Born from an idea from the community on social networks and becoming a true viral phenomenon, the limited edition Aromat crisps have, without doubt, been one of Zweifel’s great successes for the year 2025. “In December, we planned a four-month sale. After a month, everything was sold out. It was incredible,” confirmed the manufacturer’s CEO, Christoph Zweifel, this Tuesday during his presentation of the company’s annual results.
Of the new varieties of chips launched this year, the “Garlic Bread” flavor saw the highest sales, he said. “But if the limited edition Aromat crisps had not only gone on sale in December 2025, they would undoubtedly have been the big winners.”
What makes you wonder if the variety will be integrated into the standard assortment of the Swiss brand. “It depends on the outcome of our discussions with Unilever (editor’s note: the manufacturer of Aromat). Negotiations are underway. Unfortunately, I cannot say more at the moment. But there is hope,” continued the leader. And added: “We like to repeat what is successful.”
Maggi, raclette, fondue…
However, not all innovations take: “Risk is part of the game,” says Christoph Zweifel. In 2017, for example, the company launched blue chips made from the regional potato variety “St. Gallen Blue”. The naturally blue color and the regional appearance should have convinced. “But that wasn’t the case,” he explains.
Since the buzz about Aromat chips, many flavor suggestions have flooded into social media. The most cited is the “Maggi” – which, after the Aromat, could mark a new collaboration with a traditional Swiss company. Also requested: raclette or fondue, cheese, Streu Mi (editor’s note: a mixture of Swiss spices), tomato, ketchup, pizza or, in general, meat-based flavors.
“Of course, our ambition is to meet customer wishes. But the harmony between the potato, the spices and our quality requirements must be perfect,” says Christoph Zweifel. The CEO gives hope to fans of new flavors: “Who knows, maybe one of these products will be on the shelves this year.”
New segment planned
The company has long been selling more than just chips. In addition to tortilla products, nuts and snack mixes, wafers are also experiencing strong growth – after two years the company already has more than 12% market share in this segment.
And it’s not over: “We will probably launch into a new category next year,” reveals Christoph Zweifel. He does not yet give details. “It will be an entirely new segment. As a newcomer we will have to prove ourselves first, but I am confident.”
