Loacker celebrates 100 years of pure goodness
THIS year marks a momentous occasion for Loacker as the brand celebrates 100 years of wafer-making excellence. It all began in 1925 when Alfons Loacker crafted the very first Bolzano wafer high in the Italian Alps, setting in motion what would become a new standard in wafer confectionery.
What started as a modest pastry workshop at 1,000 metres above sea level has since evolved into a globally recognised name, known for its commitment to purity, quality, and authentic Alpine craftsmanship.
Speaking on the occasion, Loacker Italy, APAC Business Director, Juan Pablo Carriquiry, expressed deep appreciation for the loyalty and trust of Malaysian consumers, who have embraced the brand as part of their everyday moments.
'This beautiful country has embraced our wafers not just as snacks, but as part of everyday joyful moments shared among families and friends.
'Malaysia reflects the very values we hold dear, family, quality, and authenticity.
'As we look ahead to the next century, we remain committed to delivering natural goodness crafted with care, and to strengthening the bonds that connect our Alpine roots to hearts around the world,' he said.
Since its founding, Loacker has stayed true to its principles, producing wafers and chocolate specialities using 100 per cent natural ingredients, without any added flavourings, colourings, preservatives, or hydrogenated fats. Loacker Malaysia introduced a nationwide centennial campaign themed 'Celebrating a Century of Pure Goodness' with a series of strategic activations to reinforce its position as the premium wafer brand in the country.
Every bite is made using only the finest components: Italian hazelnuts from its own orchards, non-GMO Alpine milk from South Tyrol, Bourbon vanilla from Madagascar, and ethically sourced cocoa from Ecuador and Côte d'Ivoire.
As Loacker embarks on its second century, it continues to blend tradition with innovation, delivering joyful moments through products that remain as honest and wholesome as they were a hundred years ago.
Celebrating the Malaysian way
Loacker's centenary celebrations will take centre stage with an immersive on-ground experience at 1 Utama Shopping Centre, running from July, 1 to 6 2025. The event promises a lively mix of interactive activities, exclusive product offerings, and attractive giveaways, all designed to bring the brand's 100-year legacy to life.
Visitors can look forward to engaging stations such as WePostWeCare, where personalised postcards can be sent across the globe free of charge, as well as family-friendly games like Memory Flip, Interactive Hopscotch, and a Puzzle Challenge created especially for children. The event promises a lively mix of interactive activities, exclusive product offerings, and attractive giveaways, all designed to bring the brand's 100-year legacy to life.
A charming 2D Dolomites-themed photo backdrop invites guests to capture memorable moments, while fans of the brand can explore a selection of limited-edition products available only at the event, including the Napolitaner Crispy Spread, Loackini chocolates, and Quadratini Matcha.
Shoppers will also enjoy enticing redemptions: Loacker premium socks with a minimum spend of RM18, and a limited-edition cabin luggage for purchases of RM200 or more. The fun continues with lucky draws at the Gashapon & Handwind Chamber, where prizes such as pillows, tumblers, and puzzles await.
Adding a delicious twist, HWC Coffee joins the celebration with a special collaboration, offering free handcrafted coffee with every purchase above RM80. Hichizarai and Michiyo Ho during a chit chat session at the Loacker 100 Years Celebration of Pure Goodness media event
Through influencer engagement and surprise pop-up activations, the campaign further strengthens Loacker's relationship with Malaysian consumers, celebrating a century of pure goodness with the same joy and warmth found in every bite of its beloved wafers.
Sustainable indulgence, now and always
Loacker's centenary is not just a reflection of the past, it is a reaffirmation of its future. Loacker's centenary celebrations will take centre stage with an immersive on-ground experience at 1 Utama Shopping Centre, running from July, 1 to 6 2025.
The brand continues to invest in sustainable farming, recyclable packaging, and ethical sourcing, ensuring that its commitment to 'pure goodness' remains a responsible choice for generations to come.
GBA Corporation Sdn. Bhd deputy general manager, Melissa Tan noted that the centennial is both a celebration and a promise.
'Through this campaign, we hope to bring joy and quality indulgence to Malaysian families, while remaining true to our roots in the Italian Alps,' she added.
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