Cérélia Group

What Cérélia Group does

Cérélia Group is the European market leader in ready-to-bake doughs — tarts, pizzas, and Viennoiserie pastries — and also manufactures crêpes, pancakes, waffles, cookies, and flatbreads through 16 industrial production sites (12 in Europe, 4 in North America). The company replicates artisan bakery gestures — kneading, portioning, lamination, proofing, rolling, and partial cooking — at industrial scale, leveraging proprietary know-how such as Viennoiserie proofing packaging and the Pinsa 3-flour long-fermentation process. It operates a portfolio of 10 proprietary brands including Croustipate (since 1974), JAN, JusRol, BakeAway, English Bay Bakery, Knack und Back, De Bioderij, and Wewalka.

The business model is dual-track: (1) private-label and co-manufacturing contracts — described as the largest revenue stream — with major grocery retailers under retailer/distributor brands (MDD), adapted to local market tastes across 50+ countries; and (2) sales of its own branded products (Croustipate, JusRol, JAN, BakeAway, English Bay Bakery) via wholesale to retailers (Walmart, Kroger, Target, Albertsons in the US; European grocers) and to foodservice operators. Cérélia employs 3,600+ people globally and is privately held, with Ardian reported as majority shareholder since 2020 and a broad employee shareholding program (~70% of eligible employees participating). The company's growth has been acquisition-driven — most notably the 2022 acquisition of General Mills' European dough business (JusRol, Knack und Back) and three 2025 bolt-ons (Lipcas-Belgium, Marson Foods-USA, Humlum-Denmark) — and is reinforced by sustainability credentials (EcoVadis Bronze 2025, 100% RSPO-certified palm oil, NH3 cooling, 20% energy efficiency improvement vs 2022).

Name

Cérélia Group

Legal name

CERELIA

Website

https://cerelia.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Cérélia Group is the European market leader in ready-to-bake doughs (tarts, pizzas, Viennoiserie), operating 16 production sites across 8 countries. It manufactures under 10 proprietary brands (Croustipate, JusRol, JAN, BakeAway, English Bay Bakery) and via private-label contracts for retailers and foodservice operators across 50+ countries.

Ownership category

akta.pro rank

Product category

Industrial Bakery Manufacturing

NAICS

Bakeries and Tortilla Manufacturing (3118), Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI)

akta.pro secondary industries

Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Frozen Pizza & Flatbreads (CRADADAB), Cookies, Biscuits & Crackers (CRADABAD), Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)

Keywords

• Ready-to-bake dough
• Private label bakery
• Industrial bakery manufacturing
• Frozen chilled dough
• Foodservice bakery supplies

Headquarters

HQ city

Roubaix

HQ country

France

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Private label / Co-manufacturing: Cérélia manufactures products under retailer and distributor brands (MDD / private label), which represents a significant portion of its revenue. The company adapts products to each country's specificities and its customers' strategies, working with 500+ partners globally.
2. Own-brand product sales: Cérélia markets products under its own brands (Croustipate, JAN, JusRol, BakeAway, English Bay Bakery, and others) through retail channels and foodservice.
3. Foodservice: Products sold to foodservice operators including bakeries, restaurants, and catering companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cérélia Group produces and sells ready-to-bake chilled dough and related bakery products (tarts, pizzas, Viennese pastries, crêpes, pancakes, waffles, cookies, flatbreads) under its own brands and as private label / co-manufactured products for retailers, foodservice operators, and industrial partners across 50+ countries. Operations span 16 production sites in 8 countries, with revenue of €895 million in FY2024-2025.

Differentiator

Problem solved

Functional benefit

Brands

• Jus-Rol: Puff pastry brand acquired from General Mills in 2022, sold in US and European markets
• BakeAway
• JAN
• Croustipate
• English Bay Bakery
• Knack und Back
• De Bioderij
• Wewalka

Products and services

• Croustipate dough and Viennoiserie products Ready-to-bake dough and Viennoiserie products (tarts, pizzas, croissants, buns, pain au chocolat) sold under the Croustipate brand, featuring proprietary packaging that ensures perfect proofing during oven baking at home.
• JusRol puff pastry and pie crust products Puff pastry and pie crust products sold under the JusRol brand across the US market (Walmart, Kroger, Albertsons, Target) and Europe.
• BakeAway protein-enriched pancakes (BakeAway x Myprotein) Protein-enriched pancakes co-developed with Myprotein and sold via the BakeAway brand on the UK market, in plain and cocoa flavors.
• Pinsa by Croustipate Italian-inspired flatbread (pinsa) made from a 3-flour blend (wheat, soy, rice) with olive oil and long fermentation, giving a light, airy, thick and crispy texture with reduced gluten content, sold under the Croustipate brand.
• JAN poffertjes and pancake products Dutch mini pancake (poffertjes) and related pancake products sold under the JAN brand in the Netherlands and other markets.
• English Bay Bakery cookies Premium cookie products sold under the English Bay Bakery brand in North America, with no artificial colors.
• Knack und Back dough products German dough brand offering ready-to-bake dough products, acquired by Cérélia from General Mills in 2022.
• Wewalka dough products (USA) US-based dough brand offering ready-to-bake dough products, acquired by Cérélia in 2020.
• De Bioderij organic / bio products Organic and bio-oriented bakery products sold under the De Bioderij brand in the Netherlands and Belgium.
• Private label / MDD co-manufacturing Co-manufacturing of ready-to-bake dough and bakery products under retailer and distributor private label brands (MDD), adapted to each country's specificities and customer strategies, across 500+ partners globally.
• Foodservice bakery supply Bulk ready-to-bake and ready-to-finish bakery products supplied to foodservice operators including in-store bakeries, restaurants, hotels, and catering companies.

Quantifiable outcome

• Revenue grew from €492M (2020) to €895M (FY 2024-2025), reflecting consistent growth trajectory.
• +5 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• MyproteincoreGTM or Marketing Partner · 15 April 2025Cérélia (via its BakeAway subsidiary) partnered with Myprotein to co-develop and launch a range of protein-enriched pancakes on the UK market. Available in plain and cocoa flavors, the product has been a commercial success, winning The Grocer's 'Best sports nutrition launch in 2024' award. The partnership combines Cérélia's manufacturing expertise with Myprotein's sports nutrition distribution reach.
• General MillscoreStrategic or Co-development Partner · 25 November 2021Cérélia agreed to acquire General Mills' European dough businesses, including the JusRol and Knack und Back brands. The acquisition signified Cérélia's strategic expansion within the European baked goods market and added significant production capacity and brand portfolio.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Dr. Oetker: German family-owned food group with deep presence in pizza dough (Ristorante), baking mixes, and frozen baked goods. Direct competitor to Cérélia across European ready-to-bake doughs and private-label baking, with overlapping private-label and branded business models.
• Vandemoortele: Belgian-headquartered food group operating in bakery products (frozen dough, pastry, Viennese) and lipids. Closest geographic and product peer to Cérélia with a comparable private-label and foodservice model across Europe.
• Aryzta: Swiss-headquartered global bakery group focused on frozen baked goods and dough for retail and foodservice. Direct competitor in the European and North American private-label and branded dough/bakery space that Cérélia serves.
• Europastry: Spanish frozen dough and baked goods manufacturer with a strong private-label offering across Europe, the Americas, and other regions. Operates a similar ready-to-bake/frozen bakery model and competes directly for retailer private-label contracts.
• Rich Products Corporation: US-headquartered frozen foods manufacturer with significant dough, bakery, and foodservice operations. Direct peer in refrigerated and frozen doughs serving both retail private-label and foodservice channels.
• McCain Foods: Canadian-headquartered global leader in frozen prepared foods including frozen pizza and pizza dough. Direct competitor in frozen pizza dough category that Croustipate and other Cérélia brands address.

Broad incumbents

• Pillsbury (General Mills): General Mills' iconic US refrigerated dough brand and broader portfolio. Direct US shelf competitor to JusRol in refrigerated doughs, but operates as part of a diversified multinational CPG with much wider scope than Cérélia.
• Grupo Bimbo: World's largest bakery company with broad packaged bread, cookies, and snack cake portfolio across the Americas, Europe, and Asia. Competes with Cérélia in cookies (English Bay) and broader baked goods categories, but with much larger scope.
• Mondelez International: Global snacks and biscuits giant (Oreo, belVita, Toblerone) with biscuit and bakery adjacencies that overlap with Cérélia's cookie and snack-baking categories, particularly English Bay Bakery.

Regional players

• Flowers Foods: US-focused packaged bakery company (Nature's Own, Wonder, Dave's Killer Bread). Competes with Cérélia's US brands in branded baked goods but primarily serves US retail with a different product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cerelia

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries17 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cérélia Group