Offering more than just delicious confections, Max Chocolatier celebrates artisanal craftsmanship, premium natural ingredients and its Swiss heritage in each of its chocolate creations. FOUR speaks with Antoine Chedel-König, project manager at Max Chocolatier, to learn more about the brand and how it’s perpetuating its mission of bringing Swiss chocolate back to the pinnacle of excellence.
Can you provide an overview of Max Chocolatier’s vision and philosophy? What sets the brand apart in the competitive world of chocolatiers?
Max Chocolatier lives by four core, unshakable, and uncompromising values: natural, bespoke, Swiss and handmade.
NATURAL – Artificial additives and preservatives are never on our menu.
Max Chocolatier adheres to an unwavering commitment to naturalness. Eschewing additives and preservatives, our creations are a testament to the sublime beauty of nature’s creation. Local whenever possible, we select only the finest, all-natural ingredients, ensuring that each bite delivers an authentic and unadulterated sensory experience. This dedication to natural ingredients not only elevates the taste but also aligns with the sophisticated values of our conscientious clientele.
BESPOKE – Creating exclusive flavours and gift experiences for our clients.
Bespoke is the art of personal connection coupled with collaborative creation. Luxury, in our ethos, is not just about the exclusive one-on-one service or exquisite products but also about engaging our clients in the creative process. Each chocolate and its joyous little box become a joint venture, where our client’s vision and our expertise merge to craft something truly unique. This approach elevates each creation, ensuring every piece is not only a testament to individual preferences but also a shared masterpiece, embodying a special bond and a distinct story.
SWISS – Swiss but global.
Swiss heritage is our cornerstone, encapsulating an ethos of precision, elegance, and unparalleled quality. Max Chocolatier’s creations are not just chocolates; they are ambassadors of Swiss culture. Each piece is a mélange of the rich Swiss chocolate-making legacy and contemporary innovation. We take pride in crafting chocolates that are not only indulgent but also embody the enduring values of Swiss craftsmanship, making them the perfect representation of sophistication and luxury.
HANDMADE – Perfect Human Imperfection.
Max Chocolatier cherishes the irreplaceable touch of the human hand. Within our quaint atelier in Luzern, skilled artisans breathe life into each creation. This meticulous handcrafting process ensures that every chocolate carries the unique imprint of the chocolatier’s devotion and finesse. Our commitment to handcrafting is a tribute to the time-honoured traditions of Swiss chocolate artistry, making each piece a collector’s item in its own right.
How did the idea for Max Chocolatier originate, and how has the brand evolved since its inception?
Max Chocolatier was born out of love: a love for local, natural ingredients, for fine foods, for skilled culinary craftsmanship, for home (Switzerland), but most importantly, out of a father’s love for his son: our namesake, Max. Mr Patrik König, Max’s father, travelled the world for the sake of his original business, which curated and sold luxury watches and jewellery. Mr König, a bit of a sweet tooth himself, loved to taste and savour sweet local delicacies wherever he went and would always bring back some chocolate treats for his son Max – the biggest chocolate aficionado in the family.
Max was born with Down’s Syndrome. Naturally, this brought with it many challenges. However, Max overcame them all. His dedication, strength, and determination in overcoming the hurdles life had set before him, but most importantly, his kind-heartedness, honesty, and love, were the perfect inspirational catalysts for Mr König to found a brand to honour his son and make him proud.
The next question was: what would he make? The answer naturally came in the form of their shared passion: chocolate. But not just any chocolate, a chocolate that would reflect his son’s unconditional love, honesty, and resilience in facing adversity.
Further drive came from the aforementioned travels. Having tasted chocolate from some of the greatest chocolatiers from around the world, Mr König was saddened that his homeland, so ubiquitously known for chocolate, no longer seemed to be the home of the best chocolate in the world (that title at the time most likely would have gone to the Belgians or the French). As such, armed with love for his family and a desire to put Switzerland back on the map as THE destination for high-end chocolate lovers, he founded Max Chocolatier in September 2009 from a tiny atelier in the old town of Lucerne, right on the picturesque lakeside.
Over 14 years later, our tiny atelier and team may have grown, but our raison d’être remains the same: to create lovingly handmade, honest in its conception, high-end chocolate that would bring a smile to Max’s face. Until now, it would seem we’ve succeeded as Max is proud to tell all who will listen that he has a chocolate factory in Switzerland (our little 4 chocolatier atelier would disagree to be dubbed “factory”, but we wouldn’t want to contradict Max, our unofficial boss).
Max Chocolatier is known for its unique approach to chocolate-making. Could you elaborate on the guiding principles that influence your creations?
Much like our brand as a whole, Max Chocolatier teeters between innovativeness and tradition. Our boutiques in Lucerne and Zurich, as well as our Design and Event Studio in Lucerne, are decorated as what could only be described as an “Industrial Swiss Chalet”, mixing in antique wooden furniture, traditional Swiss materials, and handmade China with a New York Meatpacking penthouse aesthetic of raw, aged, exposed materials.
In the same vein, our chocolate pralines and truffles, more complex in their realisation, really allow our chocolatiers to showcase their skill and inspiration. We naturally love to showcase the beauty and simplicity of our Grand Cru chocolates by cooking up minimalistic dark chocolate ganache truffles, where one can taste the subtleties of each chocolate and the terroir from whence it came. But we also love to create innovative flavours, mixing ingredients from around the world, allowing our clients to taste something entirely new and travel through our chocolates. Such creations extend from the more classical “Mango Passionfruit”, a butter ganache coated in Bolivia 45% milk chocolate, to the more experimental, such as our “Tomato Basilicum” truffle where dark Madagascar 68% chocolate melds with sweet/sour tomato, balsamic vinegar, and basil jelly, creating a savoury treat to be enjoyed with a glass of red wine over a pre-dinner aperitif. Naturally, everything in between is also on the menu.
The development process of all of our products normally begins with selecting unique ingredients: from special Ethiopian mountain peppers to Madeiran Port wines, Spanish award-winning olive oils, French sea salt, or Japanese Sencha green teas. Naturally, local producers also inspire us with incredible ingredients such as Swiss-grown saffron, Alpine herbs, local fresh fruits, and, of course, creamy cow’s milk and creams. From there, our chocolatiers sample, taste, and pair ingredients together with our selection of Grand Cru Single-Origin Chocolates from around the world, each showcasing incredibly varied flavour profiles from the terroir and climate in which the cacao grows. This variety in chocolate notes allows us to create unique, flavorful creations – the possibilities are practically endless, and as such, we won’t bore you with 1000 examples. The best way to discover them is by trying our products. After all, if a picture is worth a thousand words, then biting into our creations is worth at least ten thousand.
What is the target audience for Max Chocolatier, and how do you ensure your products resonate with them?
Max Chocolatier is a haven for those who have a deep appreciation for the rich tradition of Swiss chocolate and an unwavering commitment to quality. Our offerings are tailored to individuals who prioritise honesty in their food choices, seeking out ingredients that are as pure and natural as the Swiss landscapes themselves. Each chocolate in our collection is meticulously handcrafted, bearing the unique marks of artisanal craftsmanship – a testament to the dedication and care infused into every creation.
We extend a warm invitation to those with an adventurous spirit, eager to embark on a journey of discovery through the tantalising flavours and exotic ingredients that adorn our chocolates. Yet, amidst this exploration, Max Chocolatier remains steadfast in its dedication to chocolate aficionados – those who revel in the simple pleasure of a perfectly crafted truffle or bar.
While our commitment to quality remains unwavering, we understand the importance of accessibility. That’s why we offer a range of options to suit every palate and pocket. From the indulgence of a single truffle, priced at a modest CHF 2.50, to carefully curated collections of vegan truffles and sugar-free delights, we ensure that the joy of natural chocolate is accessible to all.
In essence, Max Chocolatier embodies the epitome of elegance and sophistication without ever losing sight of its roots in tradition and craftsmanship. It’s chocolate for real people – crafted with passion and care and available to all who appreciate the finer things in life.
In what ways does Max Chocolatier strive to contribute to sustainability and ethical sourcing in the chocolate industry?
Max Chocolatier exclusively works with chocolate imported and processed by renowned local chocolate manufacturers. Our chosen partners work exclusively with cacao farms around the world, which have a proven record of quality and environmental and social responsibility. These are monitored by our chosen partners, with representatives on the ground on every single farm. Every year, certain cacao varieties and chocolates fall out of our selection due to the fact that the farm owner changes and new ownership decides to eschew the aforementioned environmental or social conventions. As previously mentioned, Max Chocolatier was founded to celebrate Max König’s most admirable traits, including utmost honesty and kindness – as such, we expect the same from our chocolate-supplying partners and their farms.
A few interesting facts:
- Farmers cultivating our cacaos are paid above “Fair Trade” prices and offered numerous social schemes to help their families.
- Minimal and sometimes even no chemical pesticides are used to protect the terroir and avoid depleting nutrients. Natural pesticides are used as much as possible.
- Cacao trees are left to grow far beyond their optimal yielding years to produce less volume but higher quality cacao fruits.
- No rainforest or protected ecosystems are ever cleared to produce our cacaos.
In a market filled with various chocolate options, what do you believe is the emotional connection that customers establish with Max Chocolatier’s products?
We believe our customers forge an emotional bond with our brand through the story we tell – a story that is inherently Max’s story. Our customers admire our unwavering dedication to quality and craftsmanship, values that take precedence over mere quantity and profit margins. They appreciate our authenticity, knowing that each bite of their favourite chocolate creation is crafted with fresh, natural ingredients.
What sets us apart is our transparency. Our customers take comfort in knowing that they can visit our production atelier in Lucerne at any time – our doors are always open. Here, they can witness first-hand the meticulous process behind every chocolate, free from any hidden agendas or deceptive practices. In a world saturated with greenwashing and corporate spin, Max Chocolatier stands as a beacon of traditional honesty and transparency, values that resonate deeply with our discerning clientele.
Moreover, our commitment to personalised service fosters a sense of nostalgia reminiscent of a bygone era where relationships were cultivated on a personal level. Just as in small towns where everyone knew each other by name, at Max Chocolatier, we know our customers, their stories, and their seasonal chocolate preferences. This intimate connection allows us to serve them with care and attention, ensuring each visit is a cherished experience.
In essence, Max Chocolatier offers more than just chocolate – it’s a journey back to a simpler time when authenticity, transparency, human contact, empathy and personalised service were the norm. It’s a place where customers become part of our story, forging lasting connections rooted in trust and tradition.
What role do limited-edition or seasonal offerings play in keeping the brand fresh and engaging for customers?
We pride ourselves on sourcing natural, locally sourced ingredients whenever possible. However, the seasonal availability of many of these fresh, local ingredients led us to develop four distinct seasonal collections. While initially driven by the limitations of ingredient availability, this approach also imbues our products with a sense of “natural exclusivity”.
This concept harkens back to simpler times when certain produce was only available during specific seasons, creating anticipation and excitement as each new season brought forth its bounty. This natural rhythm not only offered variety in diets but also contributed to overall gut and intestinal health. By aligning our products with the yearly cycle of seasons and weather, we aim to evoke this same sense of anticipation and connection to nature.
Max Chocolatier offers a vast array of over 250 different truffle recipes alone. Recognising that offering all these options constantly would overwhelm our customers, we introduce many of our beloved recipes which don’t make it into our regular seasonal collection in limited editions throughout the year to commemorate various celebrations from around the world, such as Lunar New Year, Swiss National Day, Thanksgiving, or New Year’s. Furthermore, we curate special collections for Valentine’s Day, Mother’s Day, Easter, and Christmas – traditional chocolate-filled celebrations. These collections feature a wide variety of exclusive limited products.
With our diverse offerings, including seasonal collections and limited/occasional editions, we ensure that our clients discover something new and exciting with every visit.
Can you share insights into the craftsmanship that goes into creating Max Chocolatier’s signature chocolates? What makes the process unique?
Every step involved in crafting a Max Chocolatier product requires human craftsmanship. Each ingredient arrives fresh at our atelier, awaiting transformation into the exquisite components of our final chocolate creations. From crafting jellies from freshly harvested fruits to caramel from rich cream, gianduja from home-roasted nuts, and butter ganache from creamy Swiss butter – every element is carefully prepared by hand.
From coating and cutting to moulding and sculpting chocolates of various shapes and sizes, every task at Max Chocolatier is meticulously carried out by skilled artisans. While this manual approach results in each product bearing slight variations, we view this as a testament to our commitment to quality – a reassurance that every piece is crafted with the love and attention of a master chocolatier.
Unfortunately, the tradition of handcrafted processes is diminishing, particularly in Switzerland, where labour costs are high. Many businesses opt for automated processes or offshore production to reduce costs. However, at Max Chocolatier, we remain steadfast in our dedication to preserving the art of handmade craftsmanship. We believe it is this devotion to quality that sets us apart in an era increasingly dominated by mechanisation.
How do you source and select the ingredients for your chocolates? What role does the quality of ingredients play in the final product?
Max Chocolatier celebrates nature’s abundance by selecting only the finest natural ingredients and prioritising local sources whenever possible. We strive to establish direct relationships with our suppliers, aiming to support farmers and producers directly. In cases where direct sourcing isn’t feasible, we rely on trusted fine food suppliers who guarantee us access to the highest quality ingredients from around the globe.
This commitment extends to our chocolate selection, where we exclusively use Grand Cru Single Origin chocolates. These chocolates represent less than 10% of worldwide cacao production and offer remarkably complex flavour profiles, reflecting the unique terroir of their origins. For example, chocolate from Java 64% might carry a smoky flavour due to its volcanic soil, while chocolate from Bolivia 68% might exhibit a bitter and acidic profile from its wild growth in the jungle’s acidic soil.
Just as any skilled chef will attest, working with exceptional ingredients profoundly impacts the final product. With ingredients of such calibre, there’s no need for masking flavours – each ingredient speaks for itself, allowing us to showcase its natural essence and beauty. A fitting analogy can be drawn to cooking meats: when working with prime cuts, a light sear and a touch of salt suffice to create a memorable dish, whereas lesser cuts may require heavy sauces and seasoning to elevate their flavour. At Max Chocolatier, we proudly work with the former – ingredients of unparalleled quality that elevate our chocolates to unforgettable heights.
Max Chocolatier is known for its innovative flavour combinations. How do you experiment with and select new flavours to offer customers?
At Max Chocolatier, our chocolatiers, along with our close-knit circle of friends and family, play a pivotal role in the ongoing development of new flavours and products for our discerning clientele. Drawing from a diverse network of chefs, sommeliers, and food enthusiasts, our chocolatiers are constantly inspired by innovative ingredient suggestions and flavour combinations gleaned from these interactions. Inspiration also frequently arises from our clients, who regularly interact with our sales personnel in our boutiques, sharing their favourite flavours or culinary discoveries. These valuable insights are then brought to our office meetings for further examination and often progress to a testing phase. Over the past decade, several of our most beloved flavours have originated from feedback provided by our loyal clients in our boutiques. At Max, our clients are part of the family.
Dedicated time slots are allocated to our chocolatiers each week, allowing them to experiment with these initial concepts and refine them into unique flavour profiles tailored to our client’s tastes. These creations undergo rigorous tasting sessions, not only within our office – where it doubles as a delightfully fun team-building exercise – but also among our owners and the aforementioned network of friends and family.
Moreover, many of our new flavours stem from direct collaborations with our corporate clients. With larger budgets and a desire to align their brand with unique offerings, these clients often seek to co-create custom flavour lines exclusive to their brand. Working closely with them, our chocolatiers craft bespoke flavours that are uniquely theirs. While these creations remain exclusive to the respective corporate client, they frequently serve as inspiration for new additions to our standard collections.
Could you walk us through the journey of creating one of Max Chocolatier’s iconic chocolate products, from concept to the finished product?
Max Chocolatier is renowned for its meticulously crafted truffles and pralines, which are as labour-intensive as they are beloved. The journey from start to finish spans four days, showcasing our commitment to freshness and quality.
An amusing anecdote often arises when new corporate clients request large orders to be delivered within 48 hours – a request we must regrettably decline. Our dedication to freshness means that each product is made to order, requiring a minimum of four days to ensure peak quality. With no inventory and no preservatives, our truffles are at their best for only 3-4 weeks, and we prioritise offering products at their absolute finest.
The creation of a truffle typically begins with meticulously crafting its interior components, layer by layer, starting with the base. Whether it’s chocolate ganaches, gianduja, or jellies, each layer is painstakingly prepared, set, and cooled before the next layer can be added. The interior is then delicately hand-cut into various shapes, often squares, and allowed to cool once more before being coated under a hot chocolate “waterfall” and air-cooled to room temperature.
Temperature control is paramount in chocolate production. Incorrect tempering can distort flavours or, worse, result in burnt or bitter chocolate. Maintaining the right temperature is also critical during the coating process – if the interior layers are too cold, the hot chocolate shell may crack, rendering the truffle unsuitable for sale. Conversely, if the interior is too hot, the hot chocolate coating may melt it, compromising the layers painstakingly created thus far.
Finally, once the final coating is applied, the truffles undergo a series of decorative touches. These may include hand-painted designs, hot chocolate stamps reminiscent of wax seals on old letters, or natural colouring powders to enhance their sheen and lustre. Some truffles are adorned with edible flowers or spices, adding both visual appeal and depth to the final creation.
To find out more about Max Chocolatier and shop its products, visit the website, Instagram profile or Facebook page.