Martin Braun

What Martin Braun does

Martin Braun Backmittel und Essenzen KG is a German B2B manufacturer and supplier of professional baking ingredients, premixes, fillings, glazings, cream stabilizers, flavors, and decorative products. Founded in 1931 and headquartered in Hannover, the company serves over 16,000 professional customers across four primary verticals: traditional bakery and confectionery trade (Bäckerei- und Konditoreihandwerk), industrial baking companies (Backende Industrie), patisseries, and gastronomy. Distribution is conducted exclusively through trade channels — a direct field sales force of regional Fachberater, an owned B2B e-commerce platform at shop.martinbraun.de restricted to Gewerbetreibende, and direct shipment from the company's 30,000+ m² manufacturing and logistics complex at Tillystraße 17, Hannover. End-consumer sales are explicitly excluded from the go-to-market model.

The product portfolio spans nine functional categories (Feinbackmittel, Füllungen, Sahnestandmittel, Gelier- und Bindemittel, Glasuren, Keksspezialitäten, Aromen, Dekore, Zubehör) anchored by established sub-brands including Schokobella (chocolate-based fat fillings, RSPO-certified), Fruchti-Top (bake-stable and freeze-stable fruit fillings), Alaska-express (cream stabilizers), Capfruit (fruit purees), Kranfil's, and the recently launched Win-Win cocoa-free chocolate alternative built on grape-seed feedstock. Technical positioning emphasizes clean-label formulations (no artificial colors, hydrogenated fats, or emulsifiers), a complete vegan product line (Schlagcreme vegan, Rührmasse vegan, Kaltcreme vegan), halal-certified variants, and trend-driven flavor extensions including Matcha, Sakura, and Tiramisu pastes. Customer-facing technical support is delivered through a recipe database, the "Backforum" service platform, and downloadable product catalogs.

Revenue mechanics are conventional B2B specialty ingredients distribution: quote-based pricing, Net 30 payment terms with a 2% Skonto discount for settlement within 8 days, free freight above 100 EUR or 26 kg order thresholds (6.90 EUR fee otherwise), and a 20% first-order incentive for new trade accounts. Digital infrastructure is limited to standard marketing tooling — CleverReach for email, Google Analytics and Google Tag Manager for web analytics, Google AdWords for paid acquisition, and a Facebook fanpage. The company is a privately held German Kommanditgesellschaft (KG), a brand within the Martin Braun-Gruppe corporate group; leadership comprises CEO Dr. Detlev Krüger and management board members Franky De Grave, Reto Huber, and Christian Tomasch. The company is LkSG (Lieferkettensorgfaltspflichtengesetz) compliant. No external funding rounds, M&A transactions, or public ownership are evidenced in the available source material, and revenue is not disclosed.

Name

Martin Braun

Legal name

Martin Braun Backmittel und Essenzen KG

Website

https://martinbraun.de

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

251–500 employees

Short description

Martin Braun Backmittel und Essenzen KG is a German B2B manufacturer and supplier of professional baking ingredients, premixes, fillings, and decorations, serving over 16,000 bakeries, confectioneries, industrial bakers, and gastronomy operators across Germany.

Ownership category

akta.pro rank

Product category

Bakery Ingredients

NAICS

Bread and Bakery Product Manufacturing (31181), Sugar and Confectionery Product Manufacturing (3113)

SIC

Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Baking Ingredients & Mixes Wholesale (Flour, Sugar, Yeast, Improvers) (AFAIAFAD)

Keywords

• Baking ingredients
• Bakery premixes
• Confectionery supplies
• Cream stabilizers
• Fruit fillings

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bakery Ingredients Sales: Sale of baking premixes, fillings, toppings, creams, glazings, decorations, and specialty ingredients to professional bakeries, confectioneries, and the baking industry through direct sales and e-commerce channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Martin Braun manufactures and sells professional baking ingredients and premixes — including fine baking agents, fillings, whipped cream stabilizers, gelling/binding agents, glazes, cookie specialties, flavors, and decorations — to trade customers such as craft bakeries, confectioneries, industrial baking companies, patisseries, and gastronomy businesses. The company operates its own manufacturing and logistics center in Hannover and sells exclusively through a B2B e-commerce portal and field sales representatives, serving over 16,000 customers across the DACH region.

Product overview

Martin Braun is a German bakery ingredients company serving professional bakers, confectioners, and foodservice operators since 1933. The product portfolio centers on baking ingredients and pre-mixes organized into categories: Feinbackmittel (fine baking agents), Füllungen (fillings), Sahnestandmittel (cream stabilizers), Gelier- und Bindemittel (gelling/binding agents), Glasuren (glazes), Aromen (flavors), and Dekore (decorations). Key sub-brands include Schokobella (chocolate-based fat fillings), Win-Win (cocoa-free chocolate alternative), Fruchti-Top (fruit fillings), and Alaska-express (whipped cream stabilizers). The company also offers specialty products like vegan cream powders, American bakery mixes (Amerikaner Product of the Year 2025), and trend flavors including Matcha, Sakura, and Japanese-inspired offerings. Products target bakery/craft, confectionery, ice cream parlors, and foodservice sectors with options for vegan, clean label, palm oil-free, and halal-certified requirements.

Differentiator

Problem solved

Functional benefit

Brands

• Schokobella: Chocolate filling brand offering various flavors including Vollmilch, Weiß, Erdbeere, Pistazie, Coffee, and more. RSPO certified sustainable palm oil products.
• Win-Win
• Capfruit
• Alaska-express
• Fruchti-Top

Products and services

• Schokobella
• Win-Win
• Fruchti-Top
• Alaska-express
• Capfruit
• Schlagcreme vegan
• Amerikaner
• Amerikaner BASIC
• Velvet Cake
• Gourmetpaste Tiramisu
• Dessertpaste Matcha
• Dessertpaste Sakura
• Porridge-Mix

Quantifiable outcome

• Serves over 16,000 customers in the bakery, confectionery, and baking industry sectors

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• Martin Braun GruppecoreStrategic or Co-development PartnerMartin Braun is a brand within the Martin Braun Gruppe, a larger corporate group serving the bakery ingredients industry. The group provides shared services, recipe platforms, and centralized operations across multiple brands including Martin Braun, Siebrecht, and others.

Scale indicators3 records

Expansion highlights6 records

Broad incumbents

• Barry Callebaut: World's largest chocolate and cocoa manufacturer supplying industrial bakeries, confectioners, and foodservice operators. Overlaps with Martin Braun's chocolate-based fillings (Schokobella) and competes in cocoa-alternative / specialty ingredient space.
• Ingredion Incorporated: Global ingredient solutions provider of starches, sweeteners, and texture systems with significant presence in bakery and confectionery applications. Comparable as a B2B supplier of gelling/binding agents (Gelier- und Bindemittel) and specialty starches.
• Tate & Lyle: Global food and beverage ingredients supplier offering texturants, sweeteners, and clean-label solutions used in bakery and confectionery. Competes in adjacent ingredient categories serving similar B2B bakery customers.
• Cargill: Diversified global agribusiness with a sizable food ingredients business serving industrial bakery customers with cocoa, sweeteners, oils, and specialty starches. Competes indirectly in B2B ingredient supply to industrial bakeries.

Direct peers

• Lesaffre: Global leader in yeast and fermentation products with a growing bakery ingredients portfolio including improvers, mixes, and sourdough solutions. Comparable on bakery ingredients, B2B customer base, and technical sales approach.
• IREKS GmbH: IREKS is a direct German competitor in baking raw materials, malt products, and bakery ingredients, serving the same craft and industrial bakery customers with comparable premixes, flavors, and decorations. Highly comparable on geography, product range, and B2B customer profile.
• Puratos Group: Global bakery, patisserie, and chocolate ingredients manufacturer with a strong presence in DACH. Directly comparable to Martin Braun across fillings, glazings, premixes, and chocolate alternatives, including cocoa-free products.
• Dawn Foods: Global manufacturer of bakery ingredients including fillings, glazings, icings, mixes, and toppings serving bakeries and industrial customers. Direct product overlap with Martin Braun's Feinbackmittel, Füllungen, and Glasuren categories.
• Bakels (CSM Ingredients): Bakels is a global bakery ingredients specialist offering premixes, fillings, and decorations for craft and industrial bakeries, with strong DACH presence. Operates a comparable B2B sales-led model and overlapping product portfolio.
• Döhler GmbH: German-based global producer of natural ingredients, flavors, and fruit preparations for the bakery, dairy, and beverage industries. Comparable via fruit fillings (Capfruit overlap), flavors (Aromen), and colorings supplied to similar B2B bakery customers.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Martin Braun