Wojnar's
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.
- Company typePrivate
- Founded1930
- HeadquartersVienna, Austria
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
Wojnar's firmographics
Firmographics- 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
Wojnar's industry classification
Industry- 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
Where Wojnar's is headquartered
LocationHeadquarters
- HQ city
- Vienna
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
Wojnar's business model
Business model- 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
- 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.
- 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
Wojnar's product offering
Product offeringCore 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
Companies that use Wojnar's
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Wojnar's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Wojnar's partnerships and signals
Strategic signalScale indicators7 records
Recent moves7 records
Expansion highlights7 records
Wojnar's competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Wojnar's social profiles
Digital presenceWojnar's compliance and trust
Trust signalCompliance8 records
Wojnar's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wojnar's leadership team
Management profileNumber of profiles
Wojnar's subsidiaries and ownership
Company hierarchySubsidiaries3 records
Wojnar's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wojnar's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wojnar's
What does Wojnar's do?
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.
Is Wojnar's a public or private company?
Wojnar's is a private company. It is classified as corporate owned and is currently operating.
When was Wojnar's founded?
Wojnar's was founded in 1930. It employs 101 to 250 people.
Where is Wojnar's based?
Wojnar's is headquartered in Vienna, Austria, in the Europe region.
How does Wojnar's make money?
Two revenue lines are on record. Consumer Food Products are the primary driver. The others are B2B / Food Service.
Does Wojnar's have an API?
No public API is recorded for Wojnar's.
What industry is Wojnar's in?
Wojnar's's product category is Delicatessen Food Manufacturing. Its primary akta.pro industry code is CRADACAG, Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole), with a secondary code of CRAHAKAC, Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals). Its NAICS code is 311941 and its SIC code is 2030.