We brighten up
our customers’ day

Find out more

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 13 sales formats and about 2,800 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. Group with its registered office in Muttenz in Switzerland is the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA).

«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 2,800 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


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 Valora works on modern digital solutions related to the following strategic thrusts: Autonomous Concepts, Loyalty & Payment, E-Commerce, Process Improvement and Venture Building. The aim is to make the customers’ purchases more practical, quicker and more flexible.



More entrepreneurship, customer focus and employer appeal

Valora relies on entrepreneurial operators and motivated staff to implement its strategy. It plans to further expand the agency or franchise model. Valora wants to offer its staff an open and dynamic working environment in which they can progress consistently. Valora’s objective is to build on employees’ strengths, nurture their talent and enable them to take the initiative and implement ideas with vigour. Valora will not just recruit people with the necessary professional skills, but also those who are compatible with the company’s culture. As a result, Valora will sustainably enhance its appeal asan employer.

Working at Valora



795 million baked items for more than 30 countries

Valora is one of the world’s leading producers of pretzels and benefits from a highly integrated bakery products value chain. In 2022, Valora produced around 795 million baked goods with its 17 production lines in Germany, the US and Switzerland. The company primarily supplies a growing number of food service customers as well as the retail and wholesale markets – in addition to its own Ditsch, BackWerk and Back-Factory sales outlets in Germany, Brezelkönig branches in Switzerland and other Valora formats. Ditsch products are also exported to more than 30 countries.

Own 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