SCHO-KA-KOLA
The Caffeine Chocolate
WAKE UP WITH
SCHO-KA-KOLA
SCHO-KA-KOLA, renowned for its iconic round tin with a distinctive ray design, has been a cherished favorite for generations. Each tin features 16 indulgent wedges of
SCHO-KA-KOLA, available in two delectable varieties: rich dark chocolate and creamy milk chocolate. Both options share a unique formula enriched with natural caffeine from cocoa, cola nuts, and coffee, providing a mental boost that enhances energy and concentration.
What makes SCHO-KA-KOLA stand out is its use of cola nuts, which are sourced from the cola tree predominantly found in West and Central Africa. Cola nuts are known for containing significantly higher levels of caffeine compared to regular coffee, making SCHO-KA-KOLA a special choice for those seeking both a flavorful treat and an energy boost. Whether you prefer the deep notes of dark chocolate or the smooth sweetness of milk chocolate, SCHO-KA-KOLA delivers a unique combination of taste and stimulation.
ABOUT
SCHO-KA-KOLA
In Germany, the renowned chocolate snack infused with natural caffeine from cocoa, cola nuts, and coffee has been a beloved choice for decades. Originally celebrated in the early 20th century as "the chocolate for athletes," this product has a rich heritage. Today, the registered trademark and exclusive recipe are owned by Genuport Trade GmbH, based in Norderstedt, which continues to market this distinguished chocolate. Known for its high quality and unique status, this caffeine-containing chocolate in a classic tin remains a standout treat in Germany's confectionery market.
Portrait of company founder
Theodor Hildebrand
THE HISTORY OF SCHO-KA-KOLA
1930’s
The renowned SCHO-KA-KOLA brand was established by Hildebrand, Kakao- und Schokoladenfabrik GmbH in Berlin in 1935. Just a year later, the family-owned company seized the opportunity of the Olympic Games to introduce SCHO-KA-KOLA as the perfect chocolate for athletes and officially registered the brand name. At the time, it was considered a highly innovative product, setting the direction for the company's future.
1940’s
During World War II, the company faced significant challenges when its facilities were nearly destroyed in 1945, halting production. Determined to continue, the Hildebrand family, along with their employees, rebuilt the damaged buildings and resumed manufacturing. Once the Berlin Blockade was lifted in 1949 and cocoa imports were restored, SCHO-KA-KOLA returned to production. Shortly thereafter, SCHO-KA-KOLA began its international expansion, exporting to the USA, Canada, England, and Australia.
1950’s
The chocolate was reintroduced in a new form and packaging designed for vending machines at the ANUGA food and beverage trade fair in Berlin. At that time, it was shaped like coffee beans for convenient consumption, especially for drivers on the go.
SCHO-KA-KOLA quickly gained popularity as a unique chocolate product favored by long-distance drivers and intellectuals alike.
1960’s
In the early 1960’s, the product line was enhanced with two new SCHO-KA-KOLA varieties: milk chocolate in a blue tin and milk chocolate with nuts in a green tin. The brand also capitalized on its past successes by launching innovative and unconventional print advertising campaigns, targeting a younger audience.
1970’s
SCHO-KA-KOLA has become a staple in the market, with approximately 85% of Germans recognizing this iconic chocolate. The red tin has earned a legendary status as the "chocolate for drivers." While SCHO-KA-KOLA milk chocolate and SCHO-KA-KOLA milk chocolate with nuts are no longer in production, the focus has shifted exclusively to the dark chocolate variety.
1980’s
In the 1980’s, the emphasis was placed on the practical round tin, which was even offered in two special editions.
1990’s
In the early 1990’s, SCHO-KA-KOLA's advertising strategy was prominent, with campaigns featuring the caffeine-infused chocolate aired on radio and showcased in cinemas.
2000’s
In 2005, SCHO-KA-KOLA GmbH acquired all brand trademarks and recipes for SCHO-KA-KOLA. Since then, the chocolate has been produced at an IFS-certified facility. The recipe for this classic chocolate has only been adjusted to meet food regulatory standards. This period also saw significant expansion, with the introduction of trail mixes in 2010 and SCHO-KA-KOLA milk chocolate in tins in 2012. In 2014, the entire product range underwent a design refresh, updating the iconic SCHO-KA-KOLA ray design and cult logo for a more modern look.
Today
The SCHO-KA-KOLA brand continues to symbolize high quality, maintaining its reputation through its distinctive product design with the signature SCHO-KA-KOLA wedges. Today, this iconic chocolate is widely available in food markets and retains its renowned status as the "chocolate for drivers," prominently featured in petrol station shops. The beloved tin has earned admiration from a diverse range of people, including drivers, students, gamers, partygoers, shift workers, hikers, cyclists, night owls, and anyone seeking a touch of indulgence.
