“Not pasta then?” Germans quipped earlier this month, on hearing that of all things, a toilet paper manufacturer had gone bust.
After all, while toilet paper was the second most sought-after supermarket item during the height of the pandemic, pasta was the first. Consumers were strictly rationed to just one or two packets of rolls to ensure that no one went without. But having boomed during the pandemic, the luxury brand Hakle from Düsseldorf – known for “bringing comfort since 1928” with its three-ply rolls – has bombed as a result of the energy crisis. It is the first large German consumer goods producer to collapse because of soaring energy and raw material costs, and there is much to suggest that it will be followed by many more.
