Bickery Food Group

What Bickery Food Group does

Bickery Food Group B.V. is a privately held, family-owned Dutch food and beverage distributor headquartered in 's-Graveland, Netherlands, operating since 1979. The company describes itself as the biggest independent Food & Drinks distributor in the Netherlands, distributing more than 35 brands from over 25 international suppliers across the Dutch market. The portfolio spans beverages (Calypso, Guaraná Antarctica, La Croix, Solan de Cabras, Dilmah, Dunkin Coffee, Wayang Coffee), healthy snacking (PROPER, RAWBITE, Fruit Shoot), indulgent snacking (Buldak, Takis, Longchips, Torres, Karuzo, Dubai Choco, MrBeast Feastables, Longchips), meal components (Meica, Mousline, Panadero, Toschi), breakfast (Bonne Maman, De Olmenhorst, Blooker), and taste enhancers (TABASCO, Sabor Verde avocado products).

Operationally, Bickery runs a fully owned distribution center with an acclimatized (temperature-controlled) transport fleet, an in-house marketing team, and a field sales organization covering four Dutch sales channels: Food Retail, Non-Food Retail, Foodservice (restaurants, hotels, catering), and Out-of-Home (convenience stores, petrol stations, entertainment venues). The business is organized into six wholly-owned divisions — Bickery Brand Building, Bickery Kerst (Christmas), Bickery BBQ, Global Food Finders, Sabor Verde, and SureShot — and operates three direct-to-consumer webshops for Brand Building, BBQ, and Christmas product lines. The company monetizes as a transaction-fee distributor, taking margins on branded products it represents, with quote-based B2B pricing that is not publicly disclosed. Additional revenue mechanics include DTC sales through the webshops and brand activation services (in-store and online marketing campaigns) rendered on behalf of its principal suppliers.

Name

Bickery Food Group

Legal name

Bickery Food Group B.V.

Website

https://bickery.nl

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

Bickery Food Group is the largest independent food and beverage distributor in the Netherlands, distributing over 35 international brands from 25+ suppliers across Dutch retail, foodservice, and out-of-home channels via its own distribution center and field sales organization.

Ownership category

akta.pro rank

Product category

Food & Beverage Distribution

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Regional/Local Broadline Foodservice Distributors (AFAIAAAB)

akta.pro secondary industries

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC), Beverage (Non-Alcoholic) Foodservice Distribution (CRAOABAJ), Bar, Restaurant & On-Premise Beverage Supply Wholesale (AFAIAGAI), Organic & Natural Beverage Wholesale (AFAIAJAE)

Keywords

• Food distribution
• Beverage distribution
• FMCG distribution
• Foodservice distribution
• International brand distribution

Headquarters

HQ city

's-graveland

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Distribution of Branded Food & Beverage Products: Bickery Food Group generates revenue as a distributor by representing and distributing international food and beverage brands to retailers, foodservice operators, and out-of-home market customers in the Netherlands. The company takes margins on products sold through its distribution network.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Bickery Food Group distributes more than 35 international food and beverage brands from over 25 suppliers to retailers, foodservice operators, and out-of-home customers across the Netherlands. The company operates its own sales organization, in-house marketing team, distribution center with acclimatized transport fleet, and a small set of branded webshops, providing end-to-end brand building, sales, marketing, warehousing, and transportation services to international FMCG brands seeking to enter or expand in the Dutch market.

Product overview

Bickery Food Group is the largest independent food and beverage distributor in the Netherlands, operating since 1979. The company distributes more than 35 international brands across Retail, FoodService, Out-of-Home, and other sales channels. Their portfolio includes power brands and food specialities organized into seven product categories: Beverages (soft drinks, juices, water, coffee, tea, beer), Healthy Snacking (energy bars, popcorn), Indulge Snacking (chips, chocolate), Impulse/In Between (various snacks), Meal Components (sausages, mashed potatoes, bread, ice cream toppings), Breakfast (jam, cereals), and Taste Enhancers (sauces, cocoa). Key distributed brands include TABASCO, Takis, MrBeast Feastables, PROPER, San Miguel, Rauch, Bonne Maman, Buldak, Dilmah, La Croix, Guaraná, and many others.

Differentiator

Problem solved

Functional benefit

Brands

• Bickery Brand Building: Brand building and marketing division for food and beverage brands
• Bickery Kerst
• Bickery BBQ
• SureShot
• Sabor Verde
• Global Food Finders

Products and services

• Food and Beverage Distribution Services End-to-end sales, marketing, warehousing, and transportation services for international FMCG brands seeking distribution across Dutch Food Retail, Non-Food Retail, Foodservice, and Out-of-Home channels.
• Sabor Verde Avocado Products Bickery's own avocado product line including Chunky Guacamole, Smashed Perfect Avocado, and Crushed Perfect Avocado, designed for the Dutch retail and foodservice market.
• PROPER Healthy Snacks Premium vegan and gluten-free popcorn and lentil chips with surprising flavor combinations and no more than 130 calories per serving, marketed as a Better-For-You snack brand in the Netherlands.
• Bickery Brand Building Webshop Direct-to-consumer webshop operated by Bickery to sell specialty international food and beverage brands directly to Dutch consumers.
• Bickery BBQ Webshop Specialty direct-to-consumer webshop operated by Bickery offering BBQ-themed food and beverage products to Dutch consumers.
• Bickery Kerst (Christmas) Webshop Seasonal direct-to-consumer webshop operated by Bickery for Christmas-themed food and beverage products sold directly to Dutch consumers.
• TABASCO Pepper Sauce Sun-ripened pepper sauce distributed by Bickery across multiple variants and sizes (60ml to 350ml), positioned in the Taste Enhancers category.
• Buldak Korean Instant Noodles Korean instant noodles distributed by Bickery in the Netherlands, known for firm noodles, pronounced sauce, and fiery character under the Samyang Foods portfolio.
• Takis Rolled Tortilla Snacks Mexican rolled tortilla snacks distributed by Bickery in the Netherlands in flavors like Takis Fuego (hot chili pepper and lime) and Takis Blue Heat.
• MrBeast Feastables Snacks Mission-driven snack bar brand with gamified consumer experiences, distributed by Bickery for the Dutch mass market with premium ingredients.
• La Croix Sparkling Water American sparkling water with natural flavors, zero calories, and no added sugars, distributed by Bickery across fruity flavors like Lime Grapefruit, Lemon, and Pamplemousse.
• San Miguel Spanish Beer Leading Spanish international premium beer with San Miguel Especial as the iconic award-winning premium pilsner, distributed by Bickery across the Dutch market.
• Bonne Maman Jams and Preserves French high-quality jam and preserves in 13 varieties (strawberry, apricot, forest fruits, etc.) in 30g, 370g, and 750g sizes, distributed by Bickery for the Dutch breakfast category.
• Dilmah Ceylon Tea Artisanal orthodox-method Ceylon loose-leaf tea from Sri Lanka, distributed by Bickery across single-estate and t-Series sachet formats in the Dutch market.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Samyang FoodscoreChannel Partner/ Reseller/ DistributorBickery distributes Samyang Foods products including Buldak Hot Chicken Flavor Ramen and Tangle instant pasta in the Netherlands. Buldak has become a global phenomenon partly due to the viral Fire Noodle Challenge on YouTube.
• ESMA (European Specialty Food Manufacturers Association)minorOthersBickery is a member of ESMA, the European Specialty Food Manufacturers Association.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sysco: Global market leader in broadline foodservice distribution. Comparable to Bickery in business model (broadline distribution of food and beverage products to restaurants, healthcare, education, and retail), though at vastly greater scale and geographic reach.
• Lekkerland: European convenience and out-of-home distributor, now part of REWE Group, with strong presence in the Dutch OOH channel. Comparable to Bickery's Out-of-Home business unit but at significantly larger scale.
• Transgourmet: European broadline foodservice distributor owned by Coop Group, operating across Germany, Switzerland, Austria, France, and other markets. Comparable to Bickery as a multi-channel broadline distributor, though at pan-European scale.

Direct peers

• Makro Nederland: Cash-and-carry wholesaler serving hospitality and retail in the Netherlands. Comparable to Bickery as a multi-channel distributor of food, beverage, and non-food products to Dutch foodservice and out-of-home customers.
• Brakes Group: UK foodservice distributor with broadline and specialist category brands. Comparable to Bickery in distributing branded food and beverage products across foodservice and retail channels, with similar category breadth.
• Hanos International: Premium foodservice distributor in the Netherlands and Belgium. Competes with Bickery in serving restaurants, hotels, catering, and retail channels with broadline food and beverage products.
• Bidfood Netherlands: Largest foodservice distributor in the Netherlands, part of the global Bidcorp group. Direct competitor to Bickery in broadline distribution of food and beverage products to retail, foodservice, and out-of-home customers.
• Metro Cash & Carry Nederland: Cash-and-carry operator serving hospitality, foodservice, and independent retailers in the Netherlands. Comparable to Bickery as a multi-channel food and beverage distributor, though with a self-service wholesale model.
• Sligro Food Group: Major Dutch broadline foodservice distributor and cash-and-carry operator. Comparable to Bickery as a multi-channel food and beverage distributor serving the Netherlands with a broad assortment portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BickeryFoodGroup
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• Instagraminstagram.com/bickery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Bickery Food Group