Saluting a centenary – Loacker’s journey from local patisserie to global brand

by Dermot Davitt |

In 1925, when Alfons Loacker purchased the patisserie in which he had worked since he was a boy, little could he have foreseen the extraordinary journey the company that bears his name would undertake over the following century.

Through war, economic crisis, social unrest and many other challenges, the family business – now run by its third generation – has forged a leadership position within the premium wafer and snacking segment from its base in the small city of Bolzano, South Tyrol, Italy.

Then and now: Alfons Loacker (left) and colleagues at his patisserie in the early days; below, the twin production sites of Auna di Sotto and Heinfels

In that time Loacker has become a €462.4 million turnover business (2024 figures), led by its home country of Italy, with distribution in 100+ other countries – the USA, Saudi Arabia, Israel and China round out the top five. The brand is also the leader in wafer confectionery in travel retail, a segment that remains under-developed but with a sizeable runway for growth.

The company’s story – we will bring you a full feature shortly – is about far more than the numbers, as guests (including The Moodie Davitt Report) discovered during the centenary celebrations in the Dolomites region over recent days.

A sumptuous Gala Dinner in Bolzano to mark 100 years of Loacker rounded out three days of memorable activities; here, Christine Loacker Zuenelli (centre) representing the second generation of family alongside third-generation members Andreas Loacker (left) and Ulrich Zuenelli salute guests. Christine, who was a key influence in growing the business from 1958 alongside her brother Armin, is shown as a child in the background image.

The family-led business model insists on high-quality, mainly locally-grown ingredients in its products, has long had a strong focus on wellness, conscious consumption and sustainability (long before these terms became popularised) and a people-centric approach to business.

That combination – allied to its investment in technology to take the next leaps forward in production – also means management makes no apology for Loacker’s status – and pricing – as a premium brand.

Andreas Loacker (right) and Ulrich Zuenelli take part in on-stage Q&A during the Gala and reflect on the company ethos, values and how “we only win in business if everyone wins”. Below, around 300 guests packed out the Bolzano sports arena that usually houses ice hockey games and other events. 

Loacker’s teams include many young people, most drawn from the Tyrol region. They bring not only a hospitality mindset and pride in the brand that has become an emblem of their homeland, but also the benefit of having both Italian and German as home languages as well as excellent English to help spread the Loacker story around the world.

Among those representing travel retail at the Gala Dinner on Friday were (from left) DR Group Business Development Director Afendi Bin Dahlan, Loacker Business Director Duty Free & Travel Retail Juan-Miguel Cabrera, Himan Trading Company General Manager William Yeung and The Moodie Davitt Report President Dermot Davitt

The past few days – and our conversations with guests from Australia to Canada, from Hong Kong to Malaysia, and from Israel to China, have also demonstrated the depth of the relationships Loacker has forged with its distribution and retail partners – many of whom it honoured during the celebrations.

Loacker Managing Partner and third-generation family member Ulrich Zuenelli (centre) welcomes Dermot Davitt (left) and Gebr. Heinemann Director Purchasing Liquor, Tobacco and Confectionery Ruediger Stelkens to a tour of the Heinfels facility. Below, “needs work” is the verdict at The Moodie Davitt Report attempt at chocolate wafer-making in Heinfels.

As guests we had the chance to become more acquainted with the brand as expressed in its homeland from Bolzano to production facilities Auna di Sotto and Heinfels – and through its people, led by Alfons’ daughter Christine Loacker Zuenelli, representing the second generation, alongside third-generation leadership including Andreas Loacker, Martin Loacker and Ulrich Zuenelli.

Renowned restaurant Lumen by Michelin-starred Chef Norbert Niederkofler played host to guests on Thursday at the top of Plan de Corones in the beautiful Pustertal Valley; below, more shots of a magnificent evening at the 2,000m-high peak.

There was plenty more to savour besides, from a spectacular evening at ski resort Plan de Coronas hosted alongside two-Michelin Star chef Norbert Niederkofler and his ‘Cook the mountain’ philosophy, to the centenary gala at Bolzano Palasport that blended fine cuisine, rousing music and an emotional recalling of key chapters in the Loacker story by family members.

We’ll feature much more in our detailed story in coming days. For now we present some pictorial highlights from our visit to Loacker’s South Tyrol home and our time shared with the team and partners in honouring Alfons’ 100-year legacy.