Cailler's Slogans & Taglines

Cailler was founded in 1819 by François-Louis Cailler in Vevey, Switzerland, beginning as a grocery store before evolving into one of the country's first modern chocolate factories. The brand's pivotal moment arrived in 1875 when Cailler's son-in-law Daniel Peter invented milk chocolate using condensed milk, a technique still central to the Broc factory's production today. Now owned by Nestlé, Cailler crafts its chocolate exclusively with milk from cows grazing within thirty kilometres of Maison Cailler in the Gruyère region, yielding a signature creamy richness. The portfolio spans classic bars, praline boxes such as Ambassador and Fémina, and the iconic Branche—a branch-shaped hazelnut praline bar born in 1904. After nearly two centuries as a treasured Swiss secret, Cailler entered the global super-premium market in 2016, its slogan journey reflecting this evolution from the emotive "Pure chocolate. Pure emotion." and "Share the Passion" to the modern, joy-driven invitation "Unwrap your smile."