Günthart

What Günthart does

Günthart & Co. KG is a family-owned German B2B supplier of cake decorations and confectionery gift articles, headquartered in Hohentengen a.H. near the Swiss border and led by managing partners Peter Günthart and Stefan Günthart. Founded in 1940 and structured as a Kommanditgesellschaft (KG), the company sells a catalog of more than 1,500 items — spanning sugar and marzipan figures, chocolate decorations, edible gold leaf, sprinkles, fondant, baking accessories, and seasonal gift collections — exclusively to verified trade customers (bakeries, confectioneries, and specialist retailers) across five European markets: Germany, Austria, Switzerland, France, and Italy. The business claims an "internationally leading position" in the confectionery decoration industry, supported by 80+ years of brand heritage and IFS food-quality certification across its production operations.

The commercial operation is built on an OXID eShop-based B2B storefront that requires business registration and approval before pricing is disclosed, with consumer traffic redirected to a partner portal (meinebackwelt.com). Order intake flows through the online shop plus phone, fax, and email, supplemented by international field sales representatives who provide on-site consultation. Logistics are handled by DPD with tiered shipping (€6.90 standard, free above €100 net, +€10 express next-day within Germany), and checkout is supported by PayPal, Klarna, Skrill, Giropay, Visa, Mastercard, and American Express, with Inxmail powering transactional and promotional email. Revenue is generated through transactional one-time purchases at net prices excluding VAT — there are no disclosed subscription, licensing, or recurring contracts — and the company reports over 900 employees/workers operating under IFS quality standards across the five countries, though no financial figures, funding events, or revenue disclosures appear in the available source data.

Name

Günthart

Legal name

Günthart & Co. KG

Website

https://guenthart.de

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

Günthart & Co. KG is a family-owned German B2B supplier of cake decorations, baking accessories, and confectionery gift articles, serving bakeries, confectioneries, and specialist retailers across five European countries via an online shop and field sales.

Ownership category

akta.pro rank

Product category

Cake Decorations and Confectionery Supplies

NAICS

Sugar and Confectionery Product Manufacturing (3113)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Bakery Packaging & Decor Supplies Wholesale (AFAIAFAL)

akta.pro secondary industries

Seasonal & Gift Confectionery Wholesale (AFAIAFAH), Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Cake decorations
• Confectionery supplies
• Baking accessories
• Sweet gift items
• Marzipan figurines

Headquarters

HQ city

Hohentengen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tortendekoration (Cake Decorations): Core business - sugar figures, marzipan figures, chocolate decorations, wafer decorations, flowers, and themed decorations for cakes and pastries for all occasions including weddings, birthdays, communions, and seasonal events
2. Geschenkartikel (Gift Items): Sweets gift items including chocolate presents, marzipan presents, praline bouquets, and decorative arrangements combined with fine pralines
3. Backzubehör (Baking Accessories): Baking accessories including food colors, edible gold leaf, cake candles, decorating bags, cookie cutters, and writing icings for professional bakers

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Günthart manufactures and supplies edible cake decorations (sugar figures, marzipan flowers, chocolate decorations, wafer flowers, sprinkles), sweet gift items (chocolate presents, marzipan presents, praline bouquets), and professional baking accessories (fondant, food colors, edible gold leaf, piping bags, cookie cutters, sprinkles) to bakeries, confectioneries, and specialist retailers. The company offers over 1,500 SKUs covering seasonal and occasion-based decorations (weddings, communions, birthdays, Valentine's Day, Easter, Halloween, Christmas), sold exclusively through a B2B-verified online shop and supported by international field sales representatives.

Product overview

Günthart is a B2B supplier of cake decorations and gift articles for professional trade customers (bakeries, confectioners, specialty retailers). The company operates two main product lines: Tortendekoration (Cake Decorations) covering edible decorations such as figures, flowers, chocolate pieces, sprays, and seasonal items; and Präsente (Gift Items) featuring sweet gift collections with chocolates and pralines. The BACKDECOR B2B sub-brand provides professional baking ingredients and accessories including sugars, fondants, food colors, edible gold, sprinkles, piping equipment, and decorative molds. Products are distributed exclusively to verified business customers through a password-protected online shop. With over 80 years of experience and more than 1,500 articles, Günthart serves bakeries, confectioneries, and specialty retailers across Germany, Austria, Switzerland, France, and Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Tortendekoration (Cake Decorations) Extensive range of edible cake decorations including wedding/communion items, sugar flowers, marzipan flowers, chocolate decorations, figures, candles, and seasonal designs for professional bakers and confectioners.
• Präsente (Gift Items) Sweet gift items including chocolate presents, marzipan presents, beetle presents, heart presents, and seasonal Easter and Christmas gift collections for specialist retailers.
• Saisons & Anlässe (Seasonal & Occasion Items) Seasonal decorations for occasions including Carnival, Valentine's Day, Easter, Communion, Confirmation, Halloween, Christmas, weddings, and birthdays including cake stands.
• BACKDECOR B2B B2B sub-brand offering professional baking decorations and accessories including sugar, chocolate, sprinkles, fondant/paste, food colors, marzipan, wafers, and baking tools for trade customers.
• Backzubehör (Baking Accessories) Baking accessories including wax candles with number holders, food colors, edible gold leaf, piping bags, muffin cases, cookie cutters, and sugar paste writing tubes for professional bakers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Two partnerships are on record, tiered core logistics partner and consumer channel partner.

• DPDcore logistics partnerOthersPrimary shipping partner for delivery within Germany. Handles both standard DPD delivery and DPD Express next-day delivery service. Orders are shipped via DPD for standard deliveries and DPD Express for time-sensitive shipments.
• meinebackwelt.comconsumer channel partnerOthersConsumer retail partner portal for private customers. Günthart's B2B online shop is exclusively for business customers; private consumers are directed to this partner website for cake decorations and baking supplies.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wilton Brands: Large US-based incumbent in cake decorating products globally — overlapping category but with much broader consumer brand reach and a wider portfolio beyond pure B2B trade supply.
• Dr. Oetker: Major German food manufacturer with baking decorations and ingredients lines — a broader incumbent in the baking category where Günthart operates as a specialized supplier.

Direct peers

• Modecor Group: Italian manufacturer of edible cake decorations, prints and confectionery ingredients with comparable scale across European markets — the closest direct peer in sugar/marzipan cake decoration for professional bakeries.
• Culpitt (Cake Decorating Company): UK-based cake decoration and sugarcraft supplier serving professional and hobby decorators — direct overlap in edible decorations, sprinkles and seasonal decorating lines.
• Decora: Italian/Spanish edible decoration and baking ingredients supplier serving bakeries and confectioners across Southern Europe — comparable product mix of sprinkles, sugars and decorations.
• Rainbow Dust Colors: Specialist UK manufacturer of edible food colors, edible glitter and cake decoration products supplied to bakers and sugarcrafters — overlapping in food colors, sprays and decoration inputs.
• Renshaw: UK-based sugar paste, marzipan and cake decoration brand (Real Good Food Company) selling into bakeries and decorators worldwide — directly comparable in SKU type and trade customer base.
• PME Cake: Cake decoration brand and B2B/B2C supplier of sugarcraft tools, cutters and edible decorations — overlapping product portfolio and decorator customer base across Europe and globally.

Emerging players

• Sugar & Crumbs: UK specialty brand of flavored sugars and edible cake decorations to bakers and hobbyists — narrower product focus but overlapping trade customer set.

Others

• Meine Backwelt (partner site): Consumer-facing partner portal that resells cake decoration and baking supplies to private customers — adjacent channel partner exposing Günthart SKUs to the consumer market without a direct retail brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Günthart