Wojnar's

What Wojnar's does

Wojnar's (legal entity: WOJNAR'S WIENER LECKERBISSEN Delikatessenerzeugung GmbH) is a Viennese delicatessen food manufacturer founded in 1930 by Josef Wojnar and headquartered at Laxenburger Straße 250 in Vienna's 23rd district. The company produces Austrian-style spreads (notably the flagship Liptauer in mild and sharp variants), Tramezzini deli spreads, gourmet sandwich fillings, salads (egg, meat, fish, vegetable), pre-packaged sandwiches, and "Gabelbissen" snacks. Manufacturing is consolidated at a 9,200 m² facility operating 18 filling lines that produce approximately 44 tonnes of finished product daily across roughly 1,000 different recipes per week, with 2020 annual output of 16,600 tonnes. The product portfolio is structured around sub-brands including the core Wojnar's line, Green Heart (bio/vegan, established 2005), Pflaum's (acquired specialty spreads and premium deli), and Alles Bio.

The business operates a dual-channel go-to-market. The primary channel is branded retail distribution through major Central European grocery chains across Austria, Germany, Hungary, Slovenia, Croatia, and Slovakia (BILLA, SPAR, METRO, REWE Group, EDEKA, KAUFLAND, TESCO, PENNY, HIT, MERCATOR, and others), supplemented by wholesale/cash-and-carry through METRO and TRANSGOURMET, and direct B2B relationships with hotels, restaurants, and catering operators. A secondary direct-to-consumer channel operates through the company's own webshop. Quality and sustainability frameworks include IFS Food, BIO Austria Bio Garantie, MSC, ASC, RSPO, AMA-Gütesiegel, and Vegan certifications, valid through 2027-2028.

Since July 2021, 74% of the company has been owned by VIVATIS Holding AG, a Linz-based diversified food group, with the remaining 26% retained by the founding family; Wojnar's continues to operate independently under the VIVATIS umbrella. The group includes wholly-owned subsidiaries Wojnar Deutschland Vertriebs GmbH (German sales operations, Leutkirch im Allgäu), WOJNAR'S Beteiligungs GmbH (holding entity for brand portfolio), and Pflaum Feinkost GmbH. The Vienna facility employs approximately 560 staff processing annual raw material volumes of 1,850 tonnes rapeseed oil, 1,420 tonnes quark, 220 tonnes margarine, 160 tonnes herring, 115 tonnes butter, and 18 million eggs.

Name

Wojnar's

Legal name

WOJNAR'S WIENER LECKERBISSEN Delikatessenerzeugung GmbH

Website

https://wojnar.at

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

Wojnar's is a Viennese delicatessen manufacturer producing Austrian spreads (Liptauer), salads, sandwiches, and snacks for retail grocery, food service, and direct-to-consumer channels across Austria, Germany, and Central Europe from a single 9,200 m² Vienna facility.

Ownership category

akta.pro rank

Product category

Delicatessen Food Manufacturing

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole) (CRADACAG)

akta.pro secondary industries

Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

Keywords

• Delicatessen products
• Spreads manufacturing
• Prepared salads
• Convenience foods
• Sandwich production

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Food Products: Sale of branded deli products including spreads (Aufstriche), salads, sandwiches, snacks, and convenience foods through retail grocery stores and directly to consumers via online shop.
2. B2B / Food Service: Sale of products to food retail trade and gastronomy/hotel industry customers, including customized solutions for individual business customer requirements.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Wojnar's manufactures and distributes chilled delicatessen products including spreads (Aufstriche such as Liptauer, Brotaufstriche, and Tramezzini), prepared salads (Feinkostsalate and Fischsalate), sandwich snacks, and bite-sized appetizers (Gabelbissen). Products are sold under the main Wojnar's brand and three sub-brands: Green Heart for plant-based, Pflaum's for premium delicatessen, and Alles Bio for organic.

Product overview

Wojnar's ist ein österreichisches Familienunternehmen mit über 95 Jahren Tradition, das Feinkostprodukte herstellt. Das Produktportfolio umfasst vier Hauptkategorien: Aufstriche (Brotaufstriche und Tramezzini-Aufstriche), Salate (Feinkostsalate und Fischsalate), Snacks (Gabelbissen und Sandwiches) sowie Premium Sandwiches. Das Kernsortiment umfasst den legendären Liptauer (mild und scharf) sowie weitere klassische Aufstriche wie Heurigen-Aufstrich und Scharfer Aufstrich. Die Tramezzini-Linie bietet italienisch inspirierte Delikatessaufstriche mit verschiedenen Geschmacksrichtungen. Die Submarken Green Heart (Bio/vegane Produkte) und Pflaum's (Feinkost-Spezialitäten) erweitern das Sortiment. Alle Produkte werden in Wien hergestellt und sind im österreichischen Lebensmittelhandel sowie in Deutschland, Ungarn, Slowenien, Kroatien und der Slowakei erhältlich.

Differentiator

Problem solved

Functional benefit

Brands

• Green Heart: Bio/organic product line established in 2005, offering vegan and biological spreads made from highest quality raw materials.
• Pflaum's
• Alles Bio

Products and services

• Liptauer Spreads Traditional Austrian-style Liptauer cheese spreads offered in mild and spicy (scharf) variants, sold chilled for retail and foodservice consumption.
• Bread Spreads (Brotaufstriche) Classic chilled bread spreads including Heurigen-style, sharp (Scharfer), and egg (Ei) variants intended for everyday toast and bread-based meals.
• Tramezzini Spreads Spreads designed for use in Tramezzini-style sandwiches, complementing the company's snack sandwich portfolio for retail and foodservice.
• Gourmet Spreads Premium-positioned chilled spreads including tuna (Thunfisch) and ham (Schinken) variants aimed at consumers seeking elevated delicatessen options.
• Delicatessen Salads (Feinkostsalate) Chilled prepared salads such as Tzatziki, mixed vegetable (Gemüse), and egg (Ei) salads sold in retail tubs and foodservice formats.
• Fish Salads (Fischsalate) Chilled fish-based salads including Heringssalat (herring), Thunfischsalat (tuna), and Shrimpssalat (shrimp) for retail and foodservice.
• Snack Sandwiches Pre-made chilled snack sandwiches in standard varieties including ham-cheese (Schinken Käse), tuna, and salami-Emmentaler, targeted at convenience-oriented consumers.
• Premium Sandwiches Higher-end chilled sandwich variants positioned above the standard snack sandwich line for premium retail and hospitality use.
• Gabelbissen Bite-Size Appetizers Chilled bite-sized appetizers intended for buffets, catering, and party platters in both retail and foodservice channels.
• Green Heart Plant-Based Range Sub-brand offering plant-based versions of spreads, salads, and snacks targeted at vegan and flexitarian consumers.
• Pflaum's Premium Delicatessen Line Sub-brand positioned as premium delicatessen assortment, providing higher-tier chilled spreads and salads under a separate label.
• Alles Bio Organic Range Sub-brand offering organic-certified chilled delicatessen products for consumers seeking organic food choices.

Quantifiable outcome

• 18 filling lines processing 44 tonnes of product daily
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wojnarschmeckt
• LinkedInlinkedin.com/company/71270832/admin/feed/posts/?feedType=following
• Instagraminstagram.com/wojnarschmeckt
• TikToktiktok.com/@wojnarschmeckt_?lang=cs-CZ

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Wojnar's