Brezelkönig – Passion for pretzles
Passion for pretzles
All-natural and fresh
Sale of high-end lye bread products, such as pretzels, baguettes, croissants, hot dogs or selected sandwich snacks when on the move.
The pretzel specialist applies the highest standards of quality and freshness. The pretzels are made in Emmenbrücke near Lucerne with Swiss ingredients and then freshly warmed up at the Brezelkönig shops and partly made into delicious sandwiches and hot dogs.
Brezelkönig goes back to the «Brezeli-Beck» which opened its first outlet in Zurich in 1985. In 2000, the company (since renamed Brezelkönig) was acquired by Brezelbäckerei Ditsch, which was bought by Valora Group in 2012.
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In figures
Brezelkönig in figures
Career
Join our team
Our employees are both individually and jointly responsible for our sustained success. We value good ideas and implement them in a way that allows them to grow and develop. We are always exactly where our customers want us to be and brighten up their journey.
Take the plunge into self-employment and success
We invite all interested entrepreneurs to join Brezelkönig
Images
Locations
Press releases
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Valora Group continues growth trajectory with successful financial year 2025
05.03.2026 • 12:00 The Valora Group continued to develop positively in the past fiscal year and improved its operating result. Operating profit (EBIT) increased by 8.5% to CHF 105.5 million, exceeding the previous year’s record result. The strong convenience business in Switzerland made a significant contribution to the result, supported by a stable performance in the Food Service B2C segment. At the same time, Valora consistently expanded its fresh food to-go offering across its convenience formats. -
Ditsch opens first store in the United States
19.01.2026 • 10:00 With the opening of the first Ditsch clip-in in the United States, the popular pretzel products of the traditional German bakery are now available for the first time with a dedicated point of sale on the U.S. market. The new location is situated inside an OXXO store in El Paso, Texas, and caters to the growing consumer demand for freshly prepared, high-quality food to-go. With this new point of sale, Ditsch is not only pursuing further growth, but also gaining valuable insights into international customer needs. -
Valora strengthens Foodvenience strategy and merges the Convenience Retail and Food Service B2C divisions
12.01.2026 • 11:00 The Valora Group is further sharpening its focus on its successful Foodvenience strategy and, to this end, is combining the Retail and Food Service B2C divisions. This step will allow the core competencies of both areas to be leveraged more efficiently and enable Valora to respond even more effectively to changing consumer behavior. In doing so, Valora is laying the foundation for future unique formats and offerings. Effective June 1, 2026, following the completion of the transition phase, Roger Vogt, previously CEO Retail, will assume responsibility for the new unit. -
avec store opens in Hamburg: Valora sets new standards for convenience retail in Germany
19.11.2025 • 11:00 Europe’s award-winning convenience concept comes to Hamburg: In the vibrant district of St. Georg, Valora opens the first avec store in northern Germany. It represents the consistent implementation of Valora’s “Foodvenience” strategy and simultaneously serves as a flagship store for the expansion of avec in Germany. -
Ditsch launches new food concept “good bite”: The classic pretzel reimagined
07.11.2025 • 15:15 Ditsch is bringing a fresh breeze to the snack culture: the new concept good bite is celebrating its premiere at Hannover Central Station. It presents the iconic Ditsch pretzel in a modern form – as Pretzel Bites with creative sweet and savory toppings. This turns a familiar classic into an innovative snacking experience for an urban, trend-conscious target group -
Ditsch pretzel bakery: sales company founded for the UK
23.09.2025 • 11:00 Ditsch, die Food Service B2B Einheit der Valora Gruppe, gründet in Grossbritannien die neue Vertriebsgesellschaft «Ditsch UK». Damit setzt das Unternehmen seinen erfolgreichen internationalen Expansionskurs fort und baut seine lokale Präsenz nach Deutschland und den USA weiter aus. Gleichzeitig stärkt Ditsch seine Position in einem vielversprechenden Markt für Laugenbackwaren. -
Half-year results 2025: Valora with strong convenience retail business
20.08.2025 • 11:00 The Valora Group achieved strong results in the first half of 2025, thereby confirming the record level of the previous year: with external sales of CHF 1,4 billion, operating profit (EBIT) came in at CHF 43,7 million, matching last year’s high level (+1,4% in constant currencies). The main driver of this positive performance was once again the convenience retail business, particularly in the food and tobacco categories. -
To the top of Europe with avec: Valora named Convenience Retailer of the year
28.05.2025 • 15:00 The Valora Group has been named “European Convenience Retailer of the Year” for its avec flagship store on Freiestrasse in Zurich. The award is considered one of the most prestigious in international convenience retail and was presented at the renowned NACS Convenience Summit Europe in Copenhagen. The international jury of experts praised a store concept that is setting new innovative standards for convenience retail across Europe. -
Leadership Change at Frittenwerk
24.04.2025 • 11:30 Frittenwerk founders Keydi and Mateo Skendo have decided to leave the company and the Valora Group at the end of May 2025. As of June 1, 2025, a seasoned internal team will take over the management: Martin Hunger (CFO) and Torsten Deska (COO), who will join Martin Hunger as co-managing director. With a clear corporate strategy, the new leadership duo will continue on Frittenwerk’s established path.
History
Die Geschichte von Brezelkönig
1985
Urknall
Stephan Bosshard eröffnet in Zürich seine erste Verkaufsstelle unter dem Namen «Brezeli-Beck». Dieses Geschäft legt den Grundstein für die später als Brezelkönig bekannte Marke.
1988
Geburt
Drei Jahre später, 1988, wird die erste Verkaufsstelle unter dem Namen «Brezelkönig» eröffnet. Der Fokus liegt von Beginn an auf hoher Qualität und kontinuierlicher Innovation im Bereich der Laugenprodukte.
2000
Expansion
Im Jahr 2000 erwirbt die Brezelbäckerei Ditsch den Brezelkönig vom damaligen Inhaber. Mit dieser Übernahme beginnt eine neue Phase der Expansion und Weiterentwicklung.
2012
Verstärkung
Die Valora Gruppe übernimmt 2012 die Brezelbäckerei Ditsch. Dadurch kommt auch die Marke Brezelkönig unter das Dach der Valora Gruppe. Die Integration in die Valora Gruppe stärkt die Position von Brezelkönig im Markt und ermöglicht weiteres Wachstum.
Heute
Nummer 1
Unter der Leitung von Valora entwickelt sich Brezelkönig weiter zum führenden Anbieter von Laugenprodukten in der Schweiz. Dank der hohen Produktqualität, dem stets frischen Sortiment und der schnellen Bedienung der Kundschaft setzt Brezelkönig neue Massstäbe und ist die führende Anbieterin von Laugenprodukten in der Schweiz.