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Our history
Chocolate Amatller was founded in 1797 in the Born, in the heart of Barcelona, by Gabriel Amatller and is today one of the oldest active chocolate brands in Europe. Our brand has preserved its heritage through the generations and has reflected its modernist origins in its wide range of products.
Gabriel Amatller starts making chocolate
In the heart of Barcelona, sheltered by the towers of Santa María del Mar, Gabriel Amatller opens a shop to start his commercial activity in the city of Barcelona. The Borne and Ribera neighborhoods begin to enjoy the first ounces of chocolate. In his small workshop, and thanks to the incorporation of a mill, he begins to expand the points of sale until he reaches different places in Catalonia. Antoni and Domingo Amatller, sons of Gabriel Amatller, join the business and expand their activity of importing and marketing colonial fruits, thus ensuring the supply of cocoa, coffee, sugar, and vanilla for the manufacture of their chocolate.
It is almost a century later, in 1836, that Antoni Amatller i Costa, grandson of the founder of Chocolate Amatller, takes over the reins of the company. A visionary and an entrepreneur, he takes a trip through Europe to visit the most renowned chocolate factories and subsequently builds the first factory in St. Martí de Provençals, today part of the Poblenou neighbourhood, equipping himself with the most innovative machinery of the time and thus beginning the path towards leadership in Spain at the end of the 19th century.
A connoisseur of art and the artistic trends of the time, and thanks to his commercial vision and restless spirit, Antoni Amatller begins to advertise Chocolate Amatller on posters and trading cards designed by artists such as Alphonse Mucha, Apel·les Mestres, and Alexandre de Riquer, which contributes to the brand's reputation nationwide.
With the arrival of the fourth generation to manage the company, Teresa Amatller creates the new Luna chocolate brand. The launch of this is an unprecedented success thanks to the poster contest held where 600 creatives are presented. This is in the year 1914.
A connoisseur of art and the artistic trends of the time, and thanks to his commercial vision and restless spirit, Antoni Amatller begins to advertise Chocolate Amatller on posters and trading cards designed by artists such as Alphonse Mucha, Apel·les Mestres, and Alexandre de Riquer, which contributes to the brand's reputation nationwide.
With the arrival of the fourth generation to manage the company, Teresa Amatller creates the new Luna chocolate brand. The launch of this is an unprecedented success thanks to the poster contest held where 600 creatives are presented. This is in the year 1914.
Production from cocoa from around the world
1915. The Amatller factory produces 11,000kg of chocolate a day with cocoa from Venezuela, Cuba, Ecuador, Equatorial Guinea, and Ceylon. 150 people work here, divided into different sections and taking charge of the elaboration process.
It is during the First World War that the chocolate industry in Spain enjoys a certain development, but at the end of the War, the rising cost of raw materials complicates the situation. Teresa Amatller assumes full management of the company Chocolates Amatller S.A., leading its growth and expanding the factory in Barcelona and, in 1924, inaugurating the new Amatller factory in Banyoles, Girona.
In the 1930s, innovation in the communication strategy, with the use of advertising photography, gives the brand a new image of modernity that evolved with the launch of one of the most memorable slogans of the 1950s: “Today as yesterday, Chocolate Amatller”.
It is during the First World War that the chocolate industry in Spain enjoys a certain development, but at the end of the War, the rising cost of raw materials complicates the situation. Teresa Amatller assumes full management of the company Chocolates Amatller S.A., leading its growth and expanding the factory in Barcelona and, in 1924, inaugurating the new Amatller factory in Banyoles, Girona.
In the 1930s, innovation in the communication strategy, with the use of advertising photography, gives the brand a new image of modernity that evolved with the launch of one of the most memorable slogans of the 1950s: “Today as yesterday, Chocolate Amatller”.
The continuation for Chocolate Amatller bears the surname Coll.
Teresa Amatller died in 1960 without heirs and, 12 years later, in 1972, Xavier Coll, businessman and master chocolatier, acquired Chocolate Amatller and it became part of the portfolio of Chocolates Simón Coll S.A.
It is from then on that Simón Coll preserves the brand and guarantees its continuity in the market, producing the entire range of products. In 2007, the chocolate industry is experiencing an evolution towards a more selective market and a more adult, more gourmet consumer. Chocolate Amatller is positioned in this segment thanks to its offer of flavours, textures and packaging, recovering the graphic history of the brand.
It is from then on that Simón Coll preserves the brand and guarantees its continuity in the market, producing the entire range of products. In 2007, the chocolate industry is experiencing an evolution towards a more selective market and a more adult, more gourmet consumer. Chocolate Amatller is positioned in this segment thanks to its offer of flavours, textures and packaging, recovering the graphic history of the brand.
Nowadays
In 2014, Casa Amatller, located at 41 Paseo de Gracia in Barcelona, opens its doors to the public. Work of the architect Puig i Cadafalch, this building, symbolising modernism and avant-garde, is today one of the icons of the city where you can taste the real Chocolate Amatller drinking chocolate served in the traditional mancerina.
In 2019, the expansion of the brand continues in Barcelona with a new point of sale. 100 metres from the La Pedrera building, Chocolate Amatller presents a store that collects all the references of the brand. An oasis for chocolate lovers.
In 2019, the expansion of the brand continues in Barcelona with a new point of sale. 100 metres from the La Pedrera building, Chocolate Amatller presents a store that collects all the references of the brand. An oasis for chocolate lovers.
