In ‘Schweizer Schokolade – Alpen, Milch und Pioniere’, the food researcher Dominik Flammer describes how a country became one of the leading chocolate nations without growing cocoa, without colonies and without access to the sea. He tells two stories at once, the story of Swiss invention and the story of the myth that clever marketing built on it.
The Süddeutsche Zeitung summed up its power neatly: “Hardly any advertising myth is as potent today as that of Swiss chocolate.” (Nicolas Freund, 14 November 2025, our translation)