Haubis

What Haubis does

Haubis is a privately held Austrian family-owned industrial bakery headquartered in Petzenkirchen, Lower Austria, founded in 1902 and currently in its sixth generation of Haubenberger family leadership, with Ing. Anton Haubenberger V serving as Managing Director since 2018. The company manufactures bread, pastries, and fine baked goods (Mehlspeisen) across four production formats: Fresh Baked, Frozen Dough (FD, pre-proved deep-frozen dough pieces), Frozen Partly Baked (FP, shock-frozen at -28°C and finished in ~10 minutes on-site), and Thaw and Serve (TS, defrost-only convenience format). At the core of its offering is a patented pre-baked deep-frozen dough piece technology, originally patented in 1996, which enables oven-fresh artisan results at customer sites without on-site master-baker expertise. Production scale reaches 1.2 million dough pieces daily at the Petzenkirchen Teiglingswerk and 24,000 pieces/hour on newer lines, with additional production sites in Wieselburg and Linz, plus international subsidiaries Haubi's Cakovec (Croatia, since 2002) and Haubi's S.R.L. (Italy/South Tyrol, since 2006).

Haubis monetizes through four primary revenue streams: (1) own retail Backstuben & Cafés selling fresh product to end consumers, (2) food retail supply (Lebensmitteleinzelhandel) to supermarket chains including Unimarkt, (3) B2B gastronomy and hotellerie supply via a dedicated external field-sales team (Außendienst) serving approximately 5,000+ business customers across Austria, and (4) international export operations generating roughly 20% of total business across 12+ countries including Germany, Great Britain, Hungary, Saudi Arabia, and Belgium. Unit pricing applies across consumer and B2B channels with no disclosed subscription or enterprise contract structure. Certifications include IFS (food safety), BIO/EU organic, RSPO (sustainable palm oil), AMA Gutesiegel, and gluten-free certification, supporting premium positioning in both Austrian domestic and export markets.

The business model is built on a vertically integrated cold-chain logistics operation featuring a fleet of 90+ trucks, six distribution locations across Austria, and a 60-apprentice training program (Lehrwerkstatt) that ensures skilled craft labor. Beyond core bread and pastry, the portfolio extends to specialty gluten-free products, organic lines featuring heritage grains (wild einkorn wheat, wild rye), the SOL Sonnenigel social project (organic, donating 5 cents per item to children's cancer charity), and frozen pizza/savory snacks through subsidiary Presto Tiefkühl HandelsgmbH. The Haubiversum bread experience world at headquarters functions as a branded educational and tourism asset, while marketing spans content (GenussBlog), social media (Facebook, Instagram, YouTube), email (CleverReach), and the Haubis mobile app — though no AI/ML capabilities are disclosed across the technology stack.

Name

Haubis

Legal name

Haubis GmbH

Website

https://haubis.com

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Haubis is a 123-year-old Austrian family-owned industrial bakery producing bread, pastries, and frozen dough pieces for B2B gastronomy, hotellerie, food retail (5,000+ customers), company-owned Backstuben & Cafés, and export to 12+ countries.

Ownership category

akta.pro rank

Product category

Artisan Bakery Products

NAICS

Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118), Baked Goods Retailers (445291), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Frozen Bakery & Dough Products Wholesale (AFAIAHAD), Frozen & Par-Baked Bakery Production (THAFAFAK)

Keywords

• Artisan bakery products
• Frozen dough pieces
• Bakery-café retail
• Bread manufacturing
• Commercial pastry supply

Headquarters

HQ city

Petzenkirchen

HQ country

Austria

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail bakery-café sales: Revenue from operating own Backstuben & Cafés where consumers purchase directly. Products include fresh bread, pastries, and baked goods consumed on-site or taken away.
2. Food retail supply (B2B): Supplying frozen dough pieces (FD, FP, TS formats) to supermarket chains and food retail partners across Austria. Partners bake products fresh on-site for customers.
3. Gastronomy & hotel supply: B2B supply of bread and pastry products to restaurants, hotels, and catering businesses. Haubis's Außendienst team manages approximately 5,000 customers in this segment.
4. Export operations: International sales through subsidiaries in Italy (Haubi's S.R.L.), Croatia (Haubi's Cakovec), and direct exports to Germany, Slovakia, Slovenia, Great Britain, Hungary, Saudi Arabia, Romania, Belgium, Netherlands, and Russia.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Haubis manufactures and distributes a wide range of artisan bread, pastries, and confectioneries through a proprietary four-stage baking platform (FD frozen dough, FP partly baked, TS thaw-and-serve, and fully baked products). The company supplies its own retail Backstuben & Cafés, food retail supermarkets, and approximately 5,000 gastronomy and hotel partners across Austria and 12+ international markets via its own logistics fleet and foreign subsidiaries in Italy and Croatia.

Product overview

Haubis operates as a traditional Austrian bakery offering a comprehensive portfolio of bread, pastry, and fine dessert products through a multi-stage production system. The company produces fresh and frozen baked goods across four distinct baking stages (Frozen Dough, Frozen Partly Baked, Thaw and Serve, and fully baked) to serve different customer needs. Their product range includes core offerings (Brot, Gebäck, Mehlspeisen), specialty lines (gluten-free, organic/BIO products), and innovative convenience products like the Haubis Verwöhnkörberl frozen assortment. The company also operates the Haubiversum experience center and maintains proprietary natural sourdough traditions. Distribution spans retail (food retail/supermarkets), gastronomy/hospitality, and direct-to-consumer through company-owned backstuben/cafs.

Differentiator

Problem solved

Functional benefit

Brands

• Haubiversum: The bread experience world (Brot-Erlebniswelt) in Petzenkirchen, offering guided tours and educational experiences about bread making.

Products and services

• Bread products (Brot) Wide variety of bread specialties including loaves with grains, seeds, natural sourdough, and gluten-free options. Distributed through four baking stages: Frozen Dough (FD), Frozen Partly Baked (FP), Thaw and Serve (TS), and fully baked products.
• Pastry products (Gebäck) Hand-crafted and machine-assisted pastries including Handsemmeln, Mohnflesserl, Kaisersemmel, Kipferl, Eiweißweckerl, and Fitnessecke, featuring traditional hand-shaping techniques.
• Fine pastries and desserts (Mehlspeisen) Sweet pastries including Danish pastries (Plunder) with 27 layers of puff pastry, foam rolls (Schaumrollen), slices (Schnitten), muffins, and other confections.
• Deep-frozen dough pieces (FD - Frozen Dough) Pre-proved, pre-baked dough pieces that are shock-frosted and can be finished baking on-site. Customers can add toppings, grains and seeds before final baking.
• Frozen partly baked products (FP) Products baked to 2/3 and shock-frozen at -28°C to develop full aroma, then finished in oven for approximately 10 minutes after storage at -18°C.
• Thaw and Serve (TS) Deep-frozen pastries and cakes that require only defrosting before serving, suitable for convenience-oriented customers.
• Gluten-free products Gluten-free bread and pastries for people with gluten intolerance, produced with hand-craft techniques since gluten-free dough requires softer, stickier consistency unsuitable for complete machine processing.
• Organic products (BIO) Products made with organic ingredients featuring heritage grain varieties like wild einkorn wheat and wild rye, certified with AMA Organic Seal and EU organic certification.
• Haubis Verwöhnkörberl (Enjoyment basket) Selection of deep-frozen pre-baked products including Mohnweckerl, Kornspitz, Jour Kornweckerl, and Kaisersemmel that can be baked at home in 6-8 minutes, made with 100% Austrian grain and flour.
• Haubiversum (Bread Experience World) Bread experience world and visitor center in Petzenkirchen where guests can tour the bakery operations and learn about bread-making, with guided tours and school/kindergarten groups hosted.
• SOL - Sonnenigel social project Social project organic product where 5 cents per sold item is donated to a children's cancer charity.

Quantifiable outcome

• 120+ years of continuous family business operation since 1902
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Haubis Genussbäckerei GesmbH (Subsidiary)coreOthers · 1 January 2011Haubis acquired the traditional Goldmann bakery in Linz through this subsidiary, expanding to nine branches plus factory outlet in Upper Austria.
• Anton Haubenberger GesmbHcoreOthers · 1 January 2011Production site acquired from bakery Neubacher in Wieselburg in 2011 and integrated into this company entity.
• Haubi's S.R.L. (Subsidiary)coreOthers · 1 January 2006Haubis established a subsidiary in South Tyrol, Italy for market presence. The branch in Eppan (Appiano) is managed by Anton Haubenberger V with future wife.
• Haubi's Cakovec (Subsidiary)coreOthers · 1 January 2002Haubis established its first foreign subsidiary in Croatia - Haubi's Cakovec - serving as strategic production and distribution location in the Croatian market.
• WKNÖ (Wirtschaftskammer Niederösterreich)minorStrategic or Co-development PartnerPartnership with Lower Austrian Chamber of Commerce for the 'Let's Walz' international apprenticeship program, providing four-week overseas internships for Haubis apprentices with costs covered by WKNÖ and AKNÖ.

Scale indicators9 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Resch&Frisch: Resch&Frisch is an Austrian family-owned bakery with comparable frozen dough piece (Teigling) technology serving gastronomy, food retail, and hotels across DACH. It is Haubis's closest direct competitor in the Austrian pre-baked frozen bakery segment with overlapping product formats and customer base.
• Aryzta: Aryzta is a Swiss-headquartered global leader in frozen baked goods serving food retail and foodservice with similar FD/FP product formats. It is a direct peer in the B2B frozen bakery category and a benchmark for international scale that Haubis competes against in export markets.
• Vandemoortele: Vandemoortele is a Belgian food group with a large frozen bakery division (including pre-baked breads and pastries) serving European retail and foodservice. It competes directly with Haubis in the FD/FP frozen dough segment and shares the multi-country European distribution model.
• Delifrance: Delifrance is a French frozen bakery brand specializing in Viennese pastries, breads, and snacks for foodservice and retail. It is a direct peer in the European pre-baked frozen viennoiserie and bread segment where Haubis's Gebäck and Mehlspeisen lines compete.
• Harry-Brot: Harry-Brot is one of Germany's largest industrial bakeries producing fresh and frozen bread for food retail and discount channels. It is a direct peer in the DACH B2B bread manufacturing space with overlapping supermarket and foodservice customer segments.

Broad incumbents

• Grupo Bimbo: Grupo Bimbo is the world's largest bakery company with broad geographic and product reach across fresh and frozen baked goods. It is a broad incumbent peer rather than a direct competitor — its scale and resources define the upper bound of competitive intensity in the bakery category globally.
• Lantmännen Unibake: Lantmännen Unibake is the bakery division of Swedish agricultural cooperative Lantmännen, producing fresh and frozen bread and pastries across Europe. It is a broad incumbent in the European industrial and frozen bakery segment with overlapping foodservice and retail customers to Haubis.

Regional players

• Ströck: Ströck is a major Austrian artisanal bakery chain with own retail locations in and around Vienna. It overlaps with Haubis's Backstuben & Cafés retail operations in the Austrian market but does not compete in frozen dough B2B, making it a partial regional peer in consumer-facing channels.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/haubis
• Facebookfacebook.com/haubis
• Instagraminstagram.com/haubis
• LinkedInlinkedin.com/company/haubis

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 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 Haubis