We brighten up
our customers’ day

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Each and every day, around 15 000 employees in the Valora network work to brighten up their customers’ journey with a comprehensive foodvenience offering – nearby, quick, convenient and fresh. Valora applies a multiformat strategy with eleven sales formats and about 2,700 sales outlets at highly frequented locations in Switzerland, Germany, Austria, Luxembourg and the Netherlands. The company recruits committed entrepreneurs to manage its outlets, builds on strong own brands and benefits from a vertically integrated value chain as one.

Company profile

«We offer the best food and convenience concepts based on: an in-depth understanding of customers and formats, operational excellence, ongoing innovation and agility as well as optimal value creation.»

Vision and strategy


[ Food + Convenience ]

Convenience as the shopping experience and as a product range combined with an ever growing fresh food selection – that is foodvenience at Valora.


Sales outlets

About 2,700 sales outlets at high-frequency locations in Switzerland, Germany, Austria, Luxembourg and the Netherlands.

POS-Network overview

sales outlets
own outlets
agency and franchises stores


600 million baked items for 30 countries

Valora is one of the world’s leading producers of pretzels and benefits from a well-integrated bakery products value chain. Every year, Valora produces around 600 million baked items through Brezelbäckerei Ditsch, founded in 1919, and Brezelkönig, which currently operate 16 proprietary production lines in Germany (Mainz and Oranienbaum), the US (Cincinnati, Ohio) and Switzerland (Emmenbrücke). In addition to the 200 Ditsch sales outlets in Germany, Brezelkönig shops in Switzerland and other Valora formats, deliveries are made to a growing number of clients in the retail and wholesale market. The frozen goods are exported to 30 countries – including Japan, China, Israel, Canada and Australia. There is growth potential especially in the core pretzel markets of Germany and the US.

Proprietary brands

A unique selling point with profit potential

Valora sees vertical integration as a unique competitive advantage in the emerging foodvenience market. Proprietary brands are a big part of that. The cult brand ok.– or Caffè Spettacolo are not only a distinguishing feature in their segment, they also increase internal value added and earnings potential. In addition, Valora has its own corporate venture for financial services in bob Finance, which supports convenience by providing payment and financing options.

Proprietary brands


New shopping experiences

Convenience at Valora is not restricted to the selection available, but is also part of the entire shopping experience. That is why the Valora digital team works on modern digital solutions related to the following strategic thrusts: Autonomous Stores, Loyalty & Payment, Delivery & E-Commerce and Process Improvement. The aim is to make the customers’ purchases more practical, quicker and more flexible. Valora has developed additional self-checkout solutions based on the avec app, which has enabled access, purchase and payment at the cashier-free avec box since April 2019. These solutions include 24 / 7 access to a standard avec store. Valora has also launched an online delivery service within an hour for smaller purchases called avec now. The k kiosk Loyalty app offers awards in the form of individual coupons and stamp cards in recognition of customer loyalty. You can also order coffee when on the move with the Caffè Spettacolo app. And a redundancy cockpit was developed for Retail Switzerland, which enables targeted measures to be taken against food waste in sales outlets with a large proportion of food.



More entrepreneurship, customer focus and employer appeal

Valora relies on entrepreneurial operatorsand motivated staff to implementits strategy. It plans to further expandthe agency or franchise model. Valorawants to offer its staff an open anddynamic working environment in whichthey can progress consistently. Valora’sobjective is to build on employees’strengths, nurture their talent andenable them to take the initiative andimplement ideas with vigour. Valorawill not just recruit people with thenecessary professional skills, but alsothose who are compatible with thecompany’s culture. As a result, Valorawill sustainably enhance its appeal asan employer.

Valora as an employer



Current key financial figures

After a good start to 2020, Valora Group’s business was heavily impacted by the COVID-19 crisis throughout the year. Official government orders to contain the coronavirus (COVID-19) led to a sharp drop in footfall and reduced Valora Group’s external sales by -16.7% and net revenue by -16.4% compared to the previous year. A significant year-on-year cost reduction of -11.7% compensated for 55.5% of the Group’s decline in gross profit. In spite of massively reinforced government restrictions towards the end of the year, a positive EBIT of CHF 14.1 million (2019: CHF 91.5 million) at the upper end of the guidance was achieved; Group net profit was CHF -6.2 million (2019: CHF 73.7 million). Thanks to solid EBITDA of CHF 83.4 million (2019: 157.4 million), consistent management of net working capital and focused investment decisions a strong free cash flow of CHF 38.1 million (2019: CHF 76.0 million) was generated. The balance sheet was strengthened through a reduction of net debt (31.12.2020: CHF 211.8 million); leverage ratio at a solid 2.5x EBITDA. The attractiveness of the foodvenience business remains high.

Financial Report