Swiss Chocolate Malt Drink Heliomalt Makes a Comeback
The Resurgence of Heliomalt
The classic Swiss chocolate malt drink, Heliomalt, which was founded in Zofingen in 1925, is making a triumphant return to store shelves. After years of gradual disappearance, the brand has been rejuvenated by three entrepreneurs from Lucerne, specifically Mario Meier and Malik Amrein. With the assistance of Migros, a Swiss retail giant known for its own malt drink ‘Eimalzin’, the team plans to breathe new life into Heliomalt for a contemporary audience.
Heliomalt in Modern Retail
Heliomalt has found new retail avenues, now available in the assortment of Migros subsidiary Galaxus. The move allows the brand to reach a wider demographic of consumers, both young and old. The entrepreneurs have revamped the brand, introduced more product lines, and have designed a younger brand appearance to entice a new generation of consumers while retaining their loyal customer base.
Protecting Swiss Heritage
The entrepreneurs purchased Heliomalt from the previous manufacturer in 2019, in a bid to prevent it from being sold abroad. They believe that the ‘Swissness’ of the product is a vital feature in the market, one that resonates with consumers and adds a unique selling proposition to the brand. As such, they plan to continue offering the classic product to existing customers, while introducing new product lines to capture new market segments.
Branding and Mascot Redesign
To further enhance brand recognition and create a strong brand persona, the brand ambassador ‘Heliofant’ has undergone a redesign. The charming elephant character, complete with a bow tie and propeller hat, is set to be the voice of the brand. This playful, memorable mascot aims to draw in consumers and create a sense of familiarity and fondness for the Heliomalt brand.
In conclusion, the return of Heliomalt to the Swiss market is a testament to the enduring appeal of classic brands and the potential for rejuvenation with the right strategies. With new product lines, a fresh brand image, and a strong emphasis on its Swiss heritage, Heliomalt is poised to once again become a beloved beverage choice for consumers of all ages.
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