100 Jahre Blasercafé / Bouillon

What did Blasercafé have to do with ox broth?

The entrepreneur Walter Blaser Senior made coffee his primary business model. Coffee is a raw material that has always had to be imported, as it does not grow on European soil, let alone Swiss soil. Soon Walter Junior and his mother Cécile understood that other imported products could also delight the delicate taste buds of Mr. and Mrs. Swiss. The assortment was already enriched in the forties with tea, cocoa and spices.

 

In the 1950s, the store on Effingerstrasse increasingly became a symbol of the modern neighborhood store. In addition to the exotic imported products of the time, a tried-and-tested canned classic became a bestseller: ox broth. For a long time, it was impossible to imagine the assortment without this nutritious ingredient for a warming soup.

Image: Blasercafé Bouillon from the product catalog of the 60s.

 

 

The company, then called "W. Blaser's Heirs," thus supplemented its main range of "coffee, tea, and cocoa" with articles for daily neighborhood needs during this time. Dairy products played an increasingly important role. This included Melomalta, the breakfast drink made from alpine milk, honey, malt, sugar and cocoa. In the sales brochure of the time, Melomalta was even advertised as an "always tasty drink, wonderfully accessible for the sick and the healthy.

Blasercafé has stood for outstanding coffee expertise since 1922. It is therefore not surprising that the company has returned to its original strengths in modern times. After all, "Blasercafé stimulates, but doesn't agitate," as an advertising slogan from the 1960s proves. The time in which Blasercafé shaped Bern's face and the spirit of the neighborhood on Effingerstrasse with products such as Ochsenbouillon nevertheless remains an important element of Blasercafé culture to this day. This is the model for the gastronomy concept "Rösterei Kaffee und Bar", with which Blasercafé has been actively reviving Bern's neighborhood charm since 2014.

Image: Shop and roastery at Effingerstrasse - model of today's "Rösterei Kaffee und Bar".

 

 

 
 

The "Rösterei Kaffee und Bar" locations:

Main location:
Güterbahnhof Bern - Güterstrasse 6

Location in the heart of Bern - Gurtengasse 6

Location at Bern main station - Partnership with Bäckerei Reinhard - Schanzenstrasse 1

www.roesterei.be

 

 

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