Ostfriesische Tee Gesellschaft

What Ostfriesische Tee Gesellschaft does

Ostfriesische Tee Gesellschaft GmbH & Co. KG (OTG), founded in 1907 and headquartered in Seevetal, Germany, is the largest subsidiary of family-owned Laurens Spethmann Holding. OTG operates a multi-brand tea business spanning consumer brands (Meßmer, MILFORD, OnnO Behrends, Yasashi), foodservice brands (Marco Polo, Meßmer Finest Moments, Meßmer Classic Moments), and specialty herbal teas (Kräuterhaus Wild). The company also serves as Europe's leading supplier of private label teas for national and international retailers, providing tailor-made product concepts from formulation through packaging and logistics.

OTG's core technology is tea processing and blending executed through modern European production facilities (Seevetal, Grettstadt, Norden, Buchholz, Frankfurt am Main), governed by the proprietary OptiPro quality assurance system that monitors raw materials, ingredients, and packaging across the cultivation and production stages. The company was the first to commercialize a tea-bagging machine that knots the string to the bag rather than using metal staples, fully transitioned by 2010, and has pioneered PLA-based pyramid bags as a renewable alternative to nylon. Sourcing spans more than 200 plant-based ingredients from over 90 countries, with 70% of raw materials currently certified under UTZ, Rainforest Alliance, or Fairtrade, targeting 100% by 2030.

OTG generates revenue through four streams: branded retail products (Meßmer, MILFORD, OnnO Behrends) sold via grocery retail and drugstores primarily in Germany and Austria; private label manufacturing for retailers (Europe's leading position); foodservice and B2B sales to restaurants, hotels, hospitals, schools, and corporate enterprises; and specialty medicinal and therapeutic teas via Kräuterhaus Wild. Pricing follows a unit-pricing model with RRPs in the €0.99–€2.99 range per pack across bagged, loose, and ready-to-drink formats (Meßmer COLD TEA). Distribution is sales-led with direct B2B teams plus indirect retail and foodservice partnerships. OTG markets approximately 8 billion tea bags annually across the Laurens Spethmann Holding group and employs 501–1,000 people.

Name

Ostfriesische Tee Gesellschaft

Legal name

Ostfriesische Tee Gesellschaft GmbH & Co. KG

Website

https://otg.de

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ostfriesische Tee Gesellschaft (OTG) is a German multi-brand tea manufacturer and Europe's leading private label tea supplier, producing approximately 8 billion tea bags annually across consumer brands (Meßmer, MILFORD, OnnO Behrends), foodservice, and retailer private labels from production sites in Germany.

Ownership category

akta.pro rank

Product category

Tea Manufacturing

NAICS

Coffee and Tea Manufacturing (311920)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

akta.pro secondary industries

Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI), Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Coffee & Tea Beverage Co-Packing (RTD Coffee/Tea, Cold Brew) (AFAFAIAD)

Keywords

• Tea manufacturing
• Private label tea
• Tea distribution
• Foodservice beverages
• Organic tea products

Headquarters

HQ city

Seevetal

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Products: Sale of branded tea products through Meßmer, MILFORD, and OnnO Behrends brands via retail and foodservice channels
2. Private Label/Retailer Brands: OTG is Europe's leading supplier of private label teas, developing tailor-made product concepts for national and international retailers
3. Foodservice/B2B: Tea products and services for restaurants, hotels, catering, and corporate enterprises. Includes Marco Polo brand for mass catering.
4. Private Label for Retail Food Sector: Developing tailor-made product concepts for retail food sector customers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Ostfriesische Tee Gesellschaft (OTG) produces and distributes tea products across multiple branded lines (Meßmer, MILFORD, OnnO Behrends, Yasashi, Marco Polo, Kräuterhaus Wild) and is Europe's leading supplier of private label teas. The company manufactures black, green, herbal, fruit, and cold-brew teas for retail consumers as well as B2B customers in foodservice, hospitality, healthcare, education, and mass catering.

Product overview

Ostfriesische Tee Gesellschaft (OTG) is a diversified tea company operating as the largest subsidiary of Laurens Spethmann Holding. The company offers a multi-brand portfolio comprising Meßmer (100+ varieties, flagship brand), MILFORD ('Taste Happiness' positioning), OnnO Behrends (regional East Frisian tea), and Yasashi (100% natural ingredients). In the B2B sector, OTG serves as Europe's leading private label tea supplier and offers foodservice solutions under the Marco Polo brand and Meßmer Finest Moments/Classic Moments sub-brands. Specialty offerings include medicinal teas via Kräuterhaus Wild. The company also produces cold brew iced teas (COLD TEA line) and extensive Bio organic tea ranges. OTG markets approximately 8 billion tea bags annually through its brands and private label operations.

Differentiator

Problem solved

Functional benefit

Brands

• Meßmer: Leading tea brand with over 100 tea varieties, specialist for extraordinary tea enjoyment for nearly 170 years. Meßmer offers traditional tea classics, exotic flavour compositions, and innovative product concepts for on the go.
• MILFORD
• OnnO Behrends
• Yasashi
• Marco Polo
• Kräuterhaus Wild

Products and services

• Meßmer Flagship branded tea portfolio of over 100 varieties for retail consumers, including traditional black/green/herbal/fruit teas, Bio organic lines, seasonal editions, cold brew concepts, and limited editions.
• MILFORD Tea brand positioned around 'Taste Happiness' with classical beneficial herbal and fruit infusions, an Ayurvedic-style range, the MILFORD kühl & lecker cold brew line, and regular limited editions targeting younger tea drinkers.
• OnnO Behrends 130-year-old East Frisian tea brand offering strong traditional East Frisian blends with Assam as the primary component, including a complete sustainable-range assortment.
• Yasashi Tea brand launched in 2020 offering 100% natural fruit and herbal teas positioned around a special taste experience and natural ingredients.
• Marco Polo Foodservice brand for mass catering covering hospitals, schools, and large events with single-serving portions in envelopes, 1-liter bags, and filter chains.
• Private Label Tea Products Europe's leading private label tea supply service, offering tailor-made product concepts for national and international retailers, covering flexible product development from initial idea through quality management, packaging, and market launch.
• Kräuterhaus Wild Specialty brand producing and distributing medicinal and therapeutic teas, combining medicinal herbal knowledge with pharmaceutical expertise and modern technology.
• Meßmer Finest Moments Premium loose organic tea assortment for foodservice and hospitality guests with the highest expectations, paired with gastronomic expertise.
• Meßmer Classic Moments Classic everyday-use foodservice tea assortment in tea bags covering black, green, herbal, and fruit teas, available in certified organic quality.

Quantifiable outcome

• 70% of raw materials from certified sustainable cultivation, targeting 100% by 2030
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Ethical Tea Partnership (ETP)coreStrategic or Co-development Partner · 1 January 2012OTG joined ETP in 2012 as the first large German company. ETP is the only international non-profit organization specializing exclusively in tea. OTG actively steers ETP's strategic direction through board participation and supports initiatives like the ETP-UNICEF 'Improving Lives Programme' in Assam.
• UNICEFcoreStrategic or Co-development PartnerThrough the ETP-UNICEF 'Improving Lives Programme', OTG supports approximately 250,000 women, girls and boys in Assam, India. The programme addresses education, health, hygiene, and protection from violence and exploitation.
• Rainforest AlliancecoreStrategic or Co-development PartnerCertification organization for sustainable agriculture. OTG sources certified raw materials and uses Rainforest Alliance frog seal on products. Works at social and economic levels to protect nature and improve lives of agricultural workers.
• FairtradecoreStrategic or Co-development PartnerFairtrade certification connecting consumers, companies and producers. Ensures better prices for small-scale farming families and humane working conditions for plantation workers.
• Netzwerk Blühende Landschaft (NBL)minorStrategic or Co-development PartnerPartnership for bee conservation through the 'Save the Bees' Limited Edition tea. Created 50,000 m² of insect-friendly flowering meadows in Germany. NBL was founded in 2003 by Naturschutzverbände, Landwirtschaftsverbände, and Imkerverbände.
• 50 Sustainability & Climate LeaderscoreStrategic or Co-development PartnerInitiative of 50 companies from different industries taking a pioneering role in fighting climate change and contributing to UN Sustainable Development Goals.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Tata Consumer Products (Tetley): Global tea major (Tetley, Tata Tea brands) with extensive private label and branded operations worldwide. A relevant comparable for OTG's private label leadership and international brand expansion ambitions.
• Unilever (Lipton / Brooke Bond): Global CPG giant with Lipton, Brooke Bond, and PG Tips tea brands competing across European retail and foodservice. Comparable at the branded shelf level even though tea is only one segment within Unilever's portfolio.
• Hain Celestial Group (Celestial Seasonings): Owner of Celestial Seasonings herbal tea brand. Comparable to OTG in herbal/fruit infusion category, premium positioning, and natural/organic sourcing narrative.
• Twinings (Associated British Foods): Iconic global tea brand owned by Associated British Foods, competing with Meßmer and MILFORD in European branded tea and foodservice channels, and indirectly in private label through ABF's broader grocery footprint.

Direct peers

• Teekanne GmbH & Co. KG: One of the largest tea companies in Germany and a direct competitor to OTG's Meßmer and MILFORD brands across retail, private label, and foodservice tea. Highly comparable product portfolio, GTM, and DACH-centric footprint.
• Dethlefsen & Balk GmbH & Co. KG: German tea manufacturer with strong private label and branded operations serving similar retail and foodservice customers as OTG. Competes head-to-head in German private label tenders and branded shelf.
• Martin Bauer Group: Germany-based global leader in botanical and herbal raw materials and tea, with operations spanning ingredient supply, private label, and branded tea (e.g., H&S). Overlaps with OTG's Kräuterhaus Wild subsidiary and ingredient sourcing scale.

Regional players

• Bigelow Tea: Leading US family-owned tea company with strong branded portfolio and foodservice presence. Comparable on family-owned heritage, brand-led GTM, and broad SKU range.
• Typhoo Tea: Historic UK tea brand competing in branded black and herbal tea. Comparable as a heritage European tea brand with multi-decade shelf presence, though focused on the UK rather than DACH.

Emerging players

• Yogi Tea (East West Tea Company): Functional/wellness herbal tea brand with strong DTC and natural channel presence. Comparable to OTG's Yasashi and emerging functional tea positioning targeting younger consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ostfriesische-tee-gesellschaft-gmbh

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 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 Ostfriesische Tee Gesellschaft