History of the family company
Master baker Joseph Hug-Meyer invented the Swiss zwieback in Lucerne as long ago as 1877. He cut the unsold bread into slices and toasted them overnight in the hot oven. The twice-baked bread became zwieback, zwieback means twice-baked. Joseph Hug-Meyer laid the foundation stone for the HUG success story with this invention.
Founding of the HUG bakery in Lucerne
On 1 August 1877, the 26 year old master baker Joseph Hug-Meyer took over the Zumbühl bakery on the "äussere Weggisgasse" in Lucerne on his own account for CHF 3,010.25.
It is said, that one morning in 1877 Joseph Hug-Meyer, by mistake put slices of bread instead of loaves in the baking oven. Thus – intentionally or unintentionally – he had laid the foundation for the HUG success story: the fine HUG zwieback was born.
HUG continually refined the zwieback and made a speciality out of it. Its sales were strongly promoted by the up and coming tourism in Lucerne around the turn of the century.
1980's HUG TV spots
1990's HUG TV spots
2000's HUG TV spots