Migros chocolate

After the Second World War, Migros’ chocolate factory, JOWA, quickly became unable to keep up with rising demand. And so, in 1950, Migros acquired a majority stake in Aarau-based Chocolat Frey AG. Today, the company is wholly owned by Migros and is the leading chocolate in Swiss retail.

Times were tough for small chocolate producers such as Max and Robert Frey in Aarau. During the First World War, exports had collapsed, the results of which were compounded by economic crises and a new competitor on the scene. In 1930, Max Frey complained that «Sales even within the country are becoming increasingly difficult; this isn’t made any easier by Migros, which of course doesn’t source its chocolate from Swiss-based producers, but instead outsources everything it can just to get a cheap product. Migros currently uses German chocolate, but is planning to start its own factory.»
Indeed, soon after, Migros founded JOWA AG. Given that the factory’s capacity after the Second World War could soon no longer meet demand, in 1950 Migros acquired a majority stake in the still-ailing Chocolat Frey chocolate factory. One year later, customers are able to buy Frey chocolates at Migros for the first time. The factory was bursting at the seams in no time; in 1967 the company moved into a new factory in Buchs, transferring JOWA chocolate production there at the same time. Today, Chocolat Frey enjoys a market share of close to 40 percent in Switzerland.