from 1984. A journey which has evolved and changed over the decades, translating over the last years into a new communication platform – “Goodness is a choice”.
PM: So the key is all about adopting a younger, fresher tone while emphasizing your commitment to quality and sustainability across all your products.
JC: Absolutely! This milestone represents a more mature and contemporary awareness for Loacker. The brand is using modern language to connect with new audiences while retaining loyal customers who have cherished its products for decades.
PM: Can you expand on your partnership with Giada de Laurentis? Will it play any role in travel retail or special events like TFWA Cannes?
JC: The partnership with Giada de Laurentis is led by Loacker’s American team and primarily relevant to the U.S. market. As such, it does not currently apply to travel retail or events like TFWA Cannes.
PM: What else can we expect from Loacker in travel retail this year?
JC: Exciting new articles are set to debut at TFWA Singapore before their official launch at TFWA Cannes later this year. While details remain under wraps for now, these launches are expected to showcase Loacker’s innovative approach tailored for global audiences.
PM: Just how important is sustainability to you as a business?
JC: Sustainability is at the core of everything we do. We strive to balance environmental, social, and economic responsibilities, ensuring that every step of our value chain – from sourcing to packaging – is guided by ethical and eco-friendly principles.
PM: Developing this, how can you accelerate your sustainability goals beyond 2025, particularly in areas like sustainable cocoa sourcing and deforestation-free ingredients?
JC: We’re taking our sustainability efforts to the next level by expanding our cocoa farming program in Ecuador and Côte d’Ivoire. Supporting local cooperatives with training, agroforestry techniques, and better socioeconomic conditions are key focuses for us. At the same time, we’re strengthening our traceability systems to ensure all raw materials, especially cocoa and vanilla, meet deforestation-free standards. Collaboration is essential, so we’re working closely with global certification bodies to reinforce ethical sourcing and make a lasting impact.
PM: And what about packaging? How do you balance the need for sustainable packaging with maintaining product quality and freshness – especially for your travel retail lines?
JC: Reducing our environmental footprint while keeping our products fresh and delicious is a challenge we fully embrace. That’s why we’re transitioning to mono-material, recyclable packaging that enhances sustainability without compromising quality. At the same time, we’re eliminating excess packaging to cut down on waste while maintaining product integrity. For our travel retail lines, we’re exploring biodegradable and reusable packaging solutions that meet the growing demand for more sustainable and convenient options.
PM: Can you expand your current sustainable farming initiatives – the Italian Hazelnut Orchards Project is a good example here – to other key ingredients in your supply chain?
JC: For sure! The success of our Italian Hazelnut Orchards Project has inspired us to apply the same model to other key ingredients. We’re developing sustainable vanilla farming in Madagascar and establishing long-term partnerships for Alpine milk sourcing in South Tyrol. Water conservation is also a priority, with advanced techniques like drip irrigation being introduced to optimize usage. And to further reduce our carbon footprint, we’re expanding the use of renewable energy across our agricultural supply chains.
PM: How are you then managing transparency and traceability in your supply chain – notably for ingredients sourced from developing countries?
JC: Transparency and ethical sourcing are non-negotiable for us. We conduct supplier assessments using the Sustainability Evaluation Tool to monitor environmental and social benchmarks. Direct engagement is key, which is why we make annual visits to Ecuador and Côte d’Ivoire to oversee sourcing and support local farming communities. We also partner with NGOs like Altromercato to improve farming conditions and promote fair trade practices. Every step we take is aimed at ensuring full traceability and responsible sourcing
PM: One final question. In this very special year of yours, if there were three things you wanted to communicate with the travel retail business, what would they be?
JC: First and foremost, our commitment to sustainability remains stronger than ever, from climate neutrality to ethical sourcing. Secondly, product quality and innovation continue to drive us forward, ensuring that every treat we create is made with the finest ingredients. And finally, we believe in the power of global collaboration – working alongside our partners worldwide to push the boundaries of sustainability and create a better future for all.
PM: Thank you …. here’s to the next 100 years!
