Südzucker Beet Sugar and Simmler Jam – How Shared Values Make an Impact on the Product

For many years, Simmler has been synonymous with high-quality jams and fruit spreads, where quality and taste take centre stage. Together with Simmler, we have developed a circular Leporello, which has been attached to the lids of the jam jars. This on-pack communication solution brings the origin and quality of the ingredients to life directly on the product. In this interview, we speak to Christoph Schaaf, Sales & Marketing Leader at Simmler, about the collaboration and how strategic partnerships help highlight brand values and strengthen sell-out in retail.

Südzucker: What are your responsibilities at Simmler – and how do collaborations support your work in marketing and sales?

Christoph Schaaf: I am responsible for marketing and sales at Simmler – my job is clear: to position our high-quality jams and savoury spreads in such a way that they win over consumers, positively influence purchasing decisions and create sustainable growth for the brand and retailers. We use collaborations like this in a targeted manner to drive tangible progress for both sides.

Südzucker: How important is origin to the identity of your brand and your products?

Christoph Schaaf: For us, regional origin is more than just a buzzword; it embodies the brand, trust and differentiation all at once. It gives our products character, makes them stand out on the shelf and ensures that customers choose them consciously. Regional origin not only makes us visible, but is also a key factor in our sales success.

Südzucker: How does on-pack communication help to convey shared values such as quality and origin directly at the point of sale – and how does this affect brand perception and sales?

Christoph Schaaf: When partners with a similar understanding of quality coordinate their communication, this provides guidance for consumers and clarity about the brand. This is precisely where our collaboration with Südzucker comes in. Together, we have developed on-pack communication that conveys origin, quality and shared values clearly and consistently – directly on the product where purchasing decisions are made.

Südzucker: Why do you think it is worthwhile to think beyond individual products when it comes to partnerships?

Christoph Schaaf: The collaboration allows us to tell the Simmler story consistently – across all channels. It shows that we work with partners like Südzucker who share our values – whilst also creating a foundation for all further communication initiatives.

Südzucker: What should other brands definitely bear in mind when entering into collaborations to achieve an impact in the market?

Christoph Schaaf: Collaborations are most effective when they are conceived and implemented jointly from the outset. On-pack communication is an underrated but highly effective tool – it conveys messages directly to the customer. And: Shared values such as quality, sustainability and origin form the basis for credible and successful partnerships.

Südzucker: Thank you very much for talking to us! To finish off, could you tell us your favourite flavour from the Simmler range?

Christoph Schaaf: Fine Fruit Raspberry (Feine Frucht Himbeere)