“Retro can definitely be hip”: The Swiss Hero boss on canned ravioli, food waste – and the competitor Nestlé
Hero ravioli have been sold in Switzerland for 75 years. In an interview, country head Frederic Haas reveals how he wants to sell the Gen Z product, why the jam business is suffering – and what he mainly wants to use to increase sales.
Hero ravioli are a nostalgic product for many customers.
Image: Hero/zvg
They are neither trendy nor really healthy. Nevertheless, the hero can ravioli stubbornly stays on the supermarket shelves. The retro product, which hardcore customers regard as as iconic as Aromat or Maggi Würze, is currently celebrating its 75th anniversary. The German-Swiss Frederic Haas took over the top post of the Swiss branch six months ago. This is part of the Hero Group, which operates across Europe and is owned by German industrialist Arend Oetker.
