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Max Felchlin primarily sells wholesale to other confectioners, such as Sprüngli. The most prominent retail product is the Grand Cru line, introduced in 1999, which includes Maracaibo Clasificado 65%, named "world's best chocolate" at the Accademia Maestri Pasticceri Italiani in 2004.
Businessman Max Josef Felchlin opened a honey shop in Schwyz in 1908, and expanded to chocolate by the 1920s. In 1928, Felchlin relocated the business to a rural estate between Schwyz and Seewen, called Liebwylen, and continued to expand the product line to other confections and ingredients. During World War II, Felcher produced Sowiso, a milk powder.
Felchlin transferred control of the company to his son, Max Felchlin Jr., in 1962, and died in 1970, at the age of 87. In 1974, the company became an open corporation and established a new factory in Ibach.
In 1991, Felchlin, Jr. arranged for an association of local Schwyz residents to take majority ownership of the company after his death. The association named Christian Aschwanden as CEO. The company moved to a new factory in Ibach in 2000. By 2006, the company produced 2500 tons per year.
- Rosenblum, Mort (17 October 2006). Chocolate: A Bittersweet Saga of Dark and Light. Farrar, Straus and Giroux. pp. 232–238. ISBN 978-0-86547-730-8.
- "History". Felchlin Switzerland. Max Felchlin AG. Retrieved 2015-10-28.
- Culinary Trends. Culinary Publications. 7–8: 80. 1996 https://books.google.com/books?id=UyItAQAAMAAJ. Missing or empty