HUG Becomes the Main Sponsor of the Swiss Scout Movement
Starting in May 2026, the family-owned company HUG will serve as the official main sponsor of the Swiss Scout Movement—and will send treats from Wernli and DAR-VIDA directly to Scout camps.
HUG Swiss Scout Movement: Shared Values as the Foundation
Since early May 2026, HUG has been the official main sponsor of the Swiss Scout Movement (PBS), Switzerland’s largest youth movement with more than 51,000 members. According to the press release, the partnership between the Lucerne-based family-owned company HUG and the PBS is based on shared values such as community, solidarity, responsibility, sustainability, care for nature, and a spirit of helpfulness.
Anna Hug, Co-Managing Director of HUG AG, says: «Together, we promote values that bring people together—and empower young people to take responsibility for tomorrow.» Philippe Keller, Executive Director of the Swiss Scout Movement, adds: «With HUG, we are gaining a major sponsor whose commitment to social responsibility and sustainability aligns perfectly with the values of the Swiss Scout Movement.»
Camp kits featuring Wernli and DAR-VIDA for Scouts throughout Switzerland
A key element of the partnership is the so-called “camp packages”: Through the logistics partner hajk, the official supplier to the Swiss Scout Movement, packages containing products from the HUG bakery will be delivered directly to Scout camps. Specifically, these packages contain DAR-VIDA crackers and Wernli cookies—both established brands of the family-owned company HUG.
Long-Term Commitment to Children and Youth
According to their own statements, through this sponsorship, HUG and the Swiss Scout Movement are demonstrating their long-term commitment to children and young people in Switzerland. The PBS is organized into 22 cantonal associations and 530 local groups; the local units are led by volunteer leaders who have completed practical training.
HUG was founded in 1877 as a bakery in Lucerne and is now in its fifth generation of family ownership. The company employs 437 people at its locations in Malters and Willisau. In addition to the Wernli and DAR-VIDA brands, its portfolio includes the HUG and HUG Food Service brands, offering products ranging from rusks and Choco Petit Beurre to tartlets for the foodservice industry.
For more information about the HUG family and its brands, visit https://www.hug-familie.ch.
