Hitschler was founded in Cologne in 1929 and is still family-run — today in its fourth generation under Philip Hitschler-Becker, who has turned the traditional chewy-candy maker into one of the loudest young sweets brands in Germany.

From its home in Hürth near Cologne, Hitschler International ships its cult classics across Europe: the soft hitschies chewy candies, braided candy strings, brizzl UFOs wafer flyers and the Saure Drachenzungen that social media fell in love with.

"Nasch dein Ding" — snack your thing — is the brand promise: unapologetically colourful, loud and fun, with halal-certified recipes and a growing vegan range.