What Sander does

Sander is a German food manufacturer (Sander GmbH / Sander Gourmet GmbH) headquartered in Wiebelsheim, Germany, with a history of more than 50 years. The company produces convenience and fresh manufactured foods, offering a catalogue of approximately 2,500 SKUs covering savoury, sweet, fingerfood, coffee/breakfast, organic, and plant-based lines, with specialisations in seasonal and event-driven assortments (e.g., Pfifferlingsangebot, WM-Special).

The business operates a B2B go-to-market via a proprietary webshop (Shopware-based) that now supports German, English, and Polish, and serves roughly 5,000 gastronomy customers across the HoReCa channel. In 2025 the company introduced the Buffetkonfigurator and Speisekartenkonfigurator digital tools, embedding menu-engineering and buffet-planning workflow functionality directly into the ordering interface. The product range is underpinned by multiple food-safety and quality certifications (IFS, BIO DE-ÖKO-003, DGE-ZERT-KONFORM, Käfigfrei, Fresenius, TR-Siegel).

Sander makes money through B2B product sales to fragmented HoReCa buyers — restaurants, hotels, caterers, and (with the 2026 Kanteenie sub-brand) care and institutional caterers. Distribution is direct via the webshop with logistics and cold-chain capabilities implied by the fresh/convenience product mix. Partnerships with Planted (plant-based protein) and PayPal Plus (payments) extend both the product line and the checkout experience. The company is privately held as a GmbH and does not disclose revenue or funding.

Name

Sander

Legal name

Sander GmbH

Website

https://sander-gruppe.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sander is a German B2B food manufacturer and webshop-based distributor of roughly 2,500 convenience and fresh-made products, serving approximately 5,000 HoReCa customers across German-speaking markets and Poland, with certifications spanning IFS, organic, and allergen-compliance standards.

Ownership category

akta.pro rank

Product category

Convenience Food Manufacturing

NAICS

Bakeries and Tortilla Manufacturing (3118), Packaged Frozen Food Merchant Wholesalers (424420), Meat and Meat Product Merchant Wholesalers (424470), Frozen Specialty Food Manufacturing (311412)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Prepared Fresh Or Frozen Fish & Seafoods (2092), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Meat, Poultry & Seafood Packaging (MAP/Vacuum/Skin) (IMALAHAF)

akta.pro secondary industries

Temperature-Controlled Foodservice/Institutional Supply Wholesale (AFAIAHAK), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Convenience food manufacturing
• Frozen food production
• B2B gastronomy supply
• Patisserie desserts wholesale
• Catering food products

Headquarters

HQ city

Wiebelsheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product sales (food manufacturing): Direct B2B sales of fresh, frozen, and convenience food products (pâtisserie, snacks, mains, vegetables, sauces, fish, meat, pasta, BIO) to gastronomy customers via login-protected webshop. Carton-based unit pricing with various pack sizes (e.g., 30 x 140 g, 24 x 130 g).
2. Seasonal/special promotion sales: Time-limited seasonal assortments (WM-Special, Pfifferlingsangebot, Frühlingsangebot) that drive incremental order volume and customer engagement.
3. Marketing partnership revenue (data): Use of Facebook Pixel for conversion measurement and Google Analytics for site optimization; potential data-driven marketing revenue from customer relationship management.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sander is a German Frische-Manufaktur (fresh-product manufacturer) that produces and distributes approximately 2,500 convenience food products — including frozen and fresh items, pâtisseries, BIO products, vegetarian/vegan lines, fish, meat, sauces, soups, pasta, and menu trays — to roughly 5,000 gastronomy, hotel, and catering customers via its proprietary B2B webshop (Sander Shop) supported by dedicated digital planning tools.

Product overview

Sander (Sander GmbH / Sander Gourmet GmbH) operates a B2B webshop at shop.sander-gruppe.com selling approximately 2,500 convenience and fresh-manufactured gastronomy products (soups, sauces, fish, meat, vegetables, pasta, pâtisserie, desserts, BIO lines) to over 5,000 professional customers with 50+ years of experience. The core offering is the Sander Shop webshop, structured as a platform-plus-categories architecture: master assortments (Produktsortiment) including À-la-carte-Produkte, Neuheiten, BIO, BIO & Sustainability, Gesundheitsgastronomie, Fisch- & Fleischgerichte, Vegetarisch & vegan, Saucen & Pestos, Pasta & Teigwaren, Kartoffeln/Reis/Co, Gemüse, Pâtisserie (with sub-categories Süßes im Glas & Porzellan, Kaffeepause & süßes Fingerfood, Tellerdesserts, Sorbet & Espuma, Lunchschnitten, Mousses im Spritzbeutel, Grützen & süße Sauce, Süßspeisen, Garnituren), Menüschalen, Frischfisch and Frischfleisch; plus two digital configurator modules — the Buffetkonfigurator and the Speisekartenkonfigurator — that let gastronomy customers visually compose buffet and menu-card concepts from the same product database. The related corporate brand "Sander Frische-Manufaktur" is exposed at sander-gourmet.com and serves as the production-side counterpart.

Differentiator

Problem solved

Functional benefit

Brands

• Sander Frische-Manufaktur: Fresh Manufactory brand promoted via the sander-gourmet.com domain, focused on freshly manufactured gastronomy food products.
• Sander Gourmet

Quantifiable outcome

• 5,000 customers served
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core payment processing partner, core marketing technology partner, data protection / compliance partner, marketing analytics partner, web analytics partner and co-branded vegan product partner.

• PayPal (PayPal Plus)core payment processing partnerTechnology or IntegrationPayPal (Europe) S.à r.l. et Cie, S.C.A., Luxembourg is integrated as the payment processor for the Sander webshop via "PayPal Plus". Supports PayPal, credit card, purchase on invoice, and direct debit. PayPal performs credit checks and scoring for selected payment methods. Sander transmits required personal data to PayPal for payment processing.
• Newsletter2Go (Newsletter2Go GmbH)core marketing technology partnerTechnology or IntegrationNewsletter2Go is the German, certified email service provider used to send Sander's newsletter. Contractually prohibited from selling or using recipient data for purposes other than sending newsletters; selected per GDPR and BDSG requirements. Newsletter uses double opt-in registration.
• CTM-COM GmbHdata protection / compliance partnerImplementation/ SI/ Consulting PartnerCTM-COM GmbH (contact: Mr. Mentges), Marienburgstraße 27, 64297 Darmstadt, serves as Sander's external data protection officer (Datenschutzbeauftragter), reachable at [email protected], +49 6154 57605-111.
• Facebook (Meta Platforms, Inc.)marketing analytics partnerTechnology or IntegrationFacebook Pixel is integrated into the Sander webshop to measure conversions and to enable Facebook's use of visitor data for retargeting / "Custom Audiences". Data is anonymous to Sander; Facebook is Privacy Shield certified.
• Google (Google Analytics)web analytics partnerTechnology or IntegrationGoogle Analytics is used for site statistics and optimization; users can opt out via a dedicated opt-out cookie.
• Planted (plant-based protein brand)co-branded vegan product partnerStrategic or Co-development PartnerSander offers "Made with Planted" vegan products in its assortment, e.g., "Veganes Gulasch — Made with Planted auf Sojabasis" (vegan goulash on soy basis) and "Vegane Gyrospfanne — Made with Planted auf Erbsenproteinbasis" (vegan gyros pan on pea protein basis), indicating a co-branding/ingredient partnership with the Planted plant-based protein brand.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dr. Oetker Professional: German B2B food manufacturer serving HoReCa with convenience, patisserie and à-la-carte ranges. Closest direct peer to Sander in geography, customer segment and product mix.
• Bonduelle Foodservice: Major B2B vegetable and convenience-food supplier for German HoReCa. Comparable assortment overlap in vegetables, BIO and vegan ranges and a similar webshop-driven B2B model.
• Frosta AG: German frozen-food manufacturer with a long-standing HoReCa business. Competes directly with Sander in frozen mains, vegetables and patisserie for gastronomy customers.
• Apetito AG: German deep-frozen meal specialist focused on care, health and community catering. Highly comparable to Sander's Gesundheitsgastronomie, Kanteenie range and DGE-certified positioning.
• Stockmeyer / Zur Mühlen Gruppe: German prepared-foods and meat-specialty manufacturer serving HoReCa. Competes in fish and meat main courses and convenience ranges overlapping Sander's offerings.
• Vandemoortele: European bakery, patisserie and convenience-food manufacturer. Directly comparable in patisserie, fingerfood and dessert ranges supplied to HoReCa across the DACH region.

Broad incumbents

• Nestlé Professional: Food-service arm of Nestlé serving German gastronomy, hotels and catering. Comparable customer base but a much broader multi-category portfolio and global scale advantage.
• Iglo GmbH: German frozen-food brand with a HoReCa range. Broader incumbent competing with Sander in frozen convenience foods, vegetables and patisserie categories.

Others

• Transgourmet: One of Germany's largest food-service wholesalers. Not a direct manufacturer peer, but a key channel for HoReCa customers and a structural reference for Sander's B2B positioning.

Emerging players

• Menü-Service Deutschland: German caterer and care-sector food-service provider with a growing health and care-gastronomy range. Comparable to Sander's care-sector and Kanteenie positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Sander