Changing perceptions of marzipan

CHANGING PERCEPTIONS

OF MARZIPAN

Horst Schluckwerder OHG is one of the world’s largest speciality factories for marzipan products, delivering traditional seasonal items for Christmas and Easter in the domestic German market, as well as year-round marzipan and other items, including nougat, to many export markets worldwide. Piotr Sadowski reports.

For 55 years the family-owned business Horst Schluckwerder has been engaged in the development of marzipan, pralines and chocolate specialities, all based on the highest quality and using only natural ingredients. When the company started its activities there were around 200 marzipan producers in Germany, but now there are now only three major players in the country, one of them being Schluckwerder.

“Over the last decade we have been experiencing stable, but very satisfactory growth,” says Jens Klausen, the company’s export director. “The recession has had no impact on our operations, since we are first and foremost manufacturing very traditional Christmas and Easter products for the domestic market. It is a niche area of operations for which we see continuous demand in the country. However, our portfolio also includes a range of yearround products for our clients abroad and over the past 10–15 years we have witnessed a steady increase in exports of marzipan and our other products.”

Overcoming a challenge

According to Mr Klausen, the biggest obstacle that the company encounters in some countries is the ‘bad childhood memories’ among purchasers. “In markets such as, for example, the UK, marzipan is often associated with an overly sweet, almost sickly, product,” explains Mr Klausen. “There is a lack of acceptance of marzipan in general which results from such negative taste connotations.

“However, marzipan from Schluckwerder is not that type of marzipan at all: Germany is the only country in the world with a marzipan law, which stipulates the minimum content

of almonds and thus prevents producers from creating bad marzipan. Schluckwerder marzipan has at least 33 per cent content of almonds. We only use natural sugar and no other ingredients, unlike in other countries where materials such as apricots, potatoes or even peanuts are used. Thus, our marzipan, especially after it is covered in a coating of dark chocolate, has a wonderfully balanced flavour. It is natural and of the highest quality – and certainly does not leave you with any bad memories.”

Schluckwerder has been successful in convincing purchasers in foreign markets – those with ‘bad marzipan childhood memories’ – that marzipan can be tasty and of a high quality, and that there is a niche need for it in the given market. It has already seen a positive shift in the perception of marzipan in markets such as the UK, America and Australia.

“With the increasing shift towards the use of only natural ingredients, our offering can be a winner,” adds Mr Klausen. “Similarly, with our second biggest product group, which is smooth hazelnut praline chocolate, we only use natural raw materials: 34 per cent content of hazelnut, cocoa powder and cocoa mass, and absolutely no vegetable oil or other fat. We also combine marzipan and nougat to create delicious products.”

Continued expansion

Schluckwerder operates three modern factories, two of which are in Adendorf, which is also the location of the company’s headquarters. The third plant is run by a daughter company in Lübeck. Over the past eight years Schluckwerder has been following a very aggressive investment strategy and has focused on modernising and expanding its production capacity. “Two years ago we completed a brand new

manufacturing hall which strengthened our output,” points out Mr Klausen. “In the coming years we will naturally continue to invest and expand, not just in capacity, but also, heavily, in new technologies.”

Horst Schluckwerder now distributes its products to 40 markets worldwide, with exports accounting for 25 per cent of its overall turnover. It sells only to chains, whether they are big or small, and in some markets also works with the speciality trade. “Owing to shared tradition in flavours, our major export destinations are Germany’s neighbouring countries, Denmark, Poland and others,” explains the export director.

“Amongst these countries is a similar positive perception of marzipan and nougat, hence the resulting popularity of Schluckwerder products across these markets. Nevertheless, we are also noticing huge sales outside of Europe, in America and Australia, where we have managed to successfully change the attitudes of chain store operators towards marzipan.” In terms of new geographical destinations for sales, the company is increasingly focusing on eastern Europe – not just Russia, but also Ukraine, Belarus and other countries in the ex-Soviet region.”

Future development

Increasing export activities and organic growth will be the main sources of expansion for Schluckwerder. The company is open to acquisitions, but only if a potential target is involved in manufacturing speciality items that fit into the company’s niche area of production. The business recognises the trend for delivering higher quality products so this will naturally lead to its marzipan creations containing more and more almonds.

“Our products can be real cash cows for chain store operators; they only have to learn from the success of our partners in other markets,” concludes Mr Klausen. “As I said before, one needs to overcome the bad marzipan memories – which in fact could be helped with the introduction of marzipan laws in other countries, based on the principles we have here in Germany.” n