Griesson - de Beukelaer

What Griesson - de Beukelaer does

Griesson - de Beukelaer GmbH & Co. KG is a family-owned German manufacturer and marketer of sweet and savory biscuits, founded in 1924 with roots dating to 1850, headquartered in Polch (Rhineland-Palatinate) and operating three German production sites at Polch, Kahla (Thuringia), and Wurzen (Saxony), plus a Koblenz logistics center opened in 2004 and an Austrian general-partner office in Vienna. The company produces roughly 150,000 tons of biscuits annually across five core brands: Prinzen Rolle (Germany's top-selling sandwich biscuit with 24.5 million packs sold in 2025 and No. 1 in the sweet baked-goods market), GRIESSON soft cake® (~55% market share in the German chocolate fruit biscuit segment since 1977), De Beukelaer (waffles and desserts), LEICHT&CROSS (plant-based crispy bread), and Cereola (plant-based cookies featuring the proprietary cocoa-free ChoViva chocolate alternative made from fermented sunflower kernels). The portfolio also includes private-label manufacturing and direct-to-consumer factory outlets, the latter participating in the Too Good To Go food-waste platform.

The business model combines branded wholesale into retail chains across Germany, Europe, and North America (approximately 55% of revenue is international) with private-label manufacturing for the same retail partners and a small factory-outlet channel. Revenue was €723 million in FY2024 (up 5% year-on-year) and €783 million in FY2025 (up 8% year-on-year, ~$845M at prevailing rates), with growth driven primarily by raw-material-driven price increases and product mix changes on a slightly declining sales volume of 151,000 tons. Core technology centers on industrial biscuit manufacturing using advanced automation, heat recovery, photovoltaic and combined-heat-and-power installations, and SMETA-audited social standards across all three plants, supported by a comprehensive certification stack (BRC, IFS, ISO 50001, RSPO Segregation palm oil, Rainforest Alliance/Fairtrade cocoa, FSC paper, KAT eggs) and SBTi-validated climate targets under which Scope 1+2 emissions have been cut 44% versus a 2020 baseline.

Strategically, the company is pivoting toward becoming a 'plant-based' biscuit producer — 50% of production volume is now plant-based — while channeling over €100 million into a Wurzen site expansion (new production hall, automated high-bay warehouse, social/administrative buildings) scheduled through 2027 to scale GRIESSON soft cake® capacity. Recent launches include Prinzen Rolle Stories (2026), Waffel-Halme and Eis-Waffeln under De Beukelaer (2026), and a refreshed GRIESSON soft cake® brand identity (2025). Ownership remains with the Gries and de Beukelaer families (including managing partner Andreas Land and CEO Dany Schmidt), with no external private equity, no public listing, and no disclosed funding rounds — capital expenditure is funded organically.

Name

Griesson - de Beukelaer

Legal name

Griesson - de Beukelaer GmbH & Co. KG

Website

https://griesson-debeukelaer.de

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Short description

Family-owned German biscuit manufacturer producing roughly 150,000 tons annually across Prinzen Rolle, GRIESSON soft cake®, De Beukelaer, LEICHT&CROSS, and Cereola brands, serving retail chains in Germany, Europe, and North America with branded and private-label products.

Ownership category

akta.pro rank

Product category

Sweet Biscuits and Snacks Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)

akta.pro secondary industry

Pretzels & Salted Snacks (CRADABAI)

Keywords

• Sweet biscuit manufacturing
• Sandwich cookie production
• Waffle dessert products
• Plant-based snacks
• Private label biscuits

Headquarters

HQ city

Polch

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Biscuit and Snack Products: Sale of branded sweet biscuits, cookies, sandwich cookies, soft cakes, waffles, and snacks under owned brands (Griesson, De Beukelaer, Prinzen Rolle, LEICHT&CROSS, Cereola) through retail distribution. Revenue is generated through wholesale to retailers. Main driver of revenue growth includes price increases and product mix changes.
2. Private Label / Own-Label Manufacturing: Manufacture and sale of private label biscuit and snack products to retail chains alongside the branded business. Private label sales also developed positively alongside branded business.
3. Factory Outlets: Direct-to-consumer sales through De Beukelaer factory outlets, selling products near expiry date or with high breakage at reduced prices via the Too Good To Go platform, as well as regular outlet purchases.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Griesson - de Beukelaer manufactures and markets branded and private-label sweet biscuits, sandwich cookies, soft cakes, waffles, and snacks for retail distribution. Its portfolio includes the Prinzen Rolle sandwich biscuit, GRIESSON soft cake, De Beukelaer waffles and desserts, LEICHT&CROSS crispy bread, and Cereola plant-based cookies, sold through supermarkets, discounters, and drugstores across Germany, Europe, and North America.

Product overview

Griesson - de Beukelaer is a family-owned biscuit, cookie, and snack manufacturer offering a portfolio of branded products. The company's core brands include Griesson (featuring GRIESSON soft cake, the market leader in chocolate fruit biscuits with ~55% market share), De Beukelaer (featuring the Feinster Dessertgenuss waffle product line), Prinzen Rolle (Germany's top-selling sandwich cookie with over 24.5 million packs sold), LEICHT&CROSS (vegan crispy bread), and Cereola (plant-based cookies with cocoa-free ChoViva chocolate alternative). The company also operates in private label and factory outlet segments. Products range from sandwich biscuits and chocolate-covered fruit biscuits to waffle-based dessert products, crispy breads, and vegan cookies. In 2024, the company achieved 50% plant-based production volume as part of its strategic goal to become a 'plant-based' company.

Differentiator

Problem solved

Functional benefit

Brands

• De Beukelaer Feinster Dessertgenuss: Waffle products including Waffel-Halme and Eis-Waffeln for creative dessert moments
• Prinzen Rolle Stories

Products and services

• Prinzen Rolle Germany's top-selling sandwich biscuit brand, featuring crispy-tender cookies filled with chocolate cream and other flavors. Produced for 70 years and defended its No. 1 position in the German sweet baked-goods market in 2025 with over 24.5 million packs sold.
• GRIESSON soft cake Market-leading chocolate fruit biscuit brand in Germany with approximately 55% market share since 1977, featuring a trio of crisp chocolate, fruity filling, and soft biscuit in Orange, Cherry, Strawberry, and Orange Milk Chocolate varieties, plus annual limited editions such as Passion Fruit.
• De Beukelaer Feinster Dessertgenuss Waffle and dessert product line including Waffel-Becher (waffle cups), Waffel-Tüten (waffle bags), Waffel-Halme (edible waffle drinking straws), and Eis-Waffeln (ice waffles) in Bourbon vanilla, lemon, and ChoViva cream varieties, positioned for creative dessert enjoyment.
• LEICHT&CROSS Crispy bread and plant-based snack brand focused on vegan recipes, part of the company's Vital Snacking strategic growth field and the foundation for plant-based recipe development at the company.
• Cereola Cereal biscuit and cookie brand featuring ChoViva, the proprietary cocoa-free chocolate alternative made from fermented sunflower seeds, oats, and hazelnuts. Cereola Cookies won the SWEETIE Award 2026 in the Vegan category.
• Private Label / Own-Label Manufacturing Biscuit and snack contract manufacturing service for retail chains and own-label brands, developed alongside the branded product business, leveraging the same production sites, certifications, and supply chain.
• De Beukelaer Factory Outlets Direct-to-consumer factory outlets selling branded biscuits and snacks, including products near expiry date or with high breakage at reduced prices via the Too Good To Go food-waste platform and through regular outlet purchases.

Quantifiable outcome

• GRIESSON soft cake® holds ~55% market share in the chocolate fruit biscuit segment in Germany
• +5 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Roundtable on Sustainable Palm Oil (RSPO)coreStrategic or Co-development Partner · 1 January 2010Griesson - de Beukelaer has been an active member of the Roundtable on Sustainable Palm Oil (RSPO) since 2010. Through direct dialogue with other businesses, NGOs, associations, and the Federal Ministry of Food and Agriculture, the company works to develop and improve RSPO standards for sustainable palm oil. 100% of palm oils and palm kernel oils are sourced from RSPO-certified sustainable cultivation, with over 99% from the Segregation supply chain model enabling traceability to cultivation area.
• Rainforest AlliancecoreStrategic or Co-development PartnerPartnership for certified sustainable cocoa and hazelnut sourcing. 100% of cocoa products for branded goods are sourced from Rainforest Alliance certified farms, along with hazelnuts for branded products. Also certified for cocoa and hazelnuts used across all products (brands and private label).
• FairtradecoreStrategic or Co-development Partner100% of cocoa products for branded goods sourced from Fairtrade certified farms in addition to Rainforest Alliance. Fairtrade certificate held for Griesson - de Beukelaer's operations.
• Forum Nachhaltiger Kakao / German Initiative on Sustainable Cocoa (GISCO)minorStrategic or Co-development PartnerGriesson - de Beukelaer works with GISCO on projects which improve living conditions in cocoa-producing countries, alongside international organizations ensuring environmental protection, human rights, and fair compensation for cocoa farmers.
• Science Based Targets initiative (SBTi)coreStrategic or Co-development PartnerIn 2021, Griesson - de Beukelaer committed to the SBTi and validated its climate targets in 2023. Following exhaustive review, SBTi confirmed the targets as science-based and aligned with the Paris Climate Accords. The company is required to include all emissions (Scopes 1, 2, and 3) in its targets.
• UN Global Compact (UNGC)coreStrategic or Co-development PartnerGriesson - de Beukelaer is a signatory to the UN Global Compact and submits transparent annual progress reports on its sustainability commitments. Participant ID: 145413-Griesson-de-Beukelaer-GmbH-Co-KG.
• Compassion in World FarmingminorOthersInternational animal welfare organization. Griesson - de Beukelaer received the 'Golden Egg' award from Compassion in World Farming in recognition of its commitment to controlled and alternative forms of animal husbandry since 2007, using only eggs from KAT-certified laying farms with barn or free-range practices.
• Too Good To GominorOthersDe Beukelaer factory outlets are active on the Too Good To Go platform, enabling consumers to purchase food products close to expiry date or with high product breakage at significantly reduced prices, helping to reduce food waste.
• SMETA (Sedex Members Ethical Trade Audit)coreStrategic or Co-development PartnerGriesson - de Beukelaer's factories in Polch, Kahla, and Wurzen are audited according to the SMETA social standard. Regular factory tours by auditors check compliance with labour laws, health and safety standards, environmental standards, and business ethics.

Scale indicators12 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Bahlsen: Bahlsen is Germany's largest pure-play biscuit and cookie manufacturer (Leibniz, Pick Up, Rum Baba), headquartered in Hanover. Directly comparable as a family-owned German branded biscuit producer targeting similar retail channels, private label customers, and consumers across Europe.
• Lambertz Group: Lambertz is a German family-owned manufacturer of seasonal and year-round biscuits, cookies, and confectionery with strong European retail presence. Directly comparable in product mix (sweet biscuits, waffles, soft cakes), customer base (European retail), and family-owned private operating model.
• Brandt GmbH & Co. KG: Brandt is a German biscuit and snack producer (Hosta, Knabber Nüsse) operating across branded and private label. Directly comparable as a German-headquartered biscuit manufacturer with similar product categories and retail customer base.
• Zentis GmbH & Co. KG: Zentis is a German family-owned confectionery manufacturer specializing in fruit preserves, sweet spreads, and chocolate products. Comparable as a German heritage CPG manufacturer serving similar retail channels with branded sweet products, though more focused on spreads and confectionery.
• Continental Bakeries: Continental Bakeries is a European private label biscuit and cookie specialist serving major retail chains. Comparable as a private label biscuit manufacturer for retail chains, primarily competing for the same private label business Griesson - de Beukelaer serves alongside its branded portfolio.

Broad incumbents

• Pladis Global (Yıldız Holding): Pladis is the UK-headquartered biscuit and confectionery subsidiary of Yıldız Holding, owning McVitie's, Godiva, and other global biscuit brands. Comparable as a major global biscuit incumbent with similar product categories and retail customer base, though broader geographic and category reach.
• Mondelēz International: Mondelēz International is the world's largest pure-play biscuit and snack conglomerate (Oreo, BelVita, Milka, Toblerone). Comparable as a global biscuit incumbent with similar product categories, though vastly larger scale and broader geographic footprint.
• Ferrero Group: Ferrero is a global family-owned confectionery company (Nutella, Kinder, Ferrero Rocher) with significant biscuit and wafer operations. Comparable as a family-owned European confectionery incumbent with similar branded biscuit portfolio and premium positioning strategy.
• Nestlé SA: Nestlé is the world's largest food and beverage company with significant confectionery operations (KitKat, Smarties, After Eight). Comparable as a global confectionery incumbent with biscuit manufacturing capabilities and major retail customer relationships, though vastly more diversified.

Emerging players

• Niederegger GmbH: Niederegger is a German marzipan and confectionery specialist, family-owned. Comparable as a German heritage specialty confectionery manufacturer serving similar retail channels with premium sweet products, though more focused on marzipan than biscuits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Griesson - de Beukelaer