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 gained attention for his unusual social media presence. He has posted videos of himself performing stunts, such as eating red fruit gum strings from the hem of Heidi Klum's dress. As the head of a family-owned business with almost 100 years of history, Hitschler-Becker has taken a different approach from other companies in the industry, prioritizing maximum visibility.
Since taking over as CEO in 2017, he has grown the company's social media following to nearly 775,000 across multiple platforms.
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.
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