Gunz

What Gunz does

Gunz Warenhandels GmbH is a family-owned Austrian B2B wholesale food trade company founded circa 1985, headquartered in Mäder (Vorarlberg) with an additional warehouse facility in Magdeburg, Germany. The company distributes approximately 1,200 products across confectionery, snacks, beverages, pasta, seasonal articles, licensed merchandise, and roughly 200 Fairtrade-certified SKUs through a portfolio of more than 20 proprietary brands including Asia Gold, Bad Dog, Maître Truffout, Piacelli, Snackline, Stiratini, and the ohlala fair choc line. Gunz serves trading companies, supermarkets, restaurants, and resale businesses across Austria, Germany, and Belarus, with website availability in eight languages.

The core commercial platform is a multi-channel B2B ordering infrastructure combining a field-sales team, traditional telephone/fax/letter ordering, an SSL-encrypted e-commerce webshop at gunz.cc, and the proprietary Gunz B2B App for mobile ordering. Operations are supported by ISO 22000:2018 food safety certification (TÜV SÜD, most recently recertified April 2026), EU BIO 2018/848 organic certification at the Mäder site, and an annual Fairtrade volume of roughly 40 million logoed packages distributed worldwide.

The revenue model is straightforward B2B wholesale: net Euro pricing on an ex-works or ex-stock basis with separate dispatch charges and VAT applied per statutory requirements, billed per transaction (pay-as-you-go). Go-to-market is sales-led via field staff and trade-fair participation at PLMA Amsterdam, ISM Cologne, and Anuga Cologne, supplemented by digital channels (LinkedIn, Instagram, WhatsApp channel, newsletter, and product catalogues). Distribution is horizontal — supermarkets (enterprise), restaurants (mid-market), and resale businesses (SMB) — with no named anchor accounts disclosed.

Name

Gunz

Legal name

Gunz Warenhandels GmbH

Website

https://gunz.cc

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Gunz Warenhandels GmbH is a family-owned Austrian B2B wholesale food distributor offering approximately 1,200 SKUs across confectionery, snacks, beverages, and licensed products to supermarkets, restaurants, and resale businesses in Austria, Germany, and Belarus via webshop, B2B app, and field sales.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• Wholesale food distribution
• Confectionery and snacks
• B2B food trade
• Fairtrade food products
• Licensed brand merchandise

Headquarters

HQ city

Mader

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Food Product Sales: B2B wholesale distribution of approximately 1,200 food products including confectionery, beverages, snacks, pasta, seasonal articles, and licensed products. Sales exclusively to trading companies, supermarkets, restaurants, and resale businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Gunz Warenhandels GmbH is a B2B wholesale food trading company that distributes approximately 1,200 confectionery, snack, beverage, bakery, pasta, and licensed products to supermarkets, restaurants, and resale businesses across Europe. The company operates as a single source for food retailers, offering its own brands (Snackline, Piacelli, Bad Dog, Stiratini, Maître Truffout) alongside partner brands and roughly 200 Fairtrade-certified products, distributed via direct sales, a B2B webshop, and the Gunz mobile app.

Product overview

Gunz is a B2B wholesale food trading company operating as a single unified platform combining e-commerce webshop, mobile B2B App, and physical retail (Gunz Shop Mäder). The product portfolio spans approximately 1,200 products across confectionery, snacks, beverages, food products, seasonal articles, and licensed products, complemented by ~200 Fairtrade-certified items. Key own-brand products include Snackline lentil chips, Piacelli pasta/noodles, Bad Dog energy drinks, Stiratini grissini, and the ohlala fair choc Fairtrade chocolate line. The company also provides value-added services including placement recommendations for retail optimization and country assortment collections.

Differentiator

Problem solved

Functional benefit

Brands

• Asia Gold: Food brand offering various Asian-inspired products
• Bad Dog
• Don Fernando
• Feiny Biscuits
• Gina
• Ginetto
• Gunz
• Ivanka
• Maître Truffout
• Meister Moulin
• Mühlebach
• Only
• Papagena
• Piacelli
• Pâtisserie Mathéo
• Rothenberger
• Sir Charles
• Snackline
• Stiratini
• Wiko
• Woogie

Products and services

• Gunz B2B App Mobile application enabling business customers to browse products, place orders, and manage accounts on smartphones and tablets.
• Gunz Online Catalog and Webshop E-commerce platform enabling business partners to browse approximately 1,200 products, view pricing, and place orders online with SSL-encrypted transactions.
• Gunz Top Sellers Curated selection of best-selling products across categories including cakes, sweets, pasta, and chocolate for retail display.
• Placement Recommendations Service Expert guidance on optimal product placement and display strategies for impulse buying and retail shelf optimization.
• Country Assortments Curated product collections representing specific countries and regions for specialized retail offerings.
• Seasonal Articles Time-limited product collections for Easter and Christmas holidays including themed confectionery, gifts, and display items.
• Gunz Shop Mäder Company-owned retail outlet at the Mäder location offering products directly to visitors.
• Snackline Lentil Chips Brand of lentil chips available in Paprika and Sour Cream flavors, including organic variants.
• Piacelli Pasta and Noodles Italian-style pasta and noodle products under the Piacelli brand.
• Bad Dog Energy Drinks Energy drink brand available in multiple flavors including lemon, with various international market packaging.
• Stiratini Mini Grissini Italian breadstick products in mini variety format for retail display.
• Licensed Products Products featuring licensed intellectual property including Paw Patrol, Minion, Peppa Pig, Stitch, and NFL branded confectionery and novelty items.
• ohlala fair choc Fairtrade chocolate specialty developed in collaboration with designer Juli, sourced from Côte d'Ivoire with educational initiatives in partner communities.
• Fairtrade Product Range Approximately 200 Fairtrade-certified products distributed with the Fairtrade logo appearing on approximately 40 million packages annually worldwide.

Quantifiable outcome

• 40 million Fairtrade packages distributed annually

Named customers3 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

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• TÜV SüdcoreOthers · 16 April 2026Annual ISO 22000:2018 food safety certification. ISO certification according to international standards for food safety management.
• ÖBSV (Austrian Paralympic Sports Federation)minorGTM or Marketing Partner · 10 October 2025Official sponsor of Austrian Paralympic Sports Federation, making important contribution to promoting disabled sports in Austria while taking on social and societal responsibility.
• Fairtrade AustriacoreStrategic or Co-development PartnerPartnership with Fairtrade Austria for distribution of Fairtrade certified products. Approximately 200 Fairtrade products in range, with Fairtrade logo distributed on 40 million packages annually to consumers worldwide. First time many consumers come into contact with Fairtrade.
• NFLminorGTM or Marketing PartnerNFL x Gunz partnership mentioned on company website, indicating licensed merchandise relationship.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lekkerland: German-headquartered B2B convenience and food wholesaler serving retailers, petrol stations and foodservice with a broad branded assortment. Directly comparable to Gunz on customer mix (trade/resale), product breadth across snacks/beverages/confectionery, and pan-European distribution model.
• Transgourmet: European food-service and retail-wholesale specialist owned by Coop Group, supplying restaurants, hotels and independent retailers with broad assortments including confectionery and licensed SKUs. Comparable to Gunz in B2B food distribution to restaurants and smaller retailers across multiple countries.
• Handelshof: German B2B food and consumer-goods wholesaler with deep assortment of confectionery, snacks and beverages supplied to trade customers. Closely matches Gunz's traditional wholesale model, multi-category SKUs, and small/independent retail customer base.
• Selgros Cash & Carry: German cash-and-carry food wholesaler serving small retailers, restaurants and resellers with a broad branded assortment. Directly comparable to Gunz on customer segments (independent retail and HORECA) and SKU breadth across confectionery and beverages.
• Chefs Culinar: Germany-based food-service wholesaler distributing food, beverages and confectionery to restaurants, hotels and caterers. Comparable to Gunz on the food-service B2B customer segment and broad multi-category assortment strategy.

Regional players

• Wedl: Austrian family-owned food wholesaler and retailer with a broad assortment across confectionery, beverages and food products. Comparable as an Austrian-headquartered B2B food trade peer operating a similar multi-category, branded-assortment model.
• Pfeiffer Großhandel: Austrian regional B2B food and consumer-goods wholesaler supplying independent retailers, gastronomy and resellers. Comparable to Gunz on the Austrian regional footprint, B2B trade customer mix, and broad confectionery/snack/beverage assortment.

Broad incumbents

• Metro AG / Metro Cash & Carry: Global cash-and-carry and food-service wholesale group operating the Metro/MAKRO banner. Comparable as a much larger B2B food wholesaler serving the same supermarkets, restaurants and resellers with broad branded assortments, but at significantly greater scale and with own-brand programmes.
• SPAR Austria: Austrian grocery group with an integrated wholesale arm supplying SPAR retailers across confectionery, beverages and food. Comparable as a buyer/distributor of similar product categories in the Austrian market, though operating at much larger scale and as a hybrid retailer-wholesaler.
• REWE Group: German/Austrian retail and wholesale group operating supermarkets, B2B wholesale (Fegro/Handelshof integration) and foodservice distribution. Comparable on the B2B wholesale-to-retailer customer relationship and broad food assortment, but at substantially greater scale and as part of a diversified retail conglomerate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInde.linkedin.com/company/gunz-warenhandels-gmbh
• Instagraminstagram.com/gunz_warenhandels_gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Gunz