Zweifel is Promarca Brand of the Year 2025
The prestigious Promarca Brand of the Year was awarded for the 11th time on Brand Day 2025. Since 2015, the Swiss branded goods association Promarca has been recognizing the most dynamic or trustworthy brand among its members.
The brand day was held on Wednesday in Laufen at Ricola's production site. Over 250 guests and members of the Promarca association were well looked after by Ricola, with various guided tours showing how the 13 herbs contained in every Ricola BonBon are lovingly stored. The guests were able to marvel at the production facility and sniff the dried herbs. After a flying lunch in a beautiful rural setting, the Promarca event, the day of the brand, began.
President Monique Bourquin gave a detailed overview of the political and social situation in the industry and emphasized the importance of the association as a strong backbone for its members. The moderator then conducted an interview with Barbara Castegnaro, Director of the Promarca Association since January. She gave a competent and far-sighted description of the agenda she has in mind for her office and provided support and confidence for the industry.
The Promarca Brand Award was then presented.
This year's winner: Zweifel Chips & Snacks, a traditional Swiss family business that already won the award in 2018.
"The Promarca Brand of the Year award is a huge honor for us and the result of fantastic teamwork. It's more than just a title for us - it's a vote of confidence that spurs us on to continue giving our best every day," says Christoph Zweifel, CEO of Zweifel Chips & Snacks.
Representative consumer survey with over 6,000 participants
The award is based on an independent study conducted by Havas Switzerland among 6,251 consumers from German-speaking and French-speaking Switzerland. The survey evaluated 396 brands, including those of Promarca members. The decisive factors were perceived dynamism and the public's trust in the brand. Jonas Eliassen, CEO of Havas Switzerland, adds:
"Zweifel wins the prestigious Promarca Brand of the Year Award for the second time. This exceptional development is the result of a consistently pursued brand and innovation strategy: With a constantly evolving product portfolio, sustainable packaging solutions, tangible customer proximity and a modern, appealing brand image, Zweifel proves how tradition and progress can be successfully combined."
Zweifel combines tradition, innovative strength and local roots
Zweifel is a traditional family brand with deep roots in Switzerland that focuses on customer proximity - including through its "FriendZ" community network. The brand pursues a clear innovation strategy, for example by diversifying its snack range with brands such as Zweifel VAYA and Berger. With the expansion of its product range and the new plant in Spreitenbach (ZH), the company is reaffirming its commitment to quality and sustainable jobs in Switzerland.
Ricola and Kambly on the podium
Ricola took second place. The brand is a symbol of Swissness and impresses consumers with its natural ingredients, sustainable production methods, clear brand identity and unmistakable Ricola image.
Third place went to Kambly. The traditional biscuit brand inspires with its quality craftsmanship, gentle innovation, brand experiences and the ability to create an emotional taste experience with every product.
Promarca members remain Switzerland's innovation engine
Promarca is pleased to recognize outstanding brand achievements every year. The innovative strength of the member companies remains consistently high: in 2024, Promarca members launched 8,750 new products on the Swiss market - impressive proof of their role as economic and technological trailblazers. Last year, the member companies generated a total turnover of over 14.2 billion Swiss francs, including exports.
Promarca, the Swiss Branded Goods Association, has been the committed voice of brands in Switzerland since 1929. Today, Promarca counts 102 well-known national and international companies among its members. The association is committed to representing the values of the brand and to ensuring good framework conditions for brand companies in Switzerland. Last year, the member companies generated a total turnover of over 14.2 billion Swiss francs, including exports. The units of these companies based in Switzerland create 18,811 jobs and invest millions in the location every year. The branded goods industry thus makes a significant contribution to the competitiveness and stability of the Swiss economy.
