What EDNA International does

EDNA International GmbH is a German B2B wholesale distributor of premium frozen baked goods (Tiefkühlbackwaren) and Fine-Food products, headquartered in Zusmarshausen, Germany. Founded in 1951 and family-owned under Managing Directors Edgar and Norbert Meitinger, the company serves approximately 40,000 commercial customers annually across the DACH/Western European region in the HoReCa (Hotels, Restaurants, Catering) and Bake-Off sectors, with country-specific e-commerce platforms for Germany, Austria, France, Switzerland, Italy, and an international portal.

The company's core technology is a proprietary B2B e-commerce platform (edna.de and country domains) supplemented by downloadable catalogs (EDNA Journal), flip catalogs, product data sheets, an iOS/Android mobile app, and customer service channels including a toll-free German hotline (0800 722 722 4), WhatsApp business messaging, and an instant callback service. The product portfolio exceeds 1,000 SKUs across three core categories: Backwaren (baked goods), Fine-Food (chocolate, tartelettes, desserts, sauces, spices), and Non-Food (packaging, equipment, catering supplies). Specialized sub-lines include BIO/organic products (DE-ÖKO-006 certified), 100% Natural (>350 products), Better Life health-conscious, gluten-free (>370 products, including third-party brands such as Schnitzer), vegan, spelt, Oriental Bakery, Sandwich Heaven, HUG Tartelettes, Doony's donuts, and PRESTIGE premium tier.

EDNA generates revenue exclusively through B2B wholesale transaction fees — per-unit, per-carton, and pallet pricing — with volume-tiered pricing via the NEWSBOX Preissysteme. The company explicitly states its offer is directed only at commercial buyers, not private consumers ("Das Angebot richtet sich nur an gewerbliche Abnehmer, nicht an Privatpersonen"). The go-to-market is sales-led, combining a direct sales/account-management function, the proprietary e-commerce platform, multilingual customer support, concept-specific brochures targeting verticals (Verkehrsgastronomie, Schulverpflegung, Außengastronomie), and industry-trade-show participation. The company holds RSPO certification in addition to its organic certification and has accumulated multiple consecutive industry awards (Catering Star, Küche Best Product Award, Cooking Award, Best of Market) from 2024 through 2025.

Name

EDNA International

Legal name

EDNA International GmbH

Website

https://edna.de

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

501–1,000 employees

Short description

EDNA International GmbH is a German B2B wholesale distributor founded in 1951 that supplies premium frozen baked goods and Fine-Food products to approximately 40,000 HoReCa and Bake-Off trade customers across Germany, Austria, France, Switzerland, and Italy.

Ownership category

akta.pro rank

Product category

Frozen Baked Goods Wholesale (HoReCa Supply)

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Bakery Products (2050), Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Prepared Meals & Entrées Wholesale (AFAIAHAG)

akta.pro secondary industries

Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF), Religious & Cultural Foods Wholesale (Halal, Kosher, etc.) (AFAIAIAI)

Keywords

• Frozen baked goods
• B2B food service
• HoReCa supply
• Bake-off products
• Fine food distribution

Headquarters

HQ city

Zusmarshausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Frozen Baked Goods (Tiefkühlbackwaren) Wholesale: EDNA's primary revenue stream is the wholesale distribution of deep-frozen baked goods and Fine-Food articles to professional food service operators (HoReCa, Bake-Off). Products are sold in bulk cartons via the company's e-commerce platform and account managers, targeting approximately 40,000 commercial customers annually. The revenue is generated through per-unit / per-carton pricing with volume discounts implied by tiered packaging (e.g., individual units, cartons, pallets).
2. Non-Food and Packaging Products: EDNA has expanded its product portfolio to include Non-Food articles such as packaging materials, equipment, and buffet/catering supplies, which are sold alongside the core food product lines through the same distribution platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

EDNA International is a B2B wholesale distributor of premium deep-frozen baked goods (Tiefkühlbackwaren), Fine-Food specialties, and complementary Non-Food articles serving the HoReCa (Hotels, Restaurants, Catering) and Bake-Off sectors. The company offers over 1,000 products including ready-baked and pre-baked items requiring minimal preparation, with specialized lines such as organic (BIO), gluten-free (370+), vegan, 100% natural, and seasonal collections, sold exclusively to commercial customers via a proprietary e-commerce platform and direct sales channels.

Product overview

EDNA International is a specialized frozen baked goods supplier operating on a multi-product portfolio model. The company offers over 1,000 products across three core categories: (1) Backwaren (baked goods) including various rolls, breads, pastries, croissants, cakes, and specialty items; (2) Fine-Food including confiserie, chocolates, tartelettes, desserts, sauces, and specialty ingredients; and (3) Non-Food including packaging, equipment, and catering supplies. The portfolio includes specialized sub-categories such as BIO/organic products, gluten-free offerings (370+ items), vegan products, lye products (Laugenprodukte), burger and American food items, Oriental bakery products, spelt products, and seasonal/occasion-based collections. The company also provides the EDNA mobile app for iOS and Android, along with supporting services including pricing systems, recipe collections, certificate downloads, and installment purchasing options. EDNA primarily serves the HoReCa (hotel, restaurant, catering) and Bake-Off channels, delivering to approximately 40,000 trade customers annually across Germany, Austria, France, Switzerland, Italy, and international markets.

Differentiator

Problem solved

Functional benefit

Brands

• 100% natural: Product line featuring baked goods made with 100% natural ingredients
• BIO
• Better Life
• SuperMIX
• Oriental Bakery
• Sandwich Heaven
• HUG Tartelettes
• Doony's
• PRESTIGE
• EDNA PRESTIGE
• All natural

Products and services

• Backwaren (Frozen Baked Goods) Frozen baked goods line including rolls, bread, pastries, croissants, cakes, tarts, and specialty items sold to HoReCa and Bake-Off commercial buyers. Products are deep-frozen and require minimal preparation (thaw-and-serve or 2–3 minutes of oven finishing).
• Fine-Food Premium specialty food articles including confiserie, chocolate, pralines, macarons, tartelettes, chocolate cups, desserts, ice cream accompaniments, sauces, spices, and branded items for HoReCa operators.
• Non-Food Non-food articles including packaging, takeaway containers, equipment, baking technology, refrigeration, catering supplies, kitchen equipment, and hotel amenities sold alongside EDNA's core food products.
• BIO-Sortiment (Organic Range) Certified organic baked goods and Fine-Food products including organic breads, rolls, croissants, cakes, and burger buns, controlled by Öko-Kontrollstelle DE-ÖKO-006.
• Glutenfreie Produkte (Gluten-Free Range) Over 370 gluten-free baked goods and Fine-Food items for customers with dietary restrictions, including gluten-free breads, buns, baguettes, and specialty products.
• Vegane Produkte (Vegan Products) Vegan baked goods and snacks including vegan pretzels, breads, buns, pastries, cakes, and convenience foods for commercial operators with plant-based menu demands.
• Burger & American Food Burger buns, mini burgers, colored burgers, brioche burgers, Flying Burger products, hot dogs, and related American-style food products for restaurant and QSR menus.
• Snacks, Pizza & Co. Savory snacks, mini snacks, pizza products, flammkuchen, quiches, finger food, and party food items for HoReCa operators.
• Laugenprodukte (Lye Products) Pretzel products including pretzels, lye buns, lye baguettes, lye sticks, lye hearts, britzels, lye sandwiches, and related items in various sizes and organic variants.
• 100% Natural-Qualität Over 350 products made from 100% natural ingredients without artificial additives, marketed under the EDNA natural product brand.
• Saisonprodukte (Seasonal Products) Seasonal and occasion-based product collections including summer cakes, desserts, street food concepts, breakfast classics, and themed product assortments.
• Oriental Bakery Middle Eastern and oriental bakery products including börek, flatbreads, and specialty eastern European baked goods.
• EDNA App (Mobile Application) Mobile application for iOS (App Store) and Android (Google Play) devices enabling B2B customers to browse EDNA's product catalog and place orders via mobile.
• Service-Welt (Service World) Additional B2B services including pricing systems (NEWSBOX Preissysteme), recipes (NEWSBOX Rezepte), certificates, installment purchasing, WhatsApp customer service, and catalog/prospect delivery.

Quantifiable outcome

• Approximately 40,000 trade customers served annually
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Délifrance: Délifrance is a French frozen bakery specialist serving the HoReCa channel across Europe, with Viennese pastries, breads, and snacks. It directly competes with EDNA in the same product category (frozen baked goods wholesale to food service) and similar DACH/Western European customer base.
• Harry-Brot: Harry-Brot is Germany's largest bakery producer with a strong frozen and par-baked division serving food service and retail. It directly competes with EDNA in the German HoReCa market for bread, rolls, and baked goods.
• Vandemoortele: Vandemoortele is a Belgian food group with a leading frozen bakery division serving European food service and retail. Its product portfolio (breads, Viennoiserie, pastries) and HoReCa distribution model directly mirrors EDNA's core business.
• Jütro Spezialbackwaren: Jütro is a German frozen baked goods specialist serving food service operators in the DACH region. Its product range (bread, rolls, pastries) and customer overlap with HoReCa make it a regional direct peer to EDNA.
• Bridor: Bridor is a French premium frozen bakery producer (owned by Le Duff Group) serving hotels, restaurants, and bakeries across Europe. It overlaps directly with EDNA's premium frozen baked goods wholesale model targeting HoReCa and Bake-Off customers.
• Europastry: Europastry is a Spanish multinational frozen bakery company with a broad product range serving HoReCa across Europe. Its direct-to-food-service distribution model and frozen baked goods portfolio make it a direct peer to EDNA in cross-border European accounts.
• Lantmännen Unibake: Lantmännen Unibake is a Swedish-based leading European bakery company producing frozen and fresh bread and pastry products for food service and retail. It is a direct competitor in the frozen baked goods wholesale space across European markets.
• Coppenrath & Wiese: Coppenrath & Wiese is a German frozen cake and bakery specialist serving food service channels. It competes with EDNA in the German market for premium frozen baked goods and confections, with a strong HoReCa customer base.

Broad incumbents

• Bahlsen: Bahlsen is a German biscuit and baked goods manufacturer with food service distribution. While primarily a branded consumer baked goods company, its food service business and broad baked goods portfolio overlap with EDNA's premium baked goods offering.
• Aryzta: Aryzta is a Swiss-listed global bakery business with a large food service frozen bakery business across multiple regions. It overlaps with EDNA's frozen baked goods wholesale offering but operates at broader scale with a more diversified product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/edna_world
• YouTubeyoutube.com/EDNAmediathek
• Facebookfacebook.com/edna.international
• LinkedInlinkedin.com/company/edna-international-gmbh
• Instagraminstagram.com/edna_international
• TikToktiktok.com/@edna_international

Compliance2 records

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 EDNA International