Dynasties in North Rhine-Westphalia: Katjes - The Little Kitty with the Sweet Tooth
But what few recall today is that this traditional family business with its headquarters in Emmerich, Germany began not as a candy maker, but as a producer of chemical and pharmaceutical products based in nearby Holland. Until 1938, when Xaver Fassin took over the company from his half-brother Josef, the company was known as a manufacturer of such things as Easter egg dye, rat poison and fly paper, with only a sideline in food items: when demand for fly paper fell off in winter, the Fassins put their stock of sticky, sweet syrup to use in making cough drops and peppermints. Then one day Xaver returned from a trip to Sicily with a very special souvenir: a recipe for licorice. The chewy black confection was eventually added to the company's modest range of edible products.
After the Second World War, however, consumers began to crave exotic treats like never before and the production of licorice soon became the primary focus of the family business. In 1951, Xaver's son Klaus Fassin and three workers opened a production facility in Germany, operating under the name Katjes, or "little kittens".
Since then the development of Katjes Ltd. has been a story of success. The first fruit-flavored Yoghurt Gums were brought to market in 1972 and they remain a favorite with consumers today. The company is not only economically successful, however, but also distinguishes itself through its policy of social engagement: in its glass-walled factory in Potsdam, for example, where visitors can observe the production process from start to finish, all the workers are former unemployed persons over the age of 50.
The film documents the rise of Katjes from its modest beginnings to its current international standing, while at the same time exploring the unique characteristics of a family-run business and the special demands that are placed on the heirs to a dynasty. In addition, filmmaker Jörg Kobel addresses the relationship between Katjes and its largest competitor, the candy-making giant and market leader Haribo. Helped by attention-grabbing ad campaigns featuring celebrities such as Heidi Klum, Hape Kerkeling and Dana Schweiger, the "little kittens" manage to stay close on the giant's heels.
Director: Jörg Kobel
Photography: Saschko Frey
Sound: Tobias Linsel, Tim Pattberg
Editor: Oliver Held
Production Manager: Uwe Herpich, Monika Mack
Producer by: Birgit Schulz
Commissioning Editor: Adrian Lehnigk (WDR)
