Harry-Brot

Name

Harry-Brot

Legal name

HARRY-BROT GROUP SE & Co. KG

Website

https://harry-brot.de

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Harry-Brot is Germany's market leader for industrial bread and baked goods, supplying 13,000 retail shops and 10,000+ in-store bakeries daily through its proprietary Frischdienst delivery network of 39 distribution centers, with revenue exceeding €1 billion.

Ownership category

akta.pro rank

Product category

Industrial Bakery

NAICS

Commercial Bakeries (311812)

SIC

Bakery Products (2050)

akta.pro primary industry

Bread & Rolls Manufacturing (AFAKAAAA)

akta.pro secondary industries

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Industrial bakery production
• Bread manufacturing
• Fresh baked goods
• Retail bread supply
• Frozen bakery products

Headquarters

HQ city

Schenefeld

HQ country

Germany

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bread and Baked Goods Sales: Harry generates revenue through the direct sale of fresh bread, pre-baked goods, and frozen bakery products to retailers and through their Frischdienst delivery service. The company operates as Germany's market leader for bread and baked goods with sales revenue exceeding €1 billion.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Harry-Brot manufactures fresh bread, pre-baked products, and frozen baked goods on an industrial scale and delivers them daily to food retailers and in-store bakeries across Germany through its proprietary Frischdienst delivery service. Operating 11 production facilities and 39 distribution centers with over 5,300 employees, the company produces a multi-brand portfolio including Sammy's sandwich and toast, Anno »1688« heritage breads, Vital+ health breads, Körner Balance multi-grain products, Krüstchen rolls, Brioche burger buns, and frozen bakery items.

Product overview

Harry-Brot is Germany's market leader for bread and baked goods, operating 11 production facilities and 39 distribution centers with over 5,300 employees and sales revenue exceeding €1 billion. Founded in 1688, the company operates a multi-brand portfolio organized around distinct product lines: the Sammy's line (Super Sandwich, Dinkel Toast, Vollkorn Toast, Kerniges Sandwich, Butter Toast) for sandwich and toast products; the Anno 1688 heritage line (Klassisch, Rustikal, Dinkel Saaten, Korn & Kern, Sonnenkern, Vollkorn, Kleines Vollkorn, Steinofenbrot) for premium traditional breads; the Vital+ line (Vital+Vitamin, Vital+pur, Vital+Dinkel Vollkorn, Vital+fit) for health-conscious consumers; Körner Balance (Sandwich, Toast, Toastbrötchen) for multi-grain products; and specialty bakery items including burger buns (Brioche, XXL, Hamburger), Krüstchen rolls, Dinkel products, and regional specialties. The company operates the Harry Frischdienst delivery service supplying fresh bread to 13,000 stores and 10,000 in-store bakeries daily across Germany, with exports to Austria, Switzerland, Italy, Denmark, and France.

Differentiator

Problem solved

Functional benefit

Brands

• Sammy's: Sandwich and toast product sub-brand. Includes Sammy's Super Sandwich, Sammy's Dinkel Toast, Sammy's Butter Toast, Sammy's Vollkorn Toast, Sammy's Kerniges Sandwich, and related sandwich products. Sammy's is the market leader in the sandwich segment in Germany (Top Marke 2022 and 2025).
• Harry
• Popp & Harry
• TooGoodToGo partnership (Oft länger gut)

Products and services

• Sammy's Sandwich & Toast Line Flagship sandwich and toast bread line from Harry-Brot, including Sammy's Super Sandwich (Original, Vollkorn, Kerniges variants), Sammy's Dinkel Toast (100% spelt, now toasts), Sammy's Vollkorn Toast (90% whole grain), Sammy's Butter Toast, and Sammy's Kerniges Sandwich with pumpkin seeds and oat flakes. Sold through food retailers across Germany and serves as the leading brand in the German sandwich-toast category.
• anno »1688« Heritage Bread Line Premium traditional bread line paying tribute to the brand's 1688 heritage, including Klassisch (57% wheat mixed bread), Rustikal (sourdough with extra thick slices, Bestseller 2020), Dinkel Saaten (100% spelt with seeds), Korn & Kern (rye with sunflower kernels), Steinofenbrot (rye mixed, stone-oven baked with 30% rye), and Kleines Vollkorn (rye whole grain, natural sourdough). Sold through food retailers for the premium-bread segment.
• Vital+ Health Bread Line Health-focused bread line including Vital+Vitamin (24% carrots with sunflower kernels, fiber, and vitamins A and E for immune support), Vital+pur (oat whole grain with 26% oilseeds, baked without flour or wheat, awarded Bestseller 2021), and Vital+Dinkel Vollkorn (55% spelt whole grain). Sold through food retailers for health-conscious consumers seeking kernel-rich, vitamin-enriched, or high-fiber bread.
• Eiweissbrot (Protein Bread) High-protein bread with 20-30% protein content (versus ~5% in normal bread), made with wheat protein, soy protein, linseed, sunflower kernels, or sesame. Sold through food retailers for consumers seeking protein-enriched bread.
• Körner Balance Multi-grain Products Multi-grain product line including Körner Balance Sandwich (8% whole grain with linseed and sunflower kernels, mild taste, supplemented with wheat bran) and Körner Balance Toastbrötchen (multi-grain toast rolls with sunflower kernels and linseed, fiber source). Sold through food retailers for health-conscious consumers seeking kernel-rich multi-grain bread.
• Harry Krüstchen Rolls (Bake-at-Home) Rolls for home baking including Bauern Gold Krüstchen (wheat rolls with long dough fermentation for aromatic juicy character), Kartoffel Krüstchen (with potato flakes, bakes to a light-golden loose-moist texture), and Kernige Dinkel Krüstchen (spelt with 8% oilseeds, 100% spelt content with sunflower kernels and linseed for crunchy-nutty taste). Sold through food retailers for bake-at-home consumers.
• Brioche Burger Brötchen Lauge Premium burger buns baked with egg and butter for particularly soft texture and mild savory taste, with fine lye note and crispy topping. Sold through food retailers for premium-burger and breakfast applications.
• Airfryer Brot Bread specifically developed and formulated for preparation in air-frying appliances, available in a crunchy (kernig) variant, enabling quick and easy preparation. Sold through food retailers for the modern convenience-cooking segment.
• Pures Dinkel (Bio) Organic Spelt Bread Organic certified spelt whole grain bread made without flour and yeast, with spelt kernels, spelt flakes, and a valuable selection of seeds, delivering a nutty spelt aroma and high fiber content. Sold through food retailers for organic and natural-food consumers.
• Vollkorn Urtyp Hearty Rye Whole Grain Bread Hearty-aromatic rye whole grain bread baked with germ and bran layers of the full grain using natural sourdough, delivering particularly juicy texture and intense flavor. Sold through food retailers across Germany.
• Feiner Stuten and Regional Bakery Specialties Yeast fine pastry with mild, sweet taste and fine crumb (Feiner Stuten) plus regional specialties produced primarily at the Schneverdingen bakery for export, including Schweizer Weckli (Swiss ruch flour product awarded Produkt des Jahres 2021 Gold). Sold through food retailers across Northern Germany and exported to neighboring European markets.
• Pre-baked Products (Prebake Concept) Pre-baked bread and rolls supplied to retail in-store bakeries for finishing in convection ovens, enabling fresh-baked goods throughout the day. Serves over 10,000 in-store bakeries across Germany as part of the Harry Frischdienst delivery program.
• Frozen Bakery Products Frozen bread, rolls, and biscuits produced at Harry's dedicated frozen bakeries (Osterweddingen facility established 1999, Troisdorf facility 2005, Soltau dual facility 2008-2010) supplied to retailers and in-store bakeries for fresh-bake finishing. Frozen production capacity expanded with the 2024 commissioning of the Troisdorf self-service fresh bread plant expansion and the new Soltau bun plant.
• Harry Frischdienst Fresh Bread Delivery Service Proprietary direct delivery service operating approximately 1,000 planned delivery routes each morning, delivering fresh bread daily to 13,000 retail shops across Northern, Western, Eastern, Central, and Southern Germany, and supplying pre-baked products to over 10,000 in-store bakeries. Operated through 39 distribution centers across North, Central, West, North-East, East, and South sales areas. Service staff also manage in-store bakery sections, replacing products no longer fresh.

Quantifiable outcome

• Market leader in bread and baked goods in Germany (Nielsen Handelspanel 2025)
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• TooGoodToGocoreStrategic or Co-development Partner · 24 June 2022Harry-Brot partners with TooGoodToGo to combat food waste through the 'Oft länger gut' (Often Good Longer) campaign. Selected products bear the logo reminding consumers that bread past its best-before date is often still fresh and can be safely consumed.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Vandemoortele: Belgian bakery group with deep frozen bakery, par-baked bread, and patisserie operations across Europe. Highly comparable for Harry's frozen bakery division (Osterweddingen/Troisdorf) and its export trajectory.
• Bonback GmbH: German industrial bakery producing a broad range of fresh, pre-baked, and frozen bread and rolls for retailers and in-store bakeries across Germany. Closely comparable in scale, product mix, and B2B grocery delivery model.
• Délifrance SA: French industrial bakery and viennoiserie producer serving retail, in-store bakery, and foodservice with fresh and frozen products across Europe. Comparable industrial bakery and pre-bake/par-bake model.
• La Lorraine Bakery Group: Belgian-based industrial bakery group producing fresh and frozen bakery products for retail and foodservice across Europe. Comparable in product range, frozen-bakery focus, and multi-country distribution model.
• Lieken Brot- und Backwaren: One of Germany's largest industrial bread and baked goods manufacturers (former Kamps subsidiary), producing packaged and pre-baked bread for German retailers. Direct head-to-head competitor to Harry in the German packaged/in-store bakery category.
• Mestemacher GmbH: German specialty industrial bakery best known for whole-grain and Westphalian pumpernickel-style breads. Comparable as a branded industrial bakery serving German grocery retail with health-focused baked goods.

Broad incumbents

• Flowers Foods: US-listed packaged bread and bakery company (Nature's Own, Wonder). Comparable as a large branded packaged bakery serving grocery retail, though primarily North American rather than European in geographic footprint.
• Grupo Bimbo: World's largest bakery company with strong packaged bread presence across the Americas and Europe. A broad incumbent — comparable in product categories and B2B retail model, though much larger and more international.
• ARYZTA AG: Swiss-listed global bakery group producing frozen and fresh baked goods across Europe and North America. A larger, more diversified incumbent operating across similar categories but broader geographies.

Emerging players

• Lantmännen Unibake: Swedish-cooperative-owned industrial bakery with strong frozen and fresh bakery operations across Europe. Comparable industrial scale, frozen bakery focus, and foodservice + retail channel mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/harrybrot/?hl=de
• Xx.com/harrybrot
• Facebookfacebook.com/harrybrot

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 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 Harry-Brot