Strategic Mergers Shaping the Chocolate and Coffee Industry: The Journey of Suchard, Tobler, and Jacobs

The 1970 merger of Suchard and Swiss chocolatier Tobler marked a major consolidation in the chocolate industry. Founded by Philippe Suchard in 1826, Suchard was well-known for its premium chocolates and pioneering production methods. Tobler, established by Jean Tobler in 1868, gained fame for its Toblerone chocolate bar, distinguished by its unique triangular shape and honey-almond nougat flavor.

This merger brought together the strengths of both companies, forming a powerful entity in the chocolate market. The new company capitalized on Suchard’s broad distribution network and Tobler’s strong brand identity to enhance its market reach and expand its product offerings.

In 1990, the company underwent further evolution by merging with Jacobs, a leading coffee maker famous for its high-quality coffee blends. This merger created Jacobs Suchard, a diversified company with a significant presence in both the chocolate and coffee markets. By integrating Jacobs’ coffee expertise with Suchard’s and Tobler’s chocolate legacy, the company introduced innovative products like coffee-flavored chocolates.

These strategic moves positioned Jacobs Suchard as a dominant force in the European confectionery and beverage markets. However, the company's journey continued in 1993 when Kraft General Foods International acquired Jacobs Suchard, expanding its global reach. Kraft, a major player in the food and beverage industry, viewed the acquisition as an opportunity to enhance its product lineup and bolster its presence in Europe.

The acquisition allowed Jacobs Suchard to leverage Kraft’s vast resources, marketing expertise, and global distribution channels. This facilitated the introduction of Jacobs Suchard’s products to new markets, driving the brand’s international growth and recognition.

These mergers and acquisitions underscore the dynamic nature of the food and beverage industry, highlighting the importance of innovation and adaptation in maintaining market leadership.
Strategic Mergers Shaping the Chocolate and Coffee Industry: The Journey of Suchard, Tobler, and Jacobs

Historical background of Toblerone chocolate

In 1899, Jean Tobler and his son Theodor Tobler founded the ‘Fabrique de Chocolat de Berne, Tobler & Cie’.

Theodor Tobler and his cousin, Emil Baumann introduced Toblerone in 1908. They invented the Toblerone in Bern, Switzerland. It was an unusual triangular-shaped chocolate bar with almonds and honey nougat.

The name derives from Tobler (the name of the company and family) plus terrone, and Italian nougat specialty.

Tobler used the Matterhorn mountain, in the Swiss Alps to inspire the shape of his product. Fearing that a competitor would copy his concept, he applied for a patent on the manufacturing process in Bern. In 1909, Toblerone became the first chocolate product on the world to be patented.

In 1970, the Tobler Company merged with the Jacobs Suchard Company of Switzerland, which to become the largest chocolate companies in the world.

Suchard established in 1824 famous for its Milka and Bittra chocolate bars and chocolate drinks. In 1990 Philip Morris acquires Jacobs Suchard, including Toblerone for $4.1 billion then incorporated it to Kraft Foods.
Historical background of Toblerone chocolate