US wholesale drives record sales for Switzerland’s Valora Group

Ditsch opened a concession store within an OXXO convenience store in Monterrey, Mexico, in January 2025 | Photo credit: Valora Group

Swiss foodservice operator Valora Group has credited its US wholesale business and new store concepts in Europe as key credivers behind record 2024 sales. 
 

Muttenz-based Valora achieved 4.6% group revenue growth during the 12 months ended 31 December 2024 to reach CHF 2.9bn ($3.2bn). Full-year EBIT increased 40% to CHF 97m ($110m) despite weaker consumer spend in its core Swiss and German markets. 
 

In a press release, Valora highlighted a record year for its Ditsch pretzel brand in 2024, particularly in the US B2B market. To meet rising wholesale demand in the country, Valora opened a second US Ditsch production facility in Cincinnati in October 2024.  
 

Alongside its growing wholesale business, Ditsch also operates two production facilities and 175 bakery-cafés in Germany. In January 2025, Ditsch entered the Latin America region with a concession store at an OXXO convenience store in Monterrey, Mexico. Both OXXO and Valora are owned by Mexican retail conglomerate FEMSA. 
 

Valora also highlighted new store concepts in Europe as driving strong 2024 sales and enabling the group to meet growing demand for on-the-go food across its convenience retail segment. 
 

In July 2024, the group launched the first Brezelkönig in-store concession serving freshly prepared pretzels and sandwiches at an avec convenience store in Deitingen, Switzerland. 

Valora also accelerated a premium store revamp of its BackWerk bakery-café chain, first introduced in April 2023. The upgrade programme includes a premium-focused bakery menu, self-order kiosks and new espresso coffee machines, with barista-prepared beverages now offered alongside BackWerk’s established self-serve coffee machine network. 

Valora currently operates 330 BackWerk stores in Germany alongside 78 stores across the Netherlands, Austria and Switzerland. The Swiss foodservice operator also operates the Caffè Spettacolo coffee chain, which has 29 stores in Switzerland and two sites in Luxembourg. Caffè Spettacolo coffee is also served in over 600 coffee machines at Valora’s k kiosk, Press & Books and avec retail outlets.