Auer
Auer is an Austrian wafer specialty manufacturer founded in 1920, producing traditional Viennese cream-filled wafers and ice-cream accompaniments for retail consumers (via BILLA in Austria, REWE in Germany) and foodservice partners across DACH.
- Company typePrivate
- Founded1920
- HeadquartersAttnang-puchheim, Austria
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Auer does
Auer is an Austrian wafer specialty manufacturer founded in 1920 in Vienna by master confectioner Rudolf Auer, currently operated by the private limited partnership ALPINE BRANDS GmbH & Co KG under the S. Spitz group (with Auer-Blaschke GmbH as general partner). The company's product portfolio is organised around cream-filled wafer specialities: the heritage Tortenecken (triangular hazelnut-cream wafers, the original Rudolf Auer creation from the 1920s), Baumstämme (cocoa-filled wafer logs introduced in 1949), Fandoro (modern wafer rolls in hazelnut and milk variants), Neapolitaner Schnitten (layered wafer slices), Carlsbader Waffelblätter (traditional wafer sheets for baking), a comprehensive Eiswaffeln range for ice cream parlours, and reduced-sugar Snack Wafer pocket packs. Manufacturing is in the Viennese/Austrian tradition of combining thin, crispy wafer sheets with fine nut or cocoa creams, with recipes largely unchanged across decades; modern extensions include 30%-reduced-sugar variants and on-the-go pocket formats.
Auer serves two primary revenue streams: a consumer retail business sold through BILLA in Austria and (exclusively) REWE in Germany under the "Unzertrennlich" range, and a B2B partner program accessed via a login-protected portal that supplies 700-840g gastronomy bulk packs (Waffelherzen, Hohlhippen, Dekorhippen) to restaurateurs and ice cream parlours. Marketing is anchored in a 100+ year heritage narrative — institutionalised by an Österreichische Post commemorative stamp (330,000 limited edition) and a brand ambassadorship with Austrian entertainer Alex Kristan — and supported by an integrated digital mix including a recipe portal, social channels (Instagram/Facebook/YouTube), Google Remarketing retargeting, MarketGuru cashback activations, and receipt-upload sweepstakes with BILLA (e.g., Wiener Zuckerbäckerball 2026). Auer does not sell directly through its own website; all consumer purchases are routed to retail partners, making the retailer relationships the binding constraint on revenue capture.
Auer firmographics
Firmographics- Name
- Auer
- Legal name
- ALPINE BRANDS GmbH & Co KG
- Website
- https://auer-waffeln.at
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Auer is an Austrian wafer specialty manufacturer founded in 1920, producing traditional Viennese cream-filled wafers and ice-cream accompaniments for retail consumers (via BILLA in Austria, REWE in Germany) and foodservice partners across DACH.
- Ownership category
- akta.pro rank
Auer industry classification
Industry- Product category
- Wafer Confectionery
- NAICS
- Cookie and Cracker Manufacturing (311821), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)
- akta.pro secondary industries
- Ice Cream & Frozen Desserts Wholesale (AFAIAHAC), Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)
Keywords
Where Auer is headquartered
LocationHeadquarters
- HQ city
- Attnang-puchheim
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
Auer business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Consumer packaged wafer sales (B2C): Sale of finished consumer packaged wafer products (Tortenecken, Baumstämme, Fandoro, Neapolitaner Schnitten, Snack Wafer, Eiswaffeln, Carlsbader Waffelblätter) via retail distribution in Austria and Germany through partners such as BILLA and REWE.
- B2B Gastronomy / retail partner sales: B2B supply of wafer specialities to restaurateurs, ice cream parlours, and retail partners — including economy/golden-box bulk packs (e.g., 700-840g Waffelherzen, Hohlhippen, Dekorhippen). Login-protected B2B partner portal.
- Promotional sweepstakes / co-marketing campaigns: Periodic raffles (e.g., Wiener Zuckerbäckerball 2026 ticket giveaway with BILLA) and MarketGuru cashback campaigns supporting sales velocity.
Go-to-market motion4 records
Distribution channels6 records
Marketing channels11 records
Auer product offering
Product offeringCore offering
Auer (ALPINE BRANDS GmbH & Co KG) manufactures and distributes traditional Viennese wafer specialties under the Auer brand founded in 1920, including cream-filled wafer triangles (Tortenecken), cocoa-cream wafer logs (Baumstämme), cream-filled wafer rolls (Fandoro), layered Neapolitaner Schnitten, Carlsbader baking wafer sheets, an Eiswaffeln range for ice cream parlours, and on-the-go Snack Wafer pocket packs. Products are sold through retail chains BILLA (Austria) and REWE (Germany, exclusive) for consumers, and through a B2B partner portal supplying bulk "golden box" packs (700-840g) to ice cream shops, restaurateurs and retailers.
Product overview
Auer (AUER Waffeln) is an Austrian wafer specialty manufacturer (feinste Waffelspezialitäten) that has operated as a single, unified CPG brand since 1920. Its portfolio is organized as a set of complementary product lines rather than a platform-plus-modules architecture: the heritage cream-filled wafer triangles (Tortenecken), the cocoa cream-filled wafer logs (Baumstämme), the modern cream-filled wafer rolls (Fandoro, including Fandoro Milk and Fandoro Hazelnuss), the layered Neapolitaner Wafers / Waffelschnitten, the traditional flat Carlsbader Waffelblätter for baking, the B2B/ice-cream-shop Eiswaffeln range (standard wafers, wafer hearts, decorative rolls, Hohlhippen), the on-the-go Snack Wafer pocket packs, and portion-sized Mignon Wafers. Together these lines cover everyday family consumption, dessert/baking use cases, ice-cream-parlor B2B supply, and impulse/snack occasions under a single brand.
Differentiator
Problem solved
Functional benefit
Brands
- AUER Tortenecken: Triangular wafer specialty with hazelnut cream (and 'à la Mozart' cocoa-almond variant) — the original Auer classic introduced in the 1920s.
- AUER Baumstämme
- AUER Fandoro
- AUER Neapolitaner Schnitten / Waffelschnitten
- AUER Snack Wafer / Mignon Wafers
- AUER Carlsbader Waffelblätter
- AUER Eiswaffeln
Products and services
- Tortenecken (Auer Cake-Corners / Wafer Triangles) Triangular wafer specialty filled with hazelnut cream (with a 'à la Mozart' cocoa-almond variant); the original Auer flagship product created in the 1920s, sold in retail packs for everyday indulgence, sharing and gifting.
- Baumstämme (Auer Wafer Trunks / Wafer Logs) Hollow crunchy wafer logs/trunks filled with fine cocoa cream (89% cocoa), positioned as an everyday indulgent wafer specialty with cocoa sourced under Rainforest Alliance certification.
- Fandoro (Wafer Rolls — Hazelnut and Milk) Delicate wafer roll encasing fine hazelnut cream or mild milk cream filling, coated with a cocoa-containing fat glaze; available in Hazelnut and Milk variants as a modern, on-the-go wafer specialty.
- Neapolitaner Schnitten / Waffelschnitten (Neapolitan Wafer Slices)
Quantifiable outcome
- 100 years of continuous brand presence (founded 1920, 100-year anniversary celebrated in 2020)
- +3 more outcomes
Companies that use Auer
Customer profileSegments4 records
Ideal customer profiles3 records
Auer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Auer partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- Auer-Blaschke GmbH (FN 391227 i)coreAuer-Blaschke GmbH is the general partner (Komplementär) of ALPINE BRANDS GmbH & Co KG, with unlimited liability. Registered in Linz (Fiedlerstrasse 10, 4041 Linz) at Regional Court Linz. Its shareholder is S. Spitz GmbH. Managing directors: Walter Scherb, Harald Doppler, Günther Hofer. Business purpose: Unternehmensbeteiligung (equity share). Structurally integral to the Auer brand's corporate governance.
- BILLA AGflagshipBILLA is a core retail distribution partner in Austria and the co-marketing partner for Auer raffle campaigns, including the Wiener Zuckerbäckerball 2026 ticket giveaway (01.12.2025-28.12.2025) tied to Auer wafer purchases at BILLA. Auer's products are listed at shop.billa.at/marken/auer.
- REWE (Germany)flagshipREWE is the exclusive distribution partner in Germany for the Auer "Unzertrennlich" range: "Jetzt auch in Deutschland erhältlich (EXKLUSIV BEI REWE)". Auer provides the brand and products, REWE provides retail reach across the German market.
- MarketGurucoreMarketGuru runs 100% cashback promotions on Auer wafer products (e.g., Auer Taschenpackung Haselnuss 3x65g, valid at BILLA PLUS and Merkur Direkt in Austria from 19.04.2021). Drives sales conversion via the MarketGuru app; per-person limit 1 redemption.
- Österreichische Post AG (Austrian Post)coreStrategic co-marketing partnership for Auer's 100-year anniversary: Austrian Post issued a special edition stamp in its "Klassische Markenzeichen" (Classic Trademarks) series — limited edition of 330,000 stamps featuring Waffel, Baumstamm and Tortenecke artwork designed by brand artist Marion Füllerer. Distributed via Austrian post offices, philatelie sales outlets, and the Austrian Post online shop.
- Alex KristanminorAustrian comedian/entertainer Alex Kristan is featured as a brand testimonial on auer-waffeln.at/alexkristan with the quote "Mit diesen Waffeln bin ich seit meiner Kindheit unzertrennlich." — supports nostalgia-driven earned media and consumer engagement.
- Christoph Wagner — Wagners Wirtshaus HollabrunnminorRecipe content partnership — Christoph Wagner contributed the "Waffeltorte nach Carlsbader Art" (Carlsbader Wafer Cake) recipe for Auer's recipe portal, lending chef-credibility to the Carlsbader Waffelblätter product line.
- Marion FüllererminorBrand artist Marion Füllerer designed the artwork for the Auer 100-year anniversary stamp issued by Austrian Post as part of the "Klassische Markenzeichen" (Classic Trademarks) series.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Auer competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights6 records
Customer concentration
Auer social profiles
Digital presenceAuer compliance and trust
Trust signalCompliance2 records
Auer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auer leadership team
Management profileNumber of profiles
Profiles5 records
Auer subsidiaries and ownership
Company hierarchySubsidiaries1 record
Auer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auer 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 Auer
What does Auer do?
Auer (ALPINE BRANDS GmbH & Co KG) manufactures and distributes traditional Viennese wafer specialties under the Auer brand founded in 1920, including cream-filled wafer triangles (Tortenecken), cocoa-cream wafer logs (Baumstämme), cream-filled wafer rolls (Fandoro), layered Neapolitaner Schnitten, Carlsbader baking wafer sheets, an Eiswaffeln range for ice cream parlours, and on-the-go Snack Wafer pocket packs. Products are sold through retail chains BILLA (Austria) and REWE (Germany, exclusive) for consumers, and through a B2B partner portal supplying bulk "golden box" packs (700-840g) to ice cream shops, restaurateurs and retailers.
Is Auer a public or private company?
Auer is a private company. It is classified as corporate owned and is currently operating.
When was Auer founded?
Auer was founded in 1920. It employs 1 to 10 people.
Where is Auer based?
Auer is headquartered in Attnang-puchheim, Austria, in the Europe region.
How does Auer make money?
Three revenue lines are on record. Consumer packaged wafer sales (B2C) is the primary driver. The others are B2B Gastronomy / retail partner sales and promotional sweepstakes / co-marketing campaigns.
Does Auer have an API?
No public API is recorded for Auer.
What industry is Auer in?
Auer's product category is Wafer Confectionery. Its primary akta.pro industry code is THAFAFAL, Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons), with a secondary code of AFAIAHAC, Ice Cream & Frozen Desserts Wholesale. Its NAICS code is 311821 and its SIC code is 2050.