August Storck

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August Storck KG

logo
legal form Limited partnership
founding 1903
Seat Berlin , Germany
management Executive Director:
  • Axel Oberwelland
  • Thomas Albrecht
  • Jan Hendricks
  • Achim Westerhoff
  • Michael Zink
Number of employees > 7,000 (2020)
sales approx. 3 billion euros (2019)
Branch Luxury foods
Website www.storck.com

The August Storck KG is a confectionery manufacturer based in Berlin . The main plant is in Halle (Westphalia) , further plants are in Ohrdruf (Thuringia) and Berlin.

history

Foundation and time between the world wars

In 1903 August Storck, known as Oberwelland , founded the Werther'sche Zuckerwarenfabrik as the owner of the Oberwellandhof in Werther (Westphalia) . With three employees, the factory delivered sugar confectionery to traders in the vicinity. By 1909 the workforce had grown to twelve, but the First World War had a negative impact on development.

In 1921, the management of the company went to Hugo Oberwelland, the youngest son of the founder, who had meanwhile become ill. In 1934 the "1 Pfennig RIESEN" came onto the market, which, according to the company, was Germany's first branded candy. By 1937 the number of employees had risen to 71, the products were sold throughout the entire Reich, and in 1938 the first branch was opened in Schötmar . Further investments followed only after the Second World War.

Relocation to Halle and introduction of the most famous brands

After the war, a new plant was built in neighboring Halle (Westphalia), which was considered a good example of an "industrial plant in the countryside" when it was built. Through the afforestation in the area, compensatory measures were voluntarily implemented, as they are now prescribed in spatial planning procedures and land-use planning . The plant received a siding to the railway line of the Haller Willem . Storck bought its own tank wagons for transporting raw materials and closed freight wagons for transporting finished goods.

In 1950 Storck introduced a performance fee for employees. In the wake of the economic miracle , both the number of employees and the production volume increased. In 1953 export began, initially mainly to the USA, Sweden and Hong Kong. In 1954 the production of chocolate began . In 1958 Storck introduced social benefits. The second generation change took place in 1971 when Klaus Oberwelland took over management of the company. In 1975 Storck introduced its own pension scheme.

From 1962 onwards, the company developed many of its most important brands over the course of two decades. Nimm2 (1962), Merci (1965), Campino (1966), Werther's Original (1969, until 1998 marketed in Germany under the name Werthers Echte ) and Toffifee (1973) were created in quick succession . Storck later took over Dickmann (1981) and developed the Knoppers brand (1983).

Recent developments

In 1988 Storck took over the traditional company Bendicks of Mayfair from Winchester in England. The "Stork Foundation" was founded in 1992 and has been committed to protecting storks ever since . In 1993 a new production facility was established in Ohrdruf, Thuringia. Further market launches followed, including merci Crocant (1994), merci Pur (1995) and nimm2 Lachgummi (1996). In 1998 the company was restructured, as a result of which the management was relocated to Berlin.

The third generation change took place in 2003. Since then, Axel Oberwelland has been Chairman of the Management Board of August Storck KG, which is the parent company for the national companies located below. Other market launches since the change are Campino (2000) and Chocolat Pavot (2003). In 2005 Storck acquired the naming rights to the brands Rachengold and Atemgold from the Karlsruhe company Ragolds. In 2005 the turnover of August Storck KG was 1.16 billion euros.

For the 100th anniversary, Storck developed a new company logo and the new slogan “Part of Your World”. In addition, the name Storck has appeared on every branded packaging for the first time ever since.

From 2009 the previously independent sales companies Storck, Merci and Dickmann were gradually merged and a new system of conditions was introduced. In the course of the merger, numerous executives left the company and were mainly replaced by managers poached from Ferrero.

With the generation change to the new head of the company, Axel Oberwelland, the brand management at Storck changed. If one previously relied on a pure one-brand strategy (one brand with one product), the last few years have been characterized by a policy of brand capitalization through numerous product launches under one brand. Examples of this are the new variants at Werthers Original with eclair, caramel cream and soft or at Mamba with the variants Sauer and Cola. In the chocolate sector, too, numerous new variants have been introduced under merci Petits or the regular Merci brand.

On January 1, 2014, long-time managing director Robert Mähler left the company.

Dispute over the use of the "Merci" brand

Since 2011 there has been a legal dispute between August Storck KG and the manager of four cafés and patisseries; it operates four stores in the Frankfurt am Main / Taunus area under the name “Café Merci”. Storck aims to prohibit the use of the name Merci because of its own confectionery , and in this sense sued through several instances under the Trademark Law (§ 14 II, No. 3) because of reputation exploitation and risk of confusion. The case aroused public interest after the 6th Civil Senate of the Higher Regional Court Frankfurt on May 23, 2012 decided essentially in favor of the managing director, but at considerable expense they opened the cafes with all references to their own packaging, products, advertisements, logos, etc. must rename.

On 14./15. In February 2015, the Frankfurter Rundschau reported that, following an agreement between both sides, “Café Merci may in future bear its name with the consent of Storck,” said Storck spokesman Bernd Rößler. "Neither side wanted to give further details."

Brands

  • Bazooka (1970s to late 1980s under license from Topps Company )
  • Bendick's
  • Campino
  • Château, chocolate house brand of the discounter Aldi
  • Choceur
  • Chocolat Pavot (until 2010)
  • Euka menthol
  • ICE fresh
  • Knoppers
  • Laughing rubber
  • Mamba, chewy candy
  • Merci
  • Moser-Roth , distribution through Aldi
  • take 2
  • Paradise Fruits aka Campino Fruits
  • Paroli (filled cough drops, discontinued in 1996)
  • Giants
  • Super Dickmanns
  • Toffifee
  • Werther's original

Austria

  • Arosa ( sugar ) made in Austria by Englhofer Bonbons
  • Firn (sugar) made in Austria by Englhofer Bonbons
  • Heller Wiener Zuckerl (jam-filled candies, which were produced in the Heller factory from the start. Fritz Heller, the brother of the multi-artist André Heller , sold the factory in 1970) made in Austria by Englhofer Bonbons
  • Eiszapfen (sugar) made in Austria by Englhofer Bonbons

Trivia

In the 1970s, a purple cartoon bear named Schleck was promoting mamba, bazooka, giants and similar products. The packs contained collection points, for which you became a member of the so-called "Schleck Club" and received your own ID with a secret language. When the club had more than 16,000 members, it was dissolved in 1979 for no reason.

Actor Götz George promoted Paroli in the mid-1980s with his image of Tatort commissioner Horst Schimanski .

WIHA

The Storck Group also includes WIHA GmbH with the brands Choceur, Château, van Bolten Nussbeisser, Riquet Nutcracker, Scholetta Riesen Schoko Kisses and Bermont Kräuterli, which are manufactured exclusively for Aldi .

Individual evidence

  1. http://www.storck.com/de/unternehmen/ Storck - company; accessed on August 18, 2020
  2. https://www.nw.de/nachrichten/wirtschaft/22697789_Pralinen-versuessen-Storcks-Bilanz.html/ Neue Westfälische: Pralines sweeten Storck's balance sheet; published on February 15, 2020; accessed on August 18, 2020
  3. Harry Wallop: Bendicks chocolate factory in Winchester to move to Germany . March 4, 2011, ISSN  0307-1235 ( online [accessed March 11, 2018]).
  4. ^ Election campaign: Lieberknecht in the Storck factory in Ohrdruf . ( Online [accessed March 11, 2018]).
  5. Storck history - confectionery production for over 100 years . ( Online [accessed March 11, 2018]).
  6. merci - brands from Storck . ( Online [accessed March 11, 2018]).
  7. Advertising & Selling: Michael Phiesel becomes managing director of Haribo-Holding | W&V . ( Online [accessed March 11, 2018]).
  8. ^ Decision of the OLG Frankfurt 6th civil senate (AZ: 6 W 36/12). In: Hessenrecht Land Jurisdiction Database. Retrieved June 3, 2020 .
  9. ^ Confectionery manufacturer Storck under fire: "Au revoir Merci!" ( Online [accessed on March 11, 2018]).
  10. ust: Thanks to Storck. Bad Sodener Café can continue to be called Merci. In: Frankfurter Rundschau from 14./15. February 2015, p. 16.
  11. ^ Salmonella: Aldi is recalling chocolate . In: Spiegel Online . December 19, 2001 ( online [accessed March 1, 2018]).
  12. Our brands - CHATEAU at ALDI Nord. Retrieved March 1, 2018 .
  13. Englhofer Bonbons Austria - The better the Englhofer! Arosa. Englhofer, accessed on March 12, 2019 .
  14. Englhofer Bonbons Austria - The better the Englhofer! Firn. Englhofer, accessed on March 12, 2019 .
  15. Englhofer Bonbons Austria - The better the Englhofer! Viennese candy. Englhofer, accessed on March 12, 2019 .
  16. Englhofer Bonbons Austria - The better the Englhofer! Icicle. Englhofer, accessed on March 12, 2019 .
  17. altetvclips: Paroli Halsbonbons Werbung Götz George 1985. December 17, 2013, accessed on March 11, 2018 .
  18. ^ Wirtschaftswoche on the relationship between Storck and Aldi , accessed on June 5, 2012.

Coordinates: 52 ° 34 ′ 34.1 ″  N , 13 ° 19 ′ 23 ″  E