Villars Launches Héritage 1901: A Premium Swiss Chocolate Collection Inspired by Over a Century of Craftsmanship

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Fribourg, Switzerland – April 16, 2026

To celebrate its 125th anniversary, Villars unveils Héritage 1901, a new premium Swiss chocolate collection crafted to meet the expectations of modern gourmet consumers. Rooted in authentic recipes from the brand’s archives, this launch reinforces Villars’ position as a leader in high-quality Swiss chocolate, sustainable sourcing, and artisanal chocolate-making.

Developed over three years of research and innovation, Héritage 1901 is entirely designed and produced in Fribourg, Switzerland. The collection embodies a clear promise: delivering traceable, ethically sourced chocolate with exceptional taste, while aligning with today’s standards of sustainability, transparency, and premium food experiences.

A Premium Swiss Chocolate Identity Reinforced

With Héritage 1901, Villars highlights its Swiss heritage and chocolate expertise through a bold new identity. Featuring a redesigned logo, elevated packaging, and a strong emphasis on origin, the collection positions itself within the growing demand for authentic

Swiss chocolate brands and luxury chocolate experiences.

This signature range is built on two core pillars:

Emotional taste and chocolate excellence, offering a balance between tradition and modern indulgence.

“As consumers increasingly seek authenticity and quality, Héritage 1901 celebrates time-honored craftsmanship—refined techniques, heritage recipes, and chocolate made with passion since 1901,” says Julie Henry, Marketing Director at Villars.

Swiss Milk: A Key Ingredient in Premium Chocolate Quality

At the heart of the collection lies Swiss milk chocolate, a defining element of Villars’ signature taste. Sourced from small Swiss farms, the milk meets high standards of animal welfare and sustainability, earning the Swissmilk Green certification.

This premium ingredient delivers a smooth, creamy texture and rich milky notes, positioning Villars among the top brands for luxury milk chocolate and gourmet Swiss confectionery.

From farm to chocolate bar, Villars enhances milk as a flavor catalyst, creating layered, refined, and evolving taste profiles highly valued by chocolate connoisseurs.

Sustainable Chocolate and Transparent Sourcing

Héritage 1901 reflects Villars’ commitment to ethical chocolate production and sustainable ingredients:

• Cocoa beans fully traceable to origin and certified Rainforest Alliance

• Premium ingredients sourced globally (Madagascar vanilla, Italian hazelnuts, Sicilian oranges, Breton crêpes)

• Swiss-made sugar and caramel

Each component is selected to ensure premium quality chocolate with responsible sourcing, a key factor in today’s consumer purchasing decisions.

Bean-to-Bar Craftsmanship for Superior Flavor

Villars reinforces its bean-to-bar chocolate expertise, controlling every step of production to guarantee excellence.

Cocoa beans are roasted according to origin to unlock their full aromatic potential. The process culminates in slow conching lasting over 50 hours for certain recipes ensuring refined texture and balanced flavors.

This meticulous craftsmanship positions Villars within the growing segment of artisan chocolate makers and premium chocolate brands worldwide.

A Diverse Range of Gourmet Chocolate Bars

The Héritage 1901 collection includes 15 premium chocolate references:

• 9 milk chocolate varieties, highlighting the richness of Swiss milk, with options including caramel, hazelnuts, and crêpe pieces

• 6 dark chocolate varieties, showcasing diverse cocoa origins, enhanced with candied orange, cappuccino crisps, or almonds

Flavor notes and taste indicators guide consumers, enhancing the premium chocolate tasting experience.

Signature products include:

• Old-Style Milk Chocolate rich and nostalgic, inspired by traditional farm recipes

• Creamy Caramelized Milk Chocolate smooth, indulgent, and enveloping

• Intense Cocoa Milk Chocolate a perfect balance of cocoa strength and milk smoothness

• Fine Swiss Milk Chocolate elegant, subtle, and refined

Expanding the Gourmet Chocolate Experience

Beyond traditional chocolate bars, Villars introduces:

• A redesigned premium napolitain range

• Sharing and gifting formats aligned with luxury chocolate trends

• “Secrets Gourmands” 200g blocks featuring 30% whole Italian hazelnuts

These innovations strengthen Villars’ presence in the premium gifting chocolate and gourmet snack market.

Strategic Pricing in a Volatile Chocolate Market

As global cocoa prices have tripled in recent years, impacting the chocolate industry and consumer demand, Villars is taking proactive action.

Starting May 1, 2026, the brand will reduce the recommended retail price of its 100g Héritage 1901 bars despite high raw material costs anticipating future market stabilization.

This decision supports consumer purchasing power, boosts category growth, and reinforces Villars’ commitment to accessibility in the premium chocolate segment.

This strategy aligns with the vision of founder Wilhelm Kaiser: making premium Swiss chocolate accessible without compromising quality.

Recently recognized with a Guinness World Record for the largest simultaneous chocolate tasting, Villars continues to innovate while inviting consumers to slow down and savor a truly exceptional chocolate experience.

Availability

The Héritage 1901 collection is now available in stores and through selected retailers.

About Villars Maître Chocolatier

Founded in 1901 in Fribourg, Villars is a renowned Swiss chocolate brand known for its artisanal expertise, premium ingredients, and commitment to Swiss chocolate tradition. For over a century, Villars has combined innovation and heritage to create exceptional chocolate products.

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