Swiss living abroad, wish to visit often, Souvenirs that remind you of your home. In addition to Lindt chocolate and Emmental cheese, this is a condiment often an inconspicuous, scattered, familiar to everyone who grew up here: the good old Aromat. On the Bush beckons on Sunny yellow background, the red Knorrli, thus reminding us of the excursion restaurants in the Childhood.

On their tables, the yellow cluster in the so – called “Menagen” cans later next to another classic, the liquid Maggi seasoning (overdue note to reader with German Background: in Switzerland, The correct pronunciation is “Matschi”, with “CH”, not with double G. had to be clarified in time. Thank you for that!).

A brilliant Chef and a brilliant action

But we digress – back to the true taste of home: the much-loved aroma, which gives the bread-and-butter, stews, soups, tomatoes, eggs with Mayo and actually, all that salt can tolerate, by means of a Golden Rieselns his own hearty whistle and thus a decisive competitive advantage. Because of the contemporary products of the competition – what is also always roll it as everything to Broth and liquid seasoning – dyeing all of the spice to food brown. Matschi just. In comparison, aromatic compound such as sun works out of the box.

Maybe, therefore, the Patriot is more forgiving, even that aroma is not a purely Swiss product, but half of it of German origin: The German food manufacturer Knorr, a family business originating in Heilbronn, distributes the condiment since 1953 in the Bush. At least a Swiss invented the formula for success. In 1945, at the age of almost 30 years, takes Walter Obrist in the Swiss production site in the get house of Thayngen a new job. He is anything other than a blank slate: he was Previously a chef at the then – and still today – famous hotel, an upscale restaurant and catering company, on the lake of Lucerne.

The Swiss love it rough

Knorr is due to the poached young Visionary huge sales to: Obrist has shorten a knack for cooking times suitable for industrial use and to take only the mass taste. Among other things, he invents the Parcel-tomato soup, but also the Knorr-noodle soup with chicken. And the aromatic compound.

in 1952, is made up today, secret recipe ready – to months-long trips to search for spices, regional taste preferences, and herbs. In yeast, pretty much unchanged since the 1950s, extract, wheat glutamate, vegetable fat, vegetables, spices, and salt. Further details there are not. Only in the fineness of the spice is different: The Swiss loves it rough, that the German prefer the finer Geriesel, the Golden mean grain size, however, is in France.

sprinkles, for mass success

After initially hesitant paragraph in the Form of soup cubes of Knorr, a brilliant advertising strategy, think of: in 1953, the food giant makes the Ticinese artist Hans Tomamichel, the figure of the Knorrli invent, launched the yellow litter box and distributed 30 000 Menagen at Swiss Restaurants. Within ten months, 80 percent of Swiss people know the brand of aroma that blends in the Rest of the best in the Zeitgeist of the 1950s; in the household of automated washing machines, electric cookers, vacuum cleaners promise of time savings. Since spice fits litter (even taste) shake, immediately prima to the concept.

Only a fly in the ointment reduces in recent times, the success story: One of the main ingredients, the flavor enhancer glutamate, is now vilified by nutrition-conscious people. All the signs of Modernity are rather on the Slow Food instead of industrially accelerated cooking.
Knorr, the Other is now Unilever, and thus even less in Switzerland are known, but rather a Dutch-British product is, however, to demand not to Pay for the sales thus suggesting that these are more likely to be on the decline. Instead, the company relies on Alternatives: glutamate has been replaced in a formulation by yeast flakes. On it for the next four generations is still fond of golden trickle.