Can be found in numerous Swiss households: the traditional spice mixture Aromat.
Martin SchmidtEditor Economics
Everyone has friends or relatives who spice up their meal with Aromat – no matter what is on the table. For many, the Swiss spice classic is simply part of it. Aromat belongs to Switzerland like Lindt chocolate, Emmental cheese and the Matterhorn.
Aromat fans have to be strong now: the empty shelves for the traditional spice are piling up at retailers and discounters. Migros customers currently even have to do without Aromat altogether, as Blick research shows.
Aldi Suisse attributes the aromat shortage to delivery delays. Therefore, Knorr’s traditional spice could temporarily run out in certain branches.
Power struggle with Migros
On request, the manufacturer admits that “here or there there were gaps on the shelves”. In recent weeks, however, Aromat has been available in most Swiss retailers, writes the media office of Unilever, the German owner of food producer Knorr. The gaps should be completely closed again by next week at the latest. Not so at Migros. “This article is currently not available,” is emblazoned on a sign on the Aromat shelf in the branches.
There is a completely different reason behind the gaps in the range of the orange giant: there is a bad air between Migros and the manufacturer. They cannot agree on the purchase price. “In fact, we are currently in negotiations with the supplier,” explains a spokesman for the empty shelves.
Originals particularly in demand this year
Migros has sold its remaining stocks and temporarily removed the spice from its range. “We are convinced that we will soon be able to find a good solution for our customers with the supplier,” Migros continues. Until then, customers will have a good alternative with their own brand Mirador. Aldi Suisse also refers to its own brand in the event of bottlenecks.
The yellow shakers with the red Knorrli motif are currently readily available from Coop and Lidl Switzerland, as the two companies have announced. They don’t seem to be affected by the supply bottlenecks. “The shelves are constantly replenished,” said a spokesman for Coop. The same applies to the own brands, according to Lidl.
The original is particularly in demand this year. “Aromat is enjoying great popularity, especially on its 70th birthday,” says Knorr owner Unilever. The group has not announced any sales figures for a long time.
Pinch of Switzerland in a can
The German company Knorr has been selling the yellow wort since 1953. Nevertheless, many Swiss people consider Aromat a national achievement. And indeed, there is a pinch of Switzerland in the can. After all, a Swiss invented the formula for success.
In 1945, at the age of almost 30, Walter Obrist moved to Knorr’s Swiss production facility in Thayngen SH. The former chef had a knack for developing new products. After months of traveling he developed the secret Aromat recipe in 1952: yeast extract, wheat glutamate, vegetable fat, vegetables, spices and salt. The manufacturer keeps a secret about the mixing ratio.