1893
How it Began
Our story begins with the siblings Willi Viebahn and Anna Reim, who in 1893 start a café named “Café Viebahn”, in Schmalkalden, Thuringia. The café manufactures its own confectionery.
1900
Viebahn Nougat – One of a Kind
“Café Viebahn” offers their nougat in block shape. At first, the treat is available in small amounts only. As demand for Viebahn’s nougat grows drastically, a change in production becomes necessary.
That is when a friend of Viebahn and Reim, a producer in cigars, informs the siblings about a new cigar-packaging-machine he had acquired.
Considering that such a machine might help with automatically packing nougat, Viebahn purchases a second-hand cigar-packaging machine. The idea turns out to be a success and the machine is hence used in Viebahn’s production, giving Viebahn nougat an unique shape and name: “Nougatstange”(nougat stick).
1920
The First “Nougatstange”
The newly acquired packaging machine serves its purpose: The nowadays well-known “Nougatstange” is born and produced in large amounts. Café Viebahn, later known as Viba sweets GmbH, enhances its product range continually, offering candy squares, chocolate dragées, fruit bars and marzipan. However, the “Nougatstange” remains the most popular and most distinctive product of the Thuringian producer of fine confectionary.
1935
Viebahn’s History at its Height
The company now counts more than 350 employees and experiences a massive increase in production. The company produces in three shifts now, manufacturing more than 500 different products, mainly consisting of or containing marzipan.
However, things change as World War II begins. Viebahn’s production decreases rapidly and comes to a temporary halt in 1943.
1950
New Beginnings
In the aftermath of World War II, the company is nationalised and renamed VEB (Publicly Owned Operation). Production is resumed and, once again, marzipan treats and “Nougatstangen” are rolling of the line.
1967
Developing a Fruity Treat
Together with experts in sports medicine and GDR national team coaches, Viba develops fruit bars, and thus further expands its product range.
The new fruity treats become popular among GDR athletes as well as hobby sportsmen.
1989
Back to the Roots
The Berlin Wall falls and with the end of the GDR, companies need to readjust. On this occasion, the company is regiven its original name - “Viebahn Süßwaren” (Viebahn sweets).
1992
The Beginning of Our Success Story
In 1992, the former business consultant Karl Heinz Einhäuser and head of production Holger Storch acquire the shares in business and now form the executive board. Together, they develop new, marketable products and name their new brand Viba. Within a few years, the company regains its pre-World War II popularity in Thuringia and Saxony and the sweet success story continues.
1996
From Viebahn to Viba
The company undergoes another change in name, transforming the name of the company’s founder Viebahn into Viba Süßwaren GmbH. In addition, the company moves its headquarters and production to Floh-Seligenthal, near Schmalkalden.
2000
Viba's Guinness World Record
Producing the world’s largest nougat bar – 3 meters in length and 750 kilogram heavy – Viba gains a Guinness World Record, in 2000.
This unique “Nougatstange” is revealed to an audience of over 5000 people, at the Schmalkalden city festival.
2002
Viba sweets: A Brand and Product Relaunch
The company alters its name and is from now on known as Viba sweets GmbH. The brand and products are relaunched and are given a new design.
For the original attire of its nougat range, Viba sweets wins the “OPPack Award”, an international award for package design.
The nougat and marzipan range is expanded and the fruit-whey bar created.
2003
Fine Selections
Viba now offers nougat and marzipan selections, packed in elegant gift boxes.
2004
The First Viba Shop Opens
In 2004, Viba sweets opens its first shop. In the following years, the number of shops in Thuringia, Saxony and Bavaria increases steadily. At the end of 2007, Viba counts 30 shops. Nowadays there are more than 40 Viba shops.
2005
The “Birchermüslie” Bar & Our 1st Time at the ANUGA Exhibition
Viba produces “Birchermüslie” cereal bars and expands its fruit bar range. The term “Birchermüslie” was coined by the Swiss doctor Maximilian Oskar Bircher-Benner and used to describe a healthy and very popular mix of oat, nuts or almonds and fruit.
For the first time, Viba is present at the export exhibition ANUGA in Cologne, Germany.
2006
Noir Nougat
Viba invests in new production technologies and is now able to create fine, multi-layered nougat pralines in different shapes and sizes. From now on, Viba pays special attention to offering elegantly packed gifts. A dark nougat bar – Noir Nougat- with a higher amount of cocoa and thus a richer cocoa flavour, is added to the nougat range. Furthermore, the company develops and offers organic nougat.
2007
More Viba Shops to Come
Viba expands and opens more Viba Shops all over Germany. Viba’s packaging undergoes a relaunch.
2008
Viba Turns 115
115 years of producing excellent confectionaries are reason to celebrate. More than 4000 people follow Viba’s invitation and spend a day at the Viba headquarters in Floh-Seligenthal.
The nougat range is expanded and now offers “Nougolade” – the perfect mixture of nougat and chocolate, available in three variations, in our Viba Shops.
2009
Crispy Nougat Wafers: Here Comes the “Nougatini”
Viba’s product range is reorganized and expanded. New fruit bars are developed. In cooperation with Gutena, Viba creates and produces a new treat – classic nougat between wafers – known as “Nougatini”.
In summer 2009, Viba’s “Nougolade” wins the IQ-innovation award central Germany, in the category ‘food’. “Nougolade” is now also available in supermarkets.
2010
Happy Birthday “Nougatstange”
Viba’s most well-known product has its 90th anniversary.
2012
Breaking Fresh Grounds: The Viba Nougat-Welt
In 2012, Viba opens its “Nougat-Welt” in Schmalkalden. From now on, Viba provides its customers with an elegant restaurant, Viba exhibition, an exclusive Viba shop as well as confectionary workshops, allowing them to create their own hand-made chocolates and pralines.
The “Nougat-Welt” building made of glass and shaped like a praline box. For its innovative idea, Viba earns the MuT award.
2013
The Story Continues
After the first “Nougat-Welt” established itself as a popular destination for people of all age, Viba opens another “Nougat-Welt” in Dresden, Saxony.
2014
Co-Branding
Together with a regional ice cream manufacturer, Viba creates nougat ice cream in four different varieties: royal nougat, classic nougat, crunchy nougat and noir nougat. In the same year, Viba cooperates with the company Münsterland and offers nougat milk.
2015
Expanding the Executive Board
Dr. Andreas Steffen joins Viba’s executive board and is now in charge of the marketing and sales department.
Before, Dr. Steffen has been working for well-known German food processing companies such as Alpenhain and H.J. Heinz GmbH, and thus possesses profound knowledge of all branches of sales, export and marketing.
2016
Viba & Heilemann
Viba sweets GmbH takes over business operations for the well-known German chocolate and confectionary company Confiserie Heilemann GmbH in Woringen. Viba now counts more than 450 employees.
2018
125th Anniversary
Viba sweets GmbH celebrates 125 years of success! A large folk festival was held at Viba-Nougat-Welt, the company’s seat and touristic attraction in Schmalkalden. More than 8,000 visitors from all over Germany attended, enjoying the entertainment program as well as culinary delicacies. The festival week reached its climax with a 1920s-style festive gala for employees as well as invited guests from media and confectionery industry, local politicians and artists.
In addition, Viba developed a new product range based on its most well-known product – hazelnut nougat – in glitter & gold.
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