- Halloren cuts production and sends employees home after a price dispute with Lidl.
- There are plans to expand cooperation with foreign clients in North America or Asia.
- The manufacturer also plans to introduce new products to the international market.
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Halloren: iconic balls and Lidl's own brands
Some employees of the Halloren chocolate factory in Halle are to work short-time until the end of the year. The decision of the oldest chocolate producer in Germany is a response to a price dispute with a long-term, serious customer, Lidl. The objection: the discounter wanted to reduce prices so much that production would only be possible at large losses.
As a result, the company founded in 1804 broke off commercial contacts with Lidl. She supplied him with the iconic chocolate balls and produced products for him that the discount store sells under its own brand. For 280 of the 400 employees, the management's decision means part-time work.
Lidl's serious blow to the chocolate manufacturer
Termination of the contract with Lidl is a serious blow to the chocolate manufacturer. Due to the loss of a major customer, sales will drop by approximately one quarter. Last year, Halloren achieved a turnover of EUR 22 million. There are plans to expand cooperation with foreign clients, for example in North America or Asia. Currently, trade with companies from these regions generates 30-40 percent. revenues.
In addition to looking for new, significant customers, the manufacturer also plans to introduce new products to the international market – including: chocolate bars with fruit and caramel filling.
This is not the first time Halloren has said goodbye to an important business partner. The company ended cooperation with Kaufland a year ago. However, then it was possible to achieve by 50%. more product sales from other retailers.
Halloren – the oldest German chocolate factory
Halloren is the oldest German chocolate factory, according to Wikipedia. The first mention of it comes from 1804. The company was founded in Halle in Saxony-Anhalt, where its current headquarters is located. In 1851 it adopted the name Friedrich David & Söhne. In 1905, it was transformed into a joint-stock company and the name was changed to David Söhne AG. Another name change in 1933 saw it become Mignon Schokoladenwerke AG, from 1952 it was known under its current name Halloren. In 2013, the company secured a majority share in the Belgian chocolate manufacturer Bouchard.
The most famous product is "Halloren-Kugeln", i.e. Halloren balls. They owe their name to former workers of the local salt mine, whose festive outfits have ball-shaped buttons resembling chocolates. Today, thin chocolate flakes, the so-called lunch mints sold, among others, in Asia and North America. The doors to new markets are opened by the Belgian chocolate manufacturer Bouchard Daskalidès from Ghent, which is part of the group.
