(MENAFN- Swissinfo) Miriam Baumann is the owner, chairwoman and CEO of Läckerli Huus, which manufactures the famous Läckerli biscuit. In an exclusive interview with Swissinfo she says her company is struggling to keep up with new regulations. This content was published on November 29, 2025 - 12:00 11 minutes

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In 2007 Miriam Baumann acquired Läckerli Huus, which produces the Läckerli, a traditional crunchy spiced biscuit. Since then Baumann has been the sole owner, chairwoman and CEO of the company, which has some 150 employees.

She has instigated major transformations at Läckerli Huus, significantly broadening its product range, while continuing to serve international markets, particularly Germany and Japan.

Swissinfo met her at the company's headquarters in Frenkendorf, an industrial municipality in canton Basel Country.

Swissinfo: You took over Läckerli Huus in 2007. What are the three most important changes you have made in the company since then?

Miriam Baumann: First, we simplified the legal structure. Läckerli Huus was part of a group of five companies, and we merged them into a single company.

Second, in 2007 our two production sites were inefficient. For example, their windows were not properly insulated, the floor load capacity was insufficient, and the ceilings were not high enough. One site was also very close to a city, which was no longer appropriate for our industry. Fortunately, I was able to purchase land in canton Basel Country. That's where we now have our headquarters as well as a single modern production facility.

Third, we adapted our logo, product range and packaging.

The famous Läckerli biscuits during production. Stefan Bohrer / Keystone

Swissinfo: Your product range has grown considerably, with around 150 products. Do you now have an optimal product range?

MB: It is always a difficult balancing act. The broader the product range, the more complex and cost-intensive it becomes across the entire value chain. But since we sell our products directly to end consumers and our products are often bought as gifts, we cannot afford to sell only kilos of Läckerli in dull shops.

On the contrary, we need to attract a steady flow of customers to our shops, which is why we need a broad product range and regular novelties. That's why we expanded our offer to chocolate a few years ago.

We also specialise in beautifully decorated tin cans, and it is an advantage to have a broad range of products presented in these cans. Our home market is growing, but not the traditional way. Population growth is driven by immigrants rather than by the Swiss having children. They have different tastes, so we have to adapt, which means expanding our product range. Finally, I would emphasise that our strength lies in managing such a complex portfolio of products, including refined packaging.

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