5 Swiss Brands You Should Recognize (And 5 You Don’t Need to)

To a certain extent, Switzerland is all about chocolate and watches. However, although just shy of 8 million people, this small country boasts a disproportionate number of influential brands.

In addition, the tag line "Made in Switzerland" is probably one of the most respected signs for quality and precision.

So, in order to be smarter than a fifth grader, the following are five brands you should recognize and (hopefully) associate with Switzerland:



They are hands down the most precise, stylish and affordable watches! If you didn't guess, the name Swatch was formed from the words "Swiss" and "watch"...

Swiss Brands - Swatch



You might have noticed that this Swiss company has grown way past producing alternatives to breast milk. In fact, you might be consuming some of their goods on a daily basis: Nescafé and Taster's Choice coffee, Perrier water, Dreyer's and Häagen-Dazs ice-cream, Thomy mustard, or Butterfinger and Nerds candies.

BONUS: Toll House is a brand of cookies and brownies marketed by Nestlé. It is named for the Toll House Inn in Whitman, Massachusetts, where Ruth Graves Wakefield is credited with inventing the chocolate chip cookie by mistake in the 1930s in a nearby Rhode Island town. Ruth Graves approached Nestlé after the popularity of her cookies skyrocketed. The price that Nestlé paid her for the recipe was a life-time supply of chocolate. So this Swiss company actually owns the rights to the cookies and the recipe! (via Listverse)

Swiss Brands - Nestle



Every Swiss man has at least one. And for over a century, the maker of the official Swiss Army Knife has taken advantage of what the Swiss flag stands for (see above). Also, Wenger, one of the subsidiaries of Victorinox, is more popular in the US as they sell army knives and travel accessories in outlets such as Target and Officemax.

Swiss Brands - Victorinox



Voilà the biggest expression of Swiss pride! I mean, who doesn't know their yodel slogan? These candies are hands down the best remedy to clear your throat!

Swiss Brands - Ricola



If you asked 100 people what comes to mind when they hear Switzerland, 99 would respond with chocolate! Right? With roots in the 19th century, today's Lindt chocolate still has that same sweetness and creamy consistency... Sorry if I teased you too much! But it's just so yummy...

Now on to the brands that are either way too specific to Switzerland or simply damaging to the country's image. Assuming that you are a global citizen, I do not believe that you should be expected to know any of these Swiss brands. But you deserve extra credit if you actually do!

Swiss Brands - Lindt



Although it might sound strange, this soda pop is actually made of milk serum. How appropriate for Switzerland's favorite beverage, right? Also, Rivella has tried to expand their market past the Swiss borders but has largely failed...

Swiss Brands - Rivella



Outside of Switzerland, it is usually called Ovaltine. But it is essentially the same brown, powdery milk drink that 95% of non-lactose intolerant Swiss kids grow up with! I did. I guess now you know that this product is also Swiss. Hmm.

Swiss Brands - Ovomaltine



Looking for anything? They have it at MIGROS. Lately, I have even seen a kind of OREO cookie knock-off, which might catapult this Swiss grocery chain to the brands you should know!

Anyway, established in 1925, the once humble little Zürich store which counted 16 employees has since grown into one of Switzerland's largest enterprises, largest supermarket chain and largest employer. Still, it's contained to Switzerland and Turkey only.

Swiss Brands - Migros



Unless you have been living under a rock, you probably know that this Swiss bank has been involved in some shady trickery tax strategies lately. In fact, UBS has had a practice of helping wealthy Americans harboring their cash in order to evade the taxman. After all has been said and done, the UBS crisis has hurt Switzerland's banking industry and some Swiss are still avoiding the bank years later.

Swiss Brands - UBS


Mövenpick Ice Cream

The Swiss would rather keep Mövenpick a secret, because this Nestlé brand makes some of the best ice-cream in the world! On any given day, Swiss and others who were let in on the secret will line up at Mövenpick outlets to buy a few scoops of pure delicacy. So keep this a secret and do not tell your friends, because we would not want these lines to get any longer...

Swiss Brands - Moevenpick

In case you're interested, read more about Swiss brands in this interesting article by Brand Channel! We have also covered Swiss brands as part of our review of LOGOBOOK.

And finally, in your opinion, did we miss any typical Swiss brands? Please let us know...

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As the founder, editor and community manager of Newly Swissed, Dimitri owns the strategic vision. He is passionate about writing and is a member of the Swiss Travelwriters Club.

Dimitri loves discovering new trends and covers architecture, design, start-ups and tourism.
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Latest posts by Dimitri (see all)

  • Geert Rozeboom

    You missed Emmi, particularly the cheese fondue. This is a hit in The Netherlands, at least in our family.

  • http://www.newlyswissed.com Wesley

    Mmmmmm Emmi! As a dtuchy myself I can confirm this. Nonetheless I can tell you Geert that in Switzerland itself there’s much more (and better) cheese fondue brands. If I am correct I found an interesting article the other day on cheese fondue brands being exported so much by the Swiss and the Netherlands is the number 1 export country for Switzerland. I see if I can retrieve the article for you.

  • http://www.newlyswissed.com Wesley

    @ Geert: I have an idea. I just make a blog on it this morning. Found it and love to write about it. Keep yourself updated on the site and read the blog (and many more) soon!

  • Mojado

    There’s a Migros in Germany (Lörrach)

  • http://erickimphotography.com/blog Eric Kim

    Gotta love you Swiss 😉

  • http://www.fergusmiller.com Fergus Miller

    Try finding a Nestlé product in my…… http://fergusmiller.com/2012/02/02/chuchichaschtli/
    The are such a dodgy company especially when it comes to baby food!
    PS: This is an interesting web site: http://www.sorgim.ch/

  • http://jofurniss.wordpress.com Jo Furniss

    There’s also Frauenfeld’s worst-kept secret, Sigg. For years, a Siggie bottle has been my go-to gift when sending home to friends in the UK – but I’ve noticed them on sale in England now, so I’ve lost my prized pressie, boo!

  • ramin

    I miss dutch cheese. Leerdammer gotta be the best

    • Wesley van Drongelen

      Well, there is a hint in the term “DUTCH cheese”…

  • D

    Where is the brand with the word Suisse inside of it. The other banking giant: Credit Suisse. Here in state side it’s even more popular than UBS. Specifically in investment banking.

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  • http://www.fh24.at Reini

    And there is JURA

  • Pia Mantovani-Sud

    i miss it all

  • J D

    Migros also have stores in Germany

    • Wesley van Drongelen

      …and 3 in France.

  • denisbalibouse

    Where is Cenovis ?!?!?

    • newlyswissed

      It’s all a matter of taste, Denis 😉 I don’t personally know Cenovis, but I might try it for consideration in a future post!


      • denisbalibouse

        I realized recently is it more a Romandie delicatessen.
        It is an eatable version of Marmite or Vegemite 😉

  • swissnexSF


  • GrohBot

    ‘That 95% of non-lactose intolerant Swiss kids grow up with!’ – HAHAHAHA

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  • Sandrossi

    Toblerone! Also, Logitech and Freitag deserve some credit. Not that anybody knows they’re swiss, but they are pretty famous.

    • newlyswissed

      Good point. +1 for Logitech and Freitag! ^Dimitri

  • Cristián Hugo Muñoz Campos

    I usually find Swiss made chocolates in supermarkets here in Santiago, Chile. Toblerone, Lindt among others. I remember that there was a Swiss made chocolate costing US$ 25, for Christmas. It was expensive for Chilean standards. However, the whole stock was sold out in less than a week!!. Last year, I made a gift for my mother in her birthday, a Lindt chocolate Made In Switzerland, and my mom can`t believed it. She was very happy. 😀 The Lindt chocolate was very good and better than other imported chocolates.
    Switzerland never failed me. ;D

    • newlyswissed

      Lovely,that story about your mom’s birthday! Thanks for sharing, and keep eating that delicious Swiss chocolate… 😉 ^Dimitri

      • Cristián Hugo Muñoz Campos

        Thank you very much. I have not mentioned that I live near a Nestle plant located in Camino a Melipilla road in South-Western Santiago. The plant is the most advanced in South America. Considering that Switzerland is a nation of 8 million, Swiss economy is massively important. Look at the recent shock in the world currency markets after the Swiss Nacional Bank ended the cap in the Euro-Swiss Franc exchange rate.
        God Bless Switzerland.

      • Guest

        Cristián Hugo Muñoz Campos : ” 35% of Russki genes have Mongol background. Research it. ;D That`s explain the savage, scoundrel and rapist nature of RuSSist Horde of savages and rapists.”

        -That is common racial propaganda used among nazists, pro-USA Ukrainian nazists use the same justification for murder today against the civilians of donbas. It is however not correct, but even if it was, there is nothing wrong with being of mixed race nazi trash, and people of mixed descent between asians and Europeans does not turn into rapist you dumb nazi moron, you should look at what happen to the nazists in Germany, the same thing will happen to your kind today. The struggle in Ukraine is not between Ukraine and rebels but between nazi trash such as yourself and normal people.

        “Ukraine crisis: the neo-Nazi brigade fighting pro-Russian separatists”

  • Erich

    And what about Schindler, Kuhn-Rikon, Maggi, Nescafé ?

    • Dimitri Burkhard

      Great suggestions, thanks!

      • Erich

        or Sulzer, Bühler (worlds most famous manufacturer of milling machines)