Valora opens its first avec store with integrated Brezelkönig

02.07.2024 / 09:00 / Media release

Muttenz – Valora is further expanding its position as the leading Swiss “foodvenience” provider. The company is installing a Brezelkönig shop-in-shop for the first time in the newly renovated avec store at the Deitingen motorway service station. Brezelkönig will prepare fresh pretzels, sandwiches and hot dogs every day on site in its own area in the avec store. The new Brezelkönig in the avec store in Deitingen is also the first to be located at a motorway service station.

By combining fresh food and convenience products (“foodvenience”), Valora is meeting consumers’ ever growing demand for fast shopping and fresh food to go. Following the successful launch of its “The Kitchen” by avec concept – an open kitchen for hot take-aways in the avec store close to the University of Zurich – in May this year, Valora is now expanding its fresh in-store food offering with the first Brezelkönig “clip-in”. 

“With the first-time integration of a Brezelkönig ‘clip-in’ at our new avec store in Deitingen, we're expanding our options for offering targeted fresh food to go in our retail stores,” says Roger Vogt, CEO Retail at Valora. “We see great growth potential for the out-of-home food segment in particular over the coming years.”

Monika Zander, Managing Director at Food Service Switzerland, adds: “The integration of Brezelkönig in new and existing avec stores also gives us the opportunity to grow our brand further and bring our fresh pretzels and sandwiches even closer to our customers throughout Switzerland.”

The Brezelkönig shop-in-shop in the avec store at the Deitingen motorway service station is the first of its kind, and if successful, the concept will be expanded to more avec stores at highly frequented locations.