Rethinking a Crispy Tradition
Vladimir Minic: He has always had ideas – what was missing were the resources to pursue them.
Hüppen evoke childhood memories, Sunday afternoons, and Switzerland’s culinary heritage. At Straumann Hüppen AG, they are still produced the traditional way – with a great deal of craftsmanship and precise wafer-baking expertise. Yet, Managing Director Vladimir Minic felt a strong desire to further develop the long-established brand.
“In day-to-day operations with three production lines and only nine employees, there is simply no room for experiments”
When Straumann Hüppen gained the opportunity to invest in innovation through Ahead, Minic seized the moment. For the first time, he and his team could explore new recipes and processes.
“We wanted to create a new identity for our Hardegger brand and rejuvenate it.”
Together with Peter Braun, an expert from the Ahead network, the team developed new fillings that could be produced using the existing machinery. By cleverly reusing sections of the production process and applying a modular approach, they created a wide range of products—without the need for new machines. Implementation required considerable effort: suppliers for small quantities had to be found, suitable fats had to be tested—but in the end the result was high quality at lower cost.
“The project showed us what is possible—and where our limits are.”
Shelf-stable and crispy thanks to smart packaging
Because Hüppen are only convincing when they are perfectly crisp, the team devoted considerable attention to packaging. Tests showed that standard foil packaging allows a shelf life of six months at room temperature, while aluminium-laminated foil preserves freshness for up to twelve months. If the wafer absorbs too much moisture, it becomes rubbery. Through targeted adjustments, the team was able to secure product quality over the long term.
A more sustainable baking process with new technology
Alongside new fillings, Straumann Hüppen took another step: switching to an electrically heated wafer oven. Until now, the wafer rolls had been baked in gas-fired ovens—with the corresponding CO₂ emissions. For Minic, the new baking process is also a commitment to responsibility.
“We aim to produce a large share of our Hüppen on this line.”
Through the innovation project, Straumann Hüppen expanded its product range, increased efficiency, and contributed to sustainability. And for Minic, one thing is clear:
“This development marks the beginning of a future in which tradition and innovation go hand in hand.”
Straumann Hüppen AG
https://www.straumannhueppen.ch/