Hitschler: "Who doesn't polarize, loses" - That's how Hitschies takes away market shares from his competitors
The confectionery manufacturer is growing faster than the market. Company boss Philip Hitschler-Becker has neither a laptop nor an email account – but 775,000 followers. Is the brand too closely tied to his personality?
Philip Hitschler-Becker, CEO of German confectionery company Hitschler, has transformed the business since taking over in 2017. He has increased the company's social media presence, posting daily Reels and LinkedIn posts, and has gained nearly 775,000 followers across platforms. Under his leadership, Hitschler has shifted its focus from volume to margin, ended its loss-making private label business, and rebranded as Hitschies.
The company reportedly returned to profitability in 2020 and aims to achieve over €100 million in sales this year, after generating around €60 million in 2023.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
