1930s

The famous SCHO-KA-KOLA brand was created by the Hildebrand, Kakao- und Schokoladenfabrik GmbH Company in Berlin in 1935. The year after that, the traditional family-run enterprise saw the Olympic Games as the perfect occasion for launching

SCHO-KA-KOLA as a chocolate ideal for athletes, and registered the brand name as a trademark. It was considered a very modern product at the time; this period therefore decided the course the Hildebrand Company was to take.

1940s

During the Second World War, the company suffered a serious setback. Its premises were almost completely destroyed in 1945 – it was not possible to keep up production. Together with their employees, the Hildebrand family rebuilt what remained of the buildings and started to produce again. When the Berlin Blockade was finally lifted in 1949, cocoa imports became possible again, and

SCHO-KA-KOLA went back into production. Soon afterwards, SCHO-KA-KOLA was exported to the USA, Canada, England and Australia.

1950s

The chocolate was relaunched in a new shape and in a packaging size suitable for vending machines at the ANUGA general food and beverage trade fair in Berlin. In those days, the tasty energy booster came in the shape of coffee beans to make it easier to consume especially when at the wheel of a car.

SCHO-KA-KOLA became a special chocolate product that enjoyed particularly popularity amongst long distance drivers and intellectuals.

1960s

In the early 1960s, the product portfolio was expanded by two additional SCHO-KA-KOLA varieties, milk chocolate in a blue and milk chocolate with nut in a green tin. SCHO-KA-KOLA also picked up on its earlier successes through innovative and unconventional print advertising campaigns and aimed at a younger target group.

1970s

SCHO-KA-KOLA has become firmly established on the market. Around 85% of Germans are aware of the popular chocolate product. The red tin has built up a legendary reputation as the "chocolate for drivers". The production of SCHO-KA-KOLA milk chocolate and

SCHO-KA-KOLA milk chocolate with nut has been discontinued and it was focused on the dark chocolate tin.

1980s

In the 1980s it was focused on the practical, round tin, which even was available in two special editions.

1990s

In the early 1990s SCHO-KA-KOLA advertising played an important role. Campaigns for the caffeine containing chocolate were run on the radio and in cinemas.

2000's

In 2005, SCHO-KA-KOLA GmbH took over all

SCHO-KA-KOLA brand trademarks and its recipes. Ever since, SCHO-KA-KOLA has been produced at an IFS certified production plant. The only modifications to the traditional chocolate’s recipe since the launch of the brand have been for compliance with food regulatory requirements. It was a time characterised by a range of new additions to the product range. The trail mixes were introduced in 2010, followed by SCHO-KA-KOLA milk chocolate in tins in 2012. 2014 brought with it a design relaunch of the entire range, leaving the typical SCHO-KA-KOLA ray design and the cult logo looking even fresher.

TODAY

As in the past, the brand keeps standing for high quality. The current product design with the typical SCHO-KA-KOLA wedges can be found on the shelves of many food markets today. Its reputation as the “chocolate for drivers” also lives on for all to see in petrol station shops. The cult tin is well loved far and wide. Drivers, students, gamers, party animals, shift workers, hikers, cyclists, the heroes of the night and those in need of a little indulgence – everyone loves SCHO-KA-KOLA!