HACK
HACK AG is a German family-controlled B2B bakery and confectionery producer founded in 1930, supplying fresh and frozen baked goods to wholesale, food retail, system gastronomy, and hotel customers across Germany and neighboring countries via a portfolio of integrated subsidiaries.
- Company typePrivate
- Founded1930
- HeadquartersKurtscheid, Germany
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What HACK does
HACK AG is a German family-controlled bakery and confectionery producer and B2B supplier headquartered in Kurtscheid, Rhineland-Palatinate, founded in 1930 by master baker Karl Hack in Duisburg and now led in its third/fourth generation by Peter Hack (CEO) and Thomas Hack, with Patrick Leonhardt as a board member. The company produces fresh and frozen bakery and confectionery products at the Gebr. HACK GmbH production facility, combining traditional craft (including wood-burning ovens) with modern production technology such as shock freezing at minus 40 degrees Celsius. Approximately 250 employees work across a portfolio of subsidiaries including BACKUNION (sales and logistics), BAKERY SOLUTION (consulting and training), HACK Gastro-Service (fulfillment, gastronomy accessories, and shop interface integration with WooCommerce and Shopify), Gebr. HACK Feinbackwaren (production), GenussGARTEN (trade fair/event concept), LOKALTERMIN (networking events and Gastro-Stern-Award), DerGugl (guglhupf products), CLEANOTEC (hygiene products), BEST FOUNDERS FAMILY (startup accelerator), and the Karl-Hack-Stiftung (foundation).\n\nHACK AG operates a B2B go-to-market selling to four primary segments across Germany and neighboring countries: wholesale (Großhandel), food retail (Lebensmitteleinzelhandel), system gastronomy, and system hotels. Distribution runs through direct B2B field sales supported by BACKUNION's coordinated sales and logistics network, supplemented by HACK Gastro-Service fulfillment services including warehousing, order processing, packaging, and shipping. Pricing is undisclosed and conducted via negotiated B2B contracts. In January 2023, BACKUNION and Bakery Solution merged with Belgian La Lorraine Bakery Group to form a joint venture under BACKUNION, combining HACK's DACH market presence with La Lorraine's broader European supply chain. The company also pursues an event-led brand and community strategy, anchoring its presence at major trade shows (Internorga, UNITI expo, iba) through the GenussGARTEN concept and the Lokaltermin network event, alongside its corporate foundation and sustainability partnerships (DEIN HEKTAR regional forestry project).
HACK firmographics
Firmographics- Name
- HACK
- Legal name
- HACK AG
- Website
- https://hack.ag
- Company type
- Private
- Founded year
- 1930
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- HACK AG is a German family-controlled B2B bakery and confectionery producer founded in 1930, supplying fresh and frozen baked goods to wholesale, food retail, system gastronomy, and hotel customers across Germany and neighboring countries via a portfolio of integrated subsidiaries.
- Ownership category
- akta.pro rank
HACK industry classification
Industry- Product category
- Commercial Bakery and Confectionery Products
- NAICS
- Bread and Bakery Product Manufacturing (31181), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bakeries and Tortilla Manufacturing (3118), Cookie and Cracker Manufacturing (311821)
- SIC
- Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Bakery Products Manufacturing (AFAKAAAF)
- akta.pro secondary industries
- Pastry, Cakes & Tortes Manufacturing (AFAKAAAB), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Cookies, Biscuits & Crackers (CRADABAD)
Keywords
Where HACK is headquartered
LocationHeadquarters
- HQ city
- Kurtscheid
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
HACK business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fresh and Frozen Bakery Products: Production and sale of fresh and frozen confectionery and bakery products to wholesale, food retail, system gastronomy and hotel businesses
- Fulfillment and Logistics Services: HACK Gastro-Service provides fulfillment services including warehousing, order processing, packaging and shipping for customers
- Consulting and Training: BAKERY SOLUTION provides consulting and training services for bakery concepts and point-of-sale support
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
HACK product offering
Product offeringCore offering
HACK AG produces and distributes fresh and frozen bakery and confectionery products through its manufacturing subsidiary Gebr. HACK Feinbackwaren GmbH, supplying wholesale customers, food retail chains, system gastronomy operations, and system hotel businesses across Germany and neighboring countries. The integrated portfolio extends beyond production to include sales and logistics through BACKUNION, gastronomy accessories and fulfillment services through HACK Gastro-Service, and consulting and training on bake-off concepts through BAKERY SOLUTION.
Product overview
The HACK AG is a diversified family-owned bakery and confectionery group headquartered in Kurtscheid, Germany, founded in 1930. The company operates as a holding structure with multiple subsidiary brands covering the entire value chain: Gebr. HACK GmbH serves as the core production facility for fresh and frozen baked goods; BACKUNION handles sales and logistics distribution; BAKERY SOLUTION provides consulting and training services including bake-off concepts; HACK Gastro-Service oHG supplies gastronomy products, accessories, and fulfillment services with shop interface integration for WooCommerce and Shopify; GenussGARTEN functions as a trade fair and event concept brand; and LOKALTERMIN organizes networking events with the associated Gastro-Stern-Award. Additional brands include Der Gugl (guglhupf products), BEST FOUNDERS FAMILY (startup accelerator), and the Karl-Hack-Stiftung (foundation for social and environmental initiatives). The company also operates Lisette Bistro on-site. The group supplies wholesale, food retail, system gastronomy, and hotel businesses throughout Germany and neighboring countries.
Differentiator
Problem solved
Functional benefit
Brands
- BACKUNION: Sales and distribution company for frozen baked goods and pastries
- BAKERY SOLUTION
- GenussGARTEN
- LOKALTERMIN
- DerGugl
- BACK:kult
Products and services
- Gebr. HACK Feinbackwaren (Fresh and Frozen Bakery Production) Core production brand manufacturing fresh and frozen bakery and confectionery products with decades of experience and state-of-the-art technology. Supplies wholesale, food retail, system gastronomy, and hotel businesses throughout Germany and neighboring countries.
- BACKUNION Distribution Services Coordinated sales and logistics operations distributing baked goods and bakery products throughout Germany and neighboring countries for the HACK group. Formed a joint venture with La Lorraine Bakery Group in 2023.
- HACK Gastro-Service (Gastronomy Products and Fulfillment) Supplies dry baked goods, confectionery articles, convenience products, kitchen accessories, fulfillment and shipping services for gastronomy customers. Offers shop interface integration with WooCommerce and Shopify for automated order processing and inventory reconciliation.
- BAKERY SOLUTION Consulting and Training Provides comprehensive consulting and training services for bakeries and gastronomy businesses, developing bake-off concepts and supporting employees at point of sale with training for implementation.
- GenussGARTEN Trade Fair and Event Concept Trade fair concept and brand platform serving as a meeting point for the gastronomy, hotel and retail industry, combining innovation, hospitality and experience through partnerships with bakery, confectionery, snack and foodservice brands at events including Internorga, UNITI expo, and iba.
- LOKALTERMIN Networking Event and Gastro-Stern-Award Networking event and Gastro-Stern-Award initiative bringing together decision-makers from the food and gastronomy industry, recognizing outstanding achievements and visionary ideas in gastronomy annually at the Lokaltermin event.
- DerGugl Bakery Products
Quantifiable outcome
- 49,000+ visitors attracted to GenussGARTEN Alm at iba 2025
- +2 more outcomes
Companies that use HACK
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
HACK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
HACK partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship and minor.
- GHM (Gesellschaft für Handwerksmessen)coreCooperation with iba and GHM to implement the GenussGARTEN Alm concept at iba 2025 in Düsseldorf, creating an innovation space and event location on the exhibition grounds.
- La Lorraine Bakery GroupflagshipTwo HACK AG subsidiaries (BACKUNION and Bakery Solution) merged with the Belgian La Lorraine Bakery Group to form a new joint venture under BACKUNION. The partnership combines German market presence with European supply chain and product diversity.
- DEIN HEKTARcoreSustainability partnership with eco-startup DEIN HEKTAR for regional forestry project in Kurtscheid. The collaboration supports forest reconstruction with approximately 60-80,000 EUR annually over 5 years.
- Karl-Hack-StiftungcoreCompany foundation established in 2005 to honor founder Karl Hack. Supports children, youth, disadvantaged people, cultural institutions, and sports clubs. Focus on education, refugee support, and environmental projects including forest restoration.
- WHU KoblenzminorPartnership with private university WHU Koblenz established in 2015 for knowledge exchange and recruitment purposes.
- ProSiebenSat.1 AcceleratorminorCo-founded Best Founders Family with ProSiebenSat.1 Accelerator to help startups increase brand awareness.
- Frank RemagencoreCo-initiator of the Gastro-Stern-Award and Lokaltermin network events, working alongside Peter Hack to host the annual industry gathering.
- Various bakery and confectionery brandsminorPartners showcase products at GenussGARTEN events and trade shows, participating in the company's hospitality and networking concepts.
- Nelson MüllerminorTV chef who co-presented at UNITI expo 2026 forum with Peter Hack on modern convenience food concepts.
Scale indicators7 records
Recent moves13 records
Expansion highlights5 records
HACK competitors and assessment
Company assessmentBroad incumbents
- Aryzta AG: Swiss-listed global bakery conglomerate with deep presence in frozen and ambient bakery across Europe and North America. Wider portfolio and larger scale than HACK but overlaps heavily on B2B foodservice and retail bakery supply.
- Flowers Foods: US-listed bakery major producing packaged and frozen baked goods for retail and foodservice. Comparable as a multi-brand bakery platform operating at scale, though geographically focused on North America.
- Grupo Bimbo: Mexican-headquartered global bakery multinational with operations across Europe and beyond. Operates at substantially larger scale than HACK and competes across retail and foodservice bakery segments in Germany.
Direct peers
- Delifrance: French-Belgian bakery brand producing viennoiserie, breads, and pastries for foodservice, retail, and own-brand café chains in Europe. Comparable to HACK on quality positioning and foodservice B2B model.
- Harry-Brot GmbH: Major German industrial baked-goods producer serving food retail and foodservice across DACH. Closely comparable to HACK in scale, geography, and B2B supermarket focus.
- La Lorraine Bakery Group: Belgian industrial bakery group and HACK AG's joint-venture partner since 2023 in BACKUNION. Operates pan-European frozen and fresh bakery production serving the same wholesale, foodservice, and retail channels in Germany, Belgium, and beyond, making it the most directly comparable peer.
- Vandemoortele: Belgian producer of frozen bakery, pastries, and convenience foods with pan-European distribution. Directly comparable to HACK on frozen bakery technology and foodservice channel coverage.
- Mestemacher GmbH: German Westphalian producer of natural and whole-grain baked goods serving food retail and foodservice. Comparable mid-sized German B2B bakery competitor, particularly on bread and specialty baked goods.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HACK social profiles
Digital presenceHACK financial estimates
Financial estimateRevenue estimate
Valuation estimate
HACK leadership team
Management profileNumber of profiles
Profiles9 records
HACK subsidiaries and ownership
Company hierarchySubsidiaries11 records
HACK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HACK 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 HACK
What does HACK do?
HACK AG produces and distributes fresh and frozen bakery and confectionery products through its manufacturing subsidiary Gebr. HACK Feinbackwaren GmbH, supplying wholesale customers, food retail chains, system gastronomy operations, and system hotel businesses across Germany and neighboring countries. The integrated portfolio extends beyond production to include sales and logistics through BACKUNION, gastronomy accessories and fulfillment services through HACK Gastro-Service, and consulting and training on bake-off concepts through BAKERY SOLUTION.
Is HACK a public or private company?
HACK is a private company. It is classified as family owned and is currently operating.
When was HACK founded?
HACK was founded in 1930. It employs 51 to 100 people.
Where is HACK based?
HACK is headquartered in Kurtscheid, Germany, in the Europe region.
How does HACK make money?
Three revenue lines are on record. Fresh and Frozen Bakery Products are the primary driver. The others are fulfillment and Logistics Services and consulting and Training.
Who are HACK's main competitors?
Broad incumbents on record are Aryzta AG, Flowers Foods and Grupo Bimbo. Direct peers are Delifrance, Harry-Brot GmbH, La Lorraine Bakery Group, Vandemoortele and Mestemacher GmbH.
Does HACK have an API?
No public API is recorded for HACK.
What industry is HACK in?
HACK's product category is Commercial Bakery and Confectionery Products. Its primary akta.pro industry code is AFAKAAAF, Frozen Bakery Products Manufacturing, with a secondary code of AFAKAAAB, Pastry, Cakes & Tortes Manufacturing. Its NAICS code is 31181 and its SIC code is 2050.