Sarotti

Sarotti is a German chocolate brand with roots in Berlin and a history extending from nineteenth-century confectionery production into modern packaged chocolate. The business began in 1868, when Hugo Hoffmann opened a sweets company at Mohrenstraße 10 in Berlin. Industrial chocolate manufacture followed at premises on Mehringdamm, then known as Belle-Alliance-Straße, from 1881. The operation expanded during the early twentieth century before moving in 1913 to a purpose-built factory on Teilestraße in Berlin-Tempelhof. The brand became closely identified with the Sarotti-Moor, a blackamoor figure created in 1918 by artist Julius Gipkens. The character was commissioned around Sarotti’s fiftieth anniversary and was intended to help stimulate chocolate consumption after production had declined during the First World War. The original advertising figure wore an elaborate costume including a turban, bloomers, and pointed shoes. Three figures were initially created, but the visual identity was reduced to one principal character in 1922. Its imagery drew on the brand’s association with Mohrenstraße, although historians have also connected it to broader European traditions of depicting Black people in servile or exoticized roles. The mascot became highly recognizable in Germany and appeared on chocolate bars, blocks, and other packaging. Its popularity continued after the Second World War, but the imagery also became increasingly controversial. From the 1990s onward, critics and scholars subjected the figure to sustained scrutiny because of its stereotypical representation of Black people and its links to colonial-era visual culture. In 2004, Sarotti introduced a redesigned character called the “Magician of the Senses.” The replacement used golden skin and depicted a figure juggling golden stars rather than holding chocolate. Although intended to respond to criticism, the redesign retained a visual connection to the earlier mascot. Sarotti’s corporate history has included several changes in ownership. Nestlé became the majority shareholder in 1929. Nestlé later sold the brand to Stollwerck Chocolates in 1998. Stollwerck was acquired by Barry Callebaut in 2002, placing Sarotti within the wider Swiss-Belgian chocolate and cocoa group. The brand is principally associated with the German market rather than broad worldwide distribution. Its product identity centers on conventional chocolate confectionery, including bars, blocks, pralines, and seasonal formats, while its historical recognition rests especially on its packaging and advertising iconography.

Sarotti’s documented history begins in Berlin in 1868, when Hugo Hoffmann opened a sweets company at Mohrenstraße 10. The address later became important to the brand’s visual identity and to interpretations of its advertising. Industrial chocolate production was established on Mehringdamm in 1881, at a site then identified as Belle-Alliance-Straße 81. The premises expanded to additional numbers on the same thoroughfare in 1903 and 1906, reflecting the growth of the operation. In 1913, production moved to a new factory at Teilestraße 13–15 in Berlin-Tempelhof. Sarotti also operated industrial chocolate production in Hattersheim, Hesse. During the 1960s, the Hattersheim factory ranked among the largest businesses in Hattersheim and the Main-Taunus district, employing as many as 2,000 people. The site was closed in 1994 and was subsequently designated a historic monument by the state of Hesse. The factory’s closure marked the end of a major local manufacturing presence, although the Sarotti name continued as a consumer chocolate brand. In 1918, artist Julius Gipkens created the Sarotti-Moor for the company’s fiftieth anniversary. The figure was introduced at a time when chocolate production and consumption had been affected by the First World War, and the company sought a memorable image to support renewed demand. The original design showed a Black figure in brightly colored clothing, including a turban, bloomers, and pointed shoes. Three figures were initially used, but the brand consolidated the identity around one figure in 1922. Gipkens associated the design with Sarotti’s Berlin location on Mohrenstraße; historical analysis has also situated it within older European depictions of Black servants, enslaved people, and exoticized African figures. The mascot became a powerful and enduring part of Sarotti’s packaging and advertising. Its public history was complicated during the Nazi period. The Nazi regime viewed the figure’s exotic styling as insufficiently German, while also finding colonial associations useful. Some packaging displayed the mascot alongside a swastika. Chocolate was not widely consumed during the period, limiting the figure’s public visibility. After the Second World War, the mascot regained popularity. At some fairs, Afro-German children were reportedly employed to act as a “live Sarotti-Moor,” a practice that further illustrates how the figure operated as a racialized advertising device. The imagery faced increasing criticism from the 1990s onward. Critics argued that the figure reproduced racist stereotypes and colonial associations, while its defenders often treated it as a familiar and supposedly harmless piece of German brand heritage. In 2004, Sarotti introduced the “Magician of the Senses,” a revised mascot with golden skin that juggles golden stars rather than carrying chocolate. The change was a response to the controversy, but the new character remained visually reminiscent of the original. Sarotti’s ownership changed several times. Nestlé became the company’s majority shareholder in 1929 and sold the brand to Stollwerck Chocolates in 1998. Stollwerck was acquired by Barry Callebaut in 2002. Sarotti is therefore part of the Stollwerck and Barry Callebaut corporate history, while remaining primarily recognized as a German chocolate brand. Its enduring identity combines Berlin industrial heritage, packaged chocolate products, and a mascot whose historical significance is inseparable from continuing debates about race, colonial memory, and commercial representation.

• 2004

  A redesigned mascot is launched

  [1]Sarottien.wikipedia.org

  Sarotti introduced the golden-skinned “Magician of the Senses” as a successor to the controversial historic mascot.

• 2002

  Stollwerck joins Barry Callebaut

  [1]Sarottien.wikipedia.org

  Barry Callebaut acquired Stollwerck, indirectly adding Sarotti to its brand portfolio.

• 1998

  Sarotti is sold to Stollwerck

  [1]Sarottien.wikipedia.org

  Nestlé sold Sarotti to Stollwerck Chocolates.

• 1994

  Hattersheim factory closes

  [1]Sarottien.wikipedia.org

  The Hattersheim production site closed and was later recognized as a historic site by Hesse.

• 1929

  Nestlé becomes majority shareholder

  [1]Sarottien.wikipedia.org

  Nestlé acquired a majority holding in the company.

• 1922

  The mascot is consolidated into one figure

  [1]Sarottien.wikipedia.org

  After three figures had initially been created, the brand reduced the visual identity to one principal Sarotti-Moor.

• 1918

  The Sarotti-Moor is created

  [1]Sarottien.wikipedia.org

  Julius Gipkens designed the advertising figure for Sarotti’s fiftieth anniversary and an effort to revive chocolate consumption after the First World War.

• 1913

  Production moves to Berlin-Tempelhof

  [1]Sarottien.wikipedia.org

  The factory moved to a new building on Teilestraße 13–15 in Berlin-Tempelhof.

• 1881

  Industrial chocolate production begins on Mehringdamm

  [1]Sarottien.wikipedia.org

  Sarotti began industrial chocolate production at premises on Mehringdamm, then known as Belle-Alliance-Straße.

• 1868

  Hugo Hoffmann opens a Berlin sweets company

  [1]Sarottien.wikipedia.org

  Hugo Hoffmann opened a sweets company at Mohrenstraße 10 in Berlin, establishing the business history later associated with Sarotti.

A traditional German chocolate brand emphasizing heritage, recognizable packaging, and accessible premium confectionery.

• Chocolate confectionery

  Sarotti chocolate bars and blocks

  Sarotti’s traditional packaged chocolate range includes bars and larger chocolate blocks. These products represent the core format through which the brand historically displayed its mascot and established recognition in the German market.

• Pralines

  Sarotti pralines and filled chocolates

  Pralines and filled chocolate assortments form part of Sarotti’s broader confectionery offering. They extend the brand beyond plain chocolate formats into gift-oriented and assortment-based products.

• Seasonal chocolate

  Sarotti seasonal confectionery

  Seasonal chocolate items are associated with Sarotti’s packaged confectionery business. Specific product names and launch dates are not established in the supplied reference material.

• 1990

  Criticism of the Sarotti-Moor mascot

  From the 1990s, the Sarotti-Moor became the subject of increased criticism because its costume, pose, and presentation were viewed as reproducing racist and colonial-era stereotypes of Black people.

  Source

Read more

• 2004Magician of the Senses redesign

  Germany

  Sarotti replaced the historic blackamoor mascot with a golden-skinned figure juggling golden stars, responding to criticism of the earlier representation.

  Outcome. The redesign changed the character’s appearance but retained a recognizable connection to the earlier Sarotti-Moor imagery.

  Source
• 1918Sarotti-Moor introduction

  Germany

  Julius Gipkens created the Sarotti-Moor as a memorable advertising symbol for the brand’s fiftieth anniversary and as part of an effort to encourage chocolate consumption after wartime disruption.

  Outcome. The figure became Sarotti’s best-known visual identity and remained associated with its packaging for decades.

  Source

• 2004

  Replacement of the historic mascotOther

  Background

  The Sarotti-Moor had faced increasing public criticism for its racialized and colonial associations, particularly since the 1990s.

  Action taken

  Sarotti launched the “Magician of the Senses,” featuring golden skin and golden stars instead of the earlier figure’s traditional presentation.

  Aftermath

  The new character addressed the most visible aspects of the old design but continued to evoke the established Sarotti mascot.

  Source

• 2002

  Acquisition of Stollwerck by Barry CallebautM&A

  Background

  Stollwerck owned Sarotti after Nestlé’s 1998 divestment.

  Action taken

  Barry Callebaut acquired Stollwerck, indirectly bringing Sarotti into the Barry Callebaut group.

  Aftermath

  Sarotti remained a German consumer brand within a larger international chocolate and cocoa company.

  Source

• 1998

  Sale from Nestlé to StollwerckM&A

  Background

  Nestlé had held a majority shareholding in Sarotti since 1929.

  Action taken

  Nestlé sold the Sarotti brand to Stollwerck Chocolates.

  Aftermath

  Sarotti moved from Nestlé ownership into the Stollwerck corporate portfolio.

  Source

1. 1Sarottien.wikipedia.org
2. 2Sarotti official websitesarotti.de