Photo: Alia Adi brings a sprinkling of her Middle East heritage to her luxury macarons.

Macarons simply look too good to eat. But those who dare to bite into the satiny smooth, jewel-colored shell are justly rewarded with a toe-tingling burst of flavor as the velvety ganache filling caresses their palate. “We use only natural flavorings and keep the sugar content to a minimum so as not to overpower the taste”, explains Alia Adi, the founder of Maison Amarella which uses the finest ingredients and Swiss expertise to craft these elegant confections that “reflect the flavors of the world.” The start-up, which is based in the AgriCo Food Innovation Campus, prides itself on sourcing its products locally, wherever possible.

Adi’s passion for macarons began in the Middle East where she worked for many years. She noticed that people there were fascinated with these sweet treats. So, the marketing graduate and holder of a diploma in pastry decided to set up her own little macaron-making outfit. Before long, customers were snapping up these bitesize morsels of Swiss quality. “That was when I realized that my macaroons had real potential.” She left the Middle East and returned home to Fribourg, where she set up her company in 2020.

Natural and eco-friendly

Maison Amarella has been producing its macarons at its 160 m² facility in Saint-Aubin since July 2020. A few weeks later, the start-up opened its online store, offering customers in Switzerland a delectable choice of flavors, ranging from the traditional (‘Chocolate Love’) to the exotic (‘Sweet Desert’). “What sets our products apart is the use of typically Middle Eastern flavors like dates, rosewater and cardamon, as well as our uncompromising commitment to locally sourced, natural and environmentally friendly products.” Adi is also quick to point out that the company’s green credentials extend even to the presentation boxes ; developed in partnership with local company Novopac, they are both beautiful and recyclable.

As well as its online store, Maison Amarella has struck up partnerships with a high-end retailer and a hotel and catering supplier to sell its macarons in Switzerland. The Fribourg company also has been making inroads in Saudi Arabia thanks to a distribution deal with a local pastry chain. With as many as 2,500 macarons finely crafted every day, the AgriCo facility has already reached peak production capacity, according to Adi. This, coupled with growing interest from other Gulf states means that “We already are looking to expand our operations”, the clearly delighted start-up founder adds.