HUG: ‘We see our strongest growth in foreign markets’

Published on December 27, 2025

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Swissinfo
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In an exclusive interview, Swiss biscuit manufacturer and baker HUG’s two co-CEOs outline the challenges of expanding internationally, which include navigating Switzerland’s powerful agricultural lobby. HUG, a food company known, among others, for its traditional Zwieback rusks, has been in the hands of the same founding family for around 150 years. This hasn’t stopped the two women at the helm of the company from embracing new technologies including the use of artificial intelligence (AI) in advertising campaigns and acquiring new companies. In an interview with Swissinfo, the two co-CEOs say they are committed to keeping the entire value chain in Switzerland despite high costs, and that selling the company to a global conglomerate is off the cards. Strongly rooted in central Switzerland, HUG already sells 14% of its products abroad and considers foreign markets its main engine for future growth. It was at their headquarters in Malters, in canton Lucerne, that Swissinfo sat down ... Full story here Are you the author?

About Swissinfo

SWI swissinfo.ch – the international service of the Swiss Broadcasting Corporation (SBC). Since 1999, swissinfo.ch has fulfilled the federal government’s mandate to distribute information about Switzerland internationally, supplementing the online offerings of the radio and television stations of the SBC. Today, the international service is directed above all at an international audience interested in Switzerland, as well as at Swiss citizens living abroad.

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