You might not know it, but Nicolas Thoenen is probably responsible for some of your most delicious moments.
That’s because Nicolas is the mastermind behind the Swiss Diversitas Group, importers of premium chocolate brands Valor, from Spain, and Italy’s Witors. He’s also cooked up a lot of kitchen envy, having recently started to focus on bringing innovative kitchen appliances to the country.
While this is set to become a growing niche for the business, Nicolas admits that chocolate is his first love. That’s not surprising, given that he grew up in Zurich. “When you’re Swiss, chocolate is very much a part of life,” he reflects. That makes sense, when you realise that the country has one of the highest rates of chocolate consumption in the world, with the average Swiss person tucking into around 8.8kg of chocolate per year. “It’s part of our heritage, our tradition – it’s there every Easter and Christmas,” Nicolas says, adding that one of his most entrenched childhood memories is winding down the window as his parents drove past the Lindt factory to breathe in the richly scented air. “The whole area smells of chocolate,” he reminisces.
Imagine his delight, then, when he found himself working at the company, first in its Dubai office before he was sent to Cape Town in 2011 to set up Lindt and Sprüngli South Africa (Pty) Ltd as Lindt’s youngest-ever founding CEO.
Nicolas’ time here was enough to convince him that he wanted to invest in the country, and so, after returning to Switzerland to establish Swiss Diversitas in 2018, he maintained an ongoing relationship with the retailers he had already met during his time helping South Africans hone their taste for fine chocolate.
His connection with the country, and his focus on introducing more premium brands, was so strong that when lockdown was announced, he caught the last plane out of Switzerland to settle in Cape Town. “It was a wonderful time,” he says. “People were so intent on what they were doing. We were able to really fast-track the business. I was able to achieve in three months what would usually take a year.”
One of those achievements includes ensuring Valor gained a foothold in the South African market. The brand stands out not only for its heritage (Valeriano Lopez Lloret started producing chocolate in 1881) but also because it is a bean-to-bar producer, controlling the entire chocolate-making process. It is also well known for its sugar-free range – a range that, Nicolas says proudly, is challenging people’s perceptions of sugar-free chocolate with its ‘no compromise-in-taste’ recipes.
He has a personal soft spot for the brand because it is in line with his own chocolate preferences. “I’m not a milk chocolate person – for me, chocolate has to be at least 50% cacao.” When chocolate has a cacao content this high, it pretty much qualifies as health food, full of minerals and antioxidants with very little sugar. That makes it the perfect snack, Nicolas says. “I don’t drink coffee, so I often have a chocolate in the late afternoon, especially if it’s been a long day – it’s a great pick-me-up. It’s a perfect dessert, too.” Most South Africans agree, he adds … Our countrymen have a rather sweet tooth.
That’s slowly changing, though, as Gen Z have made clear their preference for health foods. That’s why, even though premium chocolate is still seen as an indulgence – a treat to be savoured slowly – sugar-free, gluten-free and vegan snacks are increasingly taking up space on our pantry shelves.
Nicolas has noted the trend, and is moving to take advantage. Moving forward, Swiss Diversitas will be partnering with more health-conscious producers. The company’s latest venture, which sees it importing a brand of sugar-free biscuits from Spain, is a case in point. Once again, Nicolas will be working with a family-owned company steeped in heritage – which is exactly the kind of relationship he likes. “You know that a company like that thinks hard before handing over their business to you, so it means a lot. That’s the key to a long-lasting relationship.”
As an entrepreneur, that’s something he values – indeed, any business owner will agree that sustainable relationships are the building block of a small company. That’s especially important, because doing business in South Africa isn’t easy, especially for a foreigner. There’s a lot of bureaucracy to be navigated, for instance. “You need to be committed and driven, and you must have that Mzansi love.”
Lucky for us, Nicolas certainly has it – which means that we can look forward to even more tasty treats making their way to our shores from the world’s snack capitals.
Details: @tokit_africa, @valorchocolates_za, www.swissdiversitas.com
Nicolas’s easy peasy four ingredient no-churn chocolate ice cream
You’ll need:
- 500ml (2 cups) fresh cream
- 385g condensed milk
- 125ml (1/2 cup) cocoa powder, sifted
- 100g 70% Valor dark chocolate, finely grated or chopped into small pieces
To make:
In a large glass or metal mixing bowl beat the cream using an electric hand mixer till it has formed stiff peaks.
Pour in the condensed milk and mix on low speed for 2 minutes to incorporate into the cream.
Add the cocoa powder and mix on low speed for 2-3 minutes to mix through.
Add the finely grated or chopped chocolate and mix through the mixture using a large metal spoon. Don’t overmix.
Pour into a 2 litre container with a lid and freeze for atleast 6 hours or overnight.
Remove from the freezer 10 minutes before serving. Spoon into cones or serve in bowls and enjoy.
We’ve got a sweet surprise for one lucky reader!
Visit @get_it_joburg_north on Insta or Get It Joburg North Magazine on Facebook, find the Valor Valentine’s Day competition post, follow the prompts and you can win a hamper worth R1000.
Article by Lisa Witepski and photos by Debbie Yazbek.
