Christoph Zweifel discusses in “Eco Talk” his journey as the first family member to lead Zweifel Chips & Snacks in nearly 30 years. He reflects on how his father, Heinrich Zweifel, influenced his approach to the business and their efforts to present snacks in a healthier light. Zweifel also addresses marketing strategies, the pressures from retailers like Migros, and the ongoing challenge of margin pressures in the food industry. He expresses interest in potential international expansion, especially in Germany, Austria, and France.
For the first time in nearly 30 years, Christoph Zweifel, who bears the family name, is at the helm of Zweifel Chips & Snacks. In an interview on “Eco Talk,” he shares how his father, Heinrich Zweifel, the inventor of Pomy chips, shaped his mindset, the strategies he plans to employ to rebrand unhealthy snacks as healthier options, and how his company is navigating the pressures from retailers.
SRF News: You studied food technology. Was your family background influential in your early development?
Christoph Zweifel: Absolutely, family plays a significant role in shaping who you are. My father built the chips business from the ground up; it was his passion and dedication. Discussions about the company were frequent at the family dinner table, which fueled my interest in food, ultimately leading me to pursue a degree in food technology. Even though the studies fit well with my background, I didn’t want to directly enter the family business right away; I deliberately chose a different path. It was essential for me to contribute more than just the name “Zweifel.”
Since 2020, you have been the CEO of Zweifel. However, you didn’t step in directly as the chief but started in marketing. Why take that intermediate step?
This was intentional. While I have a familial connection to the business, I first gained experience at other companies like Unilever and Hiestand. It was never an option for me to jump in as CEO from outside. Starting as the marketing and sales manager was perfect for getting to know my family’s company from the ground up before taking over as CEO five years later.
Today, Migros announced it will focus more on private label products and less on branded goods. Does this put pressure on you as a supplier to Migros?
We have closely monitored Migros’s communications and currently cannot determine what this will ultimately mean. A brand like Zweifel needs to offer substantial value to a retailer. If that value diminishes, then the brand becomes less relevant. Our goal at Zweifel is to guarantee above-average growth in this category for retailers through innovation and advertising, ensuring our products retain their significance.
Even the profit margins of major food corporations like Nestlé are under pressure. How is Zweifel handling this “attack on margins”?
Margin pressure is an ongoing issue. Everyone wants to squeeze a bit more out of the lemon, and that’s precisely the challenge. We aim to create a scenario where one plus one equals three rather than minimizing the business. The real challenge lies in growing together rather than squeezing each other. Zweifel has strong relationships with retailers and always seeks to create win-win situations in negotiations.
Zweifel is well-established in Switzerland, making it challenging to gain further market share domestically. Are there plans for Zweifel to expand internationally?
The best-selling chips from Zweifel in Switzerland are Paprika, Nature, and Salt & Vinegar. The rankings look a bit different abroad. Nevertheless, we are working to sell the flavors we produce in Switzerland in foreign markets as well because there is growth potential there too, particularly in Germany, Austria, and France. Progress is being made, but we’re not at a large scale yet. Ideally, we could launch country-specific flavor variations.
The conversation was conducted by Reto Lipp.