Biscuits Leclerc
Biscuits Leclerc is a fifth-generation, family-owned Canadian cookie and snack bar manufacturer operating nine plants in Canada and the US, producing over 100 SKUs under brands like Célébration, Go Pure, and Muffinmax for retail, private label, and food service customers across four continents.
- Company typePrivate
- Founded1905
- HeadquartersSaint-augustin, Canada
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Biscuits Leclerc does
Biscuits Leclerc is a fifth-generation, family-owned Canadian cookie and snack bar manufacturer founded in 1905 in Quebec City and headquartered in Saint-Augustin-de-Desmaures. The company produces over 100 SKUs across branded cookie lines (Célébration gourmet butter cookies, Tradition 1905, Vital, Praeventia) and snack bar lines (Go Pure oatmeal bars, Chocomax granola and indulgent squares, Nügabar, Muffinmax), serving mainstream retail consumers in Canada and the United States plus food service operators and international private-label clients across at least ten countries on four continents. Manufacturing runs across nine plants in Quebec, Ontario, Pennsylvania, Tennessee, and Arizona, supported by custom in-house automation, high-speed lines capable of 60+ mph, and packaging capacity of up to 320 bags per minute; quality is reinforced by protocols such as laboratory testing of honey in Germany. Revenue is generated through three streams: branded retail (grocery, mass, and convenience), private label manufacturing for domestic and international retailers, and a dedicated Food Service division serving hospitality and institutional customers. The company is privately held with no external institutional investors and is currently led by president Denis Leclerc alongside fifth-generation family member Jean-Sébastien Leclerc.
Biscuits Leclerc firmographics
Firmographics- Name
- Biscuits Leclerc
- Legal name
- Biscuits Leclerc Ltée
- Website
- https://leclerc.ca
- Company type
- Private
- Founded year
- 1905
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Biscuits Leclerc is a fifth-generation, family-owned Canadian cookie and snack bar manufacturer operating nine plants in Canada and the US, producing over 100 SKUs under brands like Célébration, Go Pure, and Muffinmax for retail, private label, and food service customers across four continents.
- Ownership category
- akta.pro rank
Biscuits Leclerc industry classification
Industry- Product category
- Cookies and Snack Bars
- NAICS
- Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)
- akta.pro secondary industries
- Cookies, Biscuits & Crackers (CRADABAD), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
Keywords
Where Biscuits Leclerc is headquartered
LocationHeadquarters
- HQ city
- Saint-augustin
- HQ country
- Canada
- HQ region
- North America
Offices9 records
Markets served
Biscuits Leclerc business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Cookie and Snack Bar Sales: Leclerc generates primary revenue through manufacturing and selling cookies and snack bars under the Leclerc brand name to retail consumers through grocery stores, mass merchants, and convenience stores across North America and international markets. Products include Célébration gourmet cookies, Go Pure oatmeal bars, Chocomax granola, Muffinmax muffin bars, and over 100 different products total.
- Private Label Manufacturing: Leclerc produces delicious private label products that are exported to three continents in countries as far away as Japan, Australia, and South Africa. The company manufactures products for high-end retail chains and other brands under their house labels, including maple leaf cookies and various cookie varieties for the Japanese market.
- Food Service: Leclerc has a dedicated Food Service division providing products to the foodservice/hospitality industry, including restaurants, hotels, and institutional catering operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer retail products - standard grocery pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Biscuits Leclerc product offering
Product offeringCore offering
Biscuits Leclerc is a fifth-generation family-owned Canadian cookie and snack bar manufacturer founded in 1905. The company produces and sells baked goods under multiple sub-brands including Célébration (gourmet butter cookies), Go Pure (oatmeal bars), Muffinmax (muffin-style bars), Chocomax granola, Tradition 1905, Vital, Praeventia and Nügabar, operating nine manufacturing plants across Canada and the United States with exports to international markets.
Product overview
Biscuits Leclerc is a family-owned Canadian bakery company founded in 1905, specializing in cookies and snack bars. The product portfolio is organized around multiple sub-brands and product lines: Célébration (gourmet butter cookies with real chocolate toppings in various flavors like Caramel Truffle, Raspberry Truffle, Milk Chocolate, and Dark Chocolate 70% Cocoa), Go Pure (soft baked oatmeal bars in flavors such as Carrot Cake, Banana Bread, Apple & Cinnamon, Brownies, and Chocolate Chip), and Muffinmax (muffin-style bars combining muffin softness with bar convenience, containing fiber and whole grains, available in Chocolate Chip, Garden Carrot, Double Chocolate, Raspberry Burst & Cocoa, Choco-banana, and Strawberry varieties). Additional snack bar brands include Chocomax Granola, Nügabar, and Chocomax Indulgent Squares. The company operates 9 manufacturing plants across Canada and the United States and exports to international markets including Japan, Australia, and South Africa.
Differentiator
Problem solved
Functional benefit
Brands
- Célébration: Gourmet butter cookies made with real chocolate.
- Go Pure
- Praeventia
- Tradition 1905
- Vital
- Chocomax granola
- Nügabar
- Muffinmax
Products and services
- Célébration Cookies Gourmet butter cookies topped with real chocolate, available in multiple varieties including Caramel Truffle, Raspberry Truffle, Milk Chocolate, Dark Chocolate 70% Cocoa, Cappuccino Truffle, Maple Truffle, Blueberry Truffle, and Strawberry and Cream Truffle for retail consumers seeking premium indulgent treats.
- Go Pure Oatmeal Bars
Quantifiable outcome
- Doubled bagging capacity from 160 to 320 bags per minute at Montgomery facility through employee-driven optimization
- +2 more outcomes
Companies that use Biscuits Leclerc
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Biscuits Leclerc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Biscuits Leclerc partnerships and signals
Strategic signalScale indicators8 records
Recent moves13 records
Expansion highlights5 records
Biscuits Leclerc competitors and assessment
Company assessmentBroad incumbents
- McKee Foods: Privately held US snack cake and cookie manufacturer (Little Debbie, Drake's). Comparable as a large family-owned/privately-held baked snack manufacturer competing in the same retail channels across North America, with a similar private ownership model.
- Mondelez International: Global snacks giant owning Oreo, Chips Ahoy, Ritz, Triscuit, and other major cookie/cracker brands. Competes with Leclerc directly in North American cookie aisles and globally through its snack portfolio, but at vastly greater scale, marketing spend, and distribution.
- Pepperidge Farm: Campbell-owned premium cookie and baked goods brand (Milano, Goldfish, Chessmen). Directly comparable in the premium/indulgent cookie segment (Célébration competes with Milano/Chessmen) though operating as one brand within a larger portfolio company.
- Kellanova: Global snacks company (post-Kellogg's split) owning Nutri-Grain, RXBAR, Pringles, and Pop-Tarts. Overlaps with Leclerc's Go Pure, Muffinmax, and granola bar portfolio in the snack bar and better-for-you category.
- General Mills: Diversified global CPG with a sizable snack bar portfolio (Nature Valley, Fiber One, Annie's). Competes in the granola/snack bar space and brings vastly greater scale, R&D, and US distribution density.
Direct peers
- Voortman Cookies: Canadian-based manufacturer of cookies and wafers sold across North America. Closest direct comparable in product mix (premium cookies, wafers), private-label exposure, and Canadian/North American retail channel presence, though smaller in scale than Leclerc.
- Dare Foods: Canadian family-owned manufacturer of cookies, crackers, and confectionery products. Comparable as a Canadian-headquartered multi-category baked snack producer with private label capabilities, similar scale, and overlapping retail and private label customers.
Regional players
- Bahlsen: German family-owned premium cookie manufacturer (Leibniz, Pick Up, Choco Leibniz). Comparable in product positioning (premium butter cookies with real chocolate), family-ownership structure, and heritage brand narrative, though primarily Europe-focused rather than North America-focused.
- Arnott's Biscuits: Australia and New Zealand's dominant biscuit/cookie brand (now owned by Kellanova). Comparable as a regional biscuit incumbent with strong heritage brand and a portfolio of premium cookies analogous to Leclerc's Célébration line, but does not directly compete in Leclerc's core North American or Japanese markets.
- Walkers Shortbread: Scottish family-owned shortbread and butter cookie manufacturer. Comparable as a multi-generational family-owned premium butter cookie brand with international gifting distribution (including to Japan), analogous to Leclerc's Célébration and Tradition 1905 lines, but Europe-based rather than North America-based.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Biscuits Leclerc social profiles
Digital presenceBiscuits Leclerc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biscuits Leclerc leadership team
Management profileNumber of profiles
Profiles6 records
Biscuits Leclerc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biscuits Leclerc 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 Biscuits Leclerc
What does Biscuits Leclerc do?
Biscuits Leclerc is a fifth-generation family-owned Canadian cookie and snack bar manufacturer founded in 1905. The company produces and sells baked goods under multiple sub-brands including Célébration (gourmet butter cookies), Go Pure (oatmeal bars), Muffinmax (muffin-style bars), Chocomax granola, Tradition 1905, Vital, Praeventia and Nügabar, operating nine manufacturing plants across Canada and the United States with exports to international markets.
Is Biscuits Leclerc a public or private company?
Biscuits Leclerc is a private company. It is classified as family owned and is currently operating.
When was Biscuits Leclerc founded?
Biscuits Leclerc was founded in 1905. It employs 501 to 1,000 people.
Where is Biscuits Leclerc based?
Biscuits Leclerc is headquartered in Saint-augustin, Canada, in the North America region.
How does Biscuits Leclerc make money?
Three revenue lines are on record. Retail Cookie and Snack Bar Sales are the primary driver. The others are private Label Manufacturing and food Service.
Who are Biscuits Leclerc's main competitors?
Broad incumbents on record are McKee Foods, Mondelez International, Pepperidge Farm, Kellanova and General Mills. Direct peers are Voortman Cookies and Dare Foods. Regional players are Bahlsen, Arnott's Biscuits and Walkers Shortbread.
Does Biscuits Leclerc have an API?
No public API is recorded for Biscuits Leclerc.
What industry is Biscuits Leclerc in?
Biscuits Leclerc's product category is Cookies and Snack Bars. Its primary akta.pro industry code is AFAKAAAC, Cookies, Biscuits & Crackers Manufacturing, with a secondary code of CRADABAD, Cookies, Biscuits & Crackers. Its NAICS code is 311821 and its SIC code is 2052.