{"id":4400,"date":"2026-09-23T13:29:28","date_gmt":"2026-09-23T11:29:28","guid":{"rendered":"https:\/\/www.fribourg.swiss\/?p=4400"},"modified":"2026-09-23T13:28:43","modified_gmt":"2026-09-23T11:28:43","slug":"where-tradition-drives-innovation","status":"publish","type":"post","link":"https:\/\/www.fribourg.swiss\/en\/where-tradition-drives-innovation\/","title":{"rendered":"WHERE TRADITION DRIVES INNOVATION"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;]<div class=\"titre article\">WHERE TRADITION DRIVES INNOVATION<\/div><div class=\"sous-titre\">VILLARS MA\u00ceTRE CHOCOLATIER | <span class=\"date\">23.09.2026<\/span><\/div>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;][vc_single_image image=&#8221;4345&#8243; img_size=&#8221;full&#8221; onclick=&#8221;custom_link&#8221; css=&#8221;&#8221; link=&#8221;https:\/\/www.fribourg.swiss\/&#8221;][vc_column_text][\/vc_column_text][vc_column_text css=&#8221;&#8221;]For its 125th anniversary, Villars simultaneously launched 15 new products in May 2026.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_column_text css=&#8221;&#8221;]<strong>It is hard to imagine a more fitting 125th anniversary gift than an entry in the Guinness World Records. This is precisely what Villars Ma\u00eetre Chocolatier achieved in 2026, when it held the world\u2019s largest chocolate tasting event in Fribourg. The company, whose famed chocolate bars are sold in some 60 countries, may have changed a great deal since its founding in 1901, but its DNA remains the same: \u201cA taste for tradition, a commitment to quality, and the almost exclusive use of local ingredients were, and still are, the hallmark of Villars,\u201d its CEO, Nicolas Forget, explains.<\/strong>[\/vc_column_text]<div class='row'><div class='col-lg-12 module-buttons 0'><a href='https:\/\/www.villars.com\/en\/' class='button' target='_blank'>Villars Ma\u00eetre Chocolatier<\/a><br \/><\/div><\/div>[\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_column_text css=&#8221;&#8221;]Throughout its long and sometimes troubled history, the Fribourg-based company has retained an unshakable belief in its ability to bounce back and draw valuable lessons from these setbacks. It is precisely this resilience that is needed to survive and thrive in today\u2019s business world. According to Villars\u2019 Innovation Project Manager, G\u00e9raldine Marolleau, \u201cWhat has also endured is the early rebellious spirit. When delving into the chocolate-maker\u2019s history, we were surprised to see that it had always been an innovator.\u201d Back in 1935, Villars was the first producer to sell liqueur-filled chocolates. Even the company\u2019s earliest business models, which included the adoption of the store-in-store concept, for example, reflected the company\u2019s go-getter attitude.<\/p>\n<p><strong>History, not stories<\/strong><\/p>\n<p>This pioneering legacy continues to inform present-day operations. In May 2026, Villars simultaneously launched 15 new products. Similarly, the company immediately freed up one of its production lines to bring an employee\u2019s idea to life: \u2018Chocopucks\u2019, small, round chocolate-coated wafers to mark the 2026 IIHF Ice Hockey World Championships and Fribourg\u2019s role as one of the event\u2019s two host cities. \u201cInnovation is not limited to our R&amp;D team. We welcome ideas from other employees and our partners,\u201d Marolleau notes. A case in point is the master chocolatier\u2019s candies filled with edelweiss liqueur: the suggestion originally came from a supplier.<\/p>\n<p>Villars\u2019 executives firmly believe that the company\u2019s innovative capacity and time-honored expertise will continue to be its greatest assets as it navigates the next 125 years. \u201cThe new generation of consumers wants chocolates that are less sweet, have a lower impact on the climate but still taste great. They also value product authenticity and straight talk,\u201d notes Nicolas Forget, with G\u00e9raldine Marolleau adding, \u201cThat\u2019s exactly it: at Villars, we put a premium on history, not storytelling.\u201d[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;][vc_single_image image=&#8221;4345&#8243; img_size=&#8221;full&#8221; onclick=&#8221;custom_link&#8221; css=&#8221;&#8221; link=&#8221;https:\/\/www.fribourg.swiss\/&#8221;][vc_column_text][\/vc_column_text][vc_column_text css=&#8221;&#8221;]For its 125th anniversary, Villars simultaneously launched 15 new products in May 2026.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_column_text css=&#8221;&#8221;]It is hard to imagine a more fitting 125th anniversary gift than an entry in the Guinness World Records. This is precisely what Villars Ma\u00eetre Chocolatier achieved [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[61],"tags":[],"class_list":["post-4400","post","type-post","status-publish","format-standard","hentry","category-start-up-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WHERE TRADITION DRIVES INNOVATION | fribourg.swiss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fribourg.swiss\/en\/where-tradition-drives-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHERE TRADITION DRIVES INNOVATION | fribourg.swiss\" \/>\n<meta property=\"og:description\" content=\"[vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;10\/12&#8243;][vc_single_image image=&#8221;4345&#8243; img_size=&#8221;full&#8221; onclick=&#8221;custom_link&#8221; css=&#8221;&#8221; link=&#8221;https:\/\/www.fribourg.swiss\/&#8221;][vc_column_text][\/vc_column_text][vc_column_text css=&#8221;&#8221;]For its 125th anniversary, Villars simultaneously launched 15 new products in May 2026.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=&#8221;pt-0&#8243;][vc_column][vc_row_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_column_text css=&#8221;&#8221;]It is hard to imagine a more fitting 125th anniversary gift than an entry in the Guinness World Records. 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