HUG: ‘We see our strongest growth in foreign markets’

In an exclusive interview, Swiss biscuit manufacturer and baker HUG’s two co-CEOs outline the challenges of expanding internationally, which include navigating Switzerland’s powerful agricultural lobby. HUG, a food company known, among others, for its traditional Zwieback rusks, has been in the hands of the same founding family for around 150 years. This hasn’t stopped the two women at the helm of the company from embracing new technologies including the use of artificial intelligence (AI) in advertising campaigns and acquiring new companies.