Aromat crisps: could Zweifel bring them back for good?

Do you remember those aperitifs where the bowl of Aromat crisps emptied before the conversation had properly begun? This time, the news is enough to excite fans: these limited-edition crisps could finally return to shop shelves for good. And what if this were only the beginning of a small revolution in the Swiss snack world?

Aromat crisps: how a community idea became a phenomenon

It began as nothing more than an idea shared on social media. A fan wish, almost a late-night joke. Then Zweifel agreed. The result was a limited run of Aromat crisps, launched in December.

You may already know what happened next. They were meant to be on sale for four months, yet every packet had gone within a single month. There were stock shortages, viral posts and photos of packets shared as though they were gold. For a brand, that is the dream scenario. For customers, it brought a little frustration: once you start to enjoy something, you do not want it to vanish so quickly.

Could they genuinely return to the shelves?

The question now is straightforward: will these crisps make a permanent comeback? Zweifel’s CEO, Christoph Zweifel, makes no secret of what is at stake. The brand is in talks with Unilever, which produces Aromat. Without an agreement on the seasoning, there can be no crisps.

Negotiations are ongoing. Nothing has been made official and nothing has been signed. Yet one statement is particularly encouraging: “The hope is there. We like to repeat what succeeds.” When an executive says that, it is not usually empty teasing. With genuine demand, a buzz that remains very much alive and a compelling brand story, the prospects are far from slim.

Why this flavour means so much to us

Aromat is more than a flavour. It is nostalgia in powdered form: the yellow tub on the kitchen table, Sunday boiled eggs, instant noodles and that automatic shake over a plate.

Turning this symbol into crisps is a clever move. It brings together two parts of everyday Swiss life: aperitifs and an iconic seasoning. Every bite brings back a memory: a meal at your grandparents’ home, a student party or a picnic by the lake. That emotional connection largely explains the spectacular success of this limited edition.

Zweifel: major successes and accepted flops

What makes Zweifel interesting is its willingness to take chances. Sometimes it works brilliantly; sometimes it does not work at all. The blue crisps made with “Bleue de Saint-Gall” in 2017 are a perfect example. It had a local concept, natural colouring and regional storytelling. On paper, it had everything. On shop shelves, consumers did not follow.

Even so, the brand keeps testing ideas. In 2025, the “Garlic Bread” flavour was a huge success. However, according to Christoph Zweifel, Aromat would probably have led the year had its limited edition not launched so late. The strategy is clear: try many options, accept the risks and retain what creates a real attachment.

Future flavours already exciting fans

Since the Aromat buzz began, social media has been overflowing with suggestions. The most frequently mentioned is a Maggi version. It would bring together another iconic brand and another possible collaboration between two Swiss names steeped in history. The idea alone is prompting a reaction.

That is not all. Internet users are also asking for raclette, fondue, strong cheese, Streu Mi, tomato, ketchup and pizza-flavoured crisps, as well as meat-based varieties. In short, they want comforting, warm, almost wintry flavours that evoke chalet evenings and noisy tables shared with friends.

The CEO repeats that he wants to meet customers’ wishes, but without compromising balance. The potato, spices and overall quality must all remain consistent. In other words, not every idea that creates a buzz will necessarily reach production, but some could appear on shelves sooner than expected.

A crisp brand that no longer makes “just” crisps

Zweifel is no longer limited to the classic crunchy packet. Today, the brand is also expanding into tortilla chips, nuts, snack mixes and even… wafers. In just two years, it has achieved more than 12% market share in this segment. That is far from insignificant.

And it is not stopping there. The company has already announced a new segment for next year: a field that is entirely new to it. It is not yet known whether it will be sweet, savoury, chilled or ready to eat. The objective, however, is clear: to become a broad player in aperitifs and snacking, rather than merely the Swiss crisp specialist.

Home aperitif: what to do if you can no longer find Aromat crisps

While waiting for their official return, you can turn your kitchen into a small experiment. It will never be the original product, of course, but it can be great fun for an aperitif with friends.

Here is a simple recipe inspired by that distinctive flavour.

Ingredients for a bowl of “mock Aromat crisps”

• 150 g thick plain crisps, such as kettle-cooked or rustic varieties
• 1 level teaspoon Aromat seasoning
• 1 pinch onion powder, around 1/4 teaspoon
• 1 pinch garlic powder, around 1/4 teaspoon
• 1 tablespoon neutral oil, such as sunflower or rapeseed oil

Method

• Tip the 150 g of crisps into a large bowl.
• Combine the Aromat, onion powder and garlic powder in a small bowl.
• Add the oil to the bowl of crisps. Gently toss with your hands or a large spoon, so that the crisps receive a light coating.
• Sprinkle over the seasoning mixture in several stages, tossing gently each time. Taste and adjust the seasoning to suit your preference.
• Leave for 5 to 10 minutes so the flavour can settle slightly. Serve immediately.

It is not a perfect copy. But if you need to satisfy a sudden craving while watching a match or a series, it does the job remarkably well.

So, is putting them back on shelves a good or bad idea?

From a commercial perspective, it all makes sense. A product that sells out faster than expected, gets people talking across the country and creates a genuine fan community deserves a permanent place in the range.

Emotionally, the case is even clearer. These crisps combine Swiss identity, nostalgia and shared moments. That is precisely what people want from an aperitif: something simple that still tells a story. If negotiations between Zweifel and Unilever succeed, we can expect to see those yellow and red packets on shelves again very soon. And perhaps, who knows, other surprising flavours may join them on the table.

For now, the ball is in their court. For you, the question remains: if these crisps return for good, will you stock up… or not?