Hiestand & Suhr Handel-u. Logistics

What Hiestand & Suhr Handel-u. Logistics does

Hiestand & Suhr Handel-u. Logistics is a wholesale and logistics entity founded in 2001 and based in Freiburg, Germany, operating in the frozen and deep-frozen foods industry. The entity is operationally linked to ARYZTA Food Solutions GmbH, which serves as the legal entity behind the business (legal_name: Aryzta Food Solutions GmbH). Across the broader ARYZTA German operations, the company is positioned as Germany's market leader for frozen baked goods (Tiefkühlbackwaren), operating 26 large bakeries across 27 countries with approximately 7,700 employees worldwide. The German operations alone produce more than 500 different baked articles, spanning traditional baked goods and modern bakery snacks, with statistical consumption of 43 ARYZTA products per German consumer annually.

The product portfolio is organized around three principal brands: Hiestand (traditional bakery products), Patisserie La Cocarde (premium patisserie, branded "CdP"), and OMERT® (additional bakery offerings). Specific products include sweet pastries such as Schoko-Schnecke im Cup and Apricot Pie, with newer innovations like the Crookie (croissant-cookie hybrid) being introduced for 2026. Supporting services include a 24/7 B2B Webshop (shop.aryztafoodsolutions.de), customizable poster service, LMIV labeling, and dedicated frozen-goods logistics. The 2025 Sustainability Report (Nachhaltigkeitsbericht 2025) reflects ongoing investment in corporate responsibility and supply chain transparency.

The revenue model is B2B sales of frozen baked goods to three primary segments: food service operators, bakeries, and retail chains. Distribution is executed through direct sales, a self-service B2B Webshop (active 365 days/year), and wholesale channels. Pricing is quote-based for business customers, with promotional campaigns offering up to 15% discounts during specific windows (e.g., June 2026). Marketing channels span a dedicated Webshop, social media (Facebook, Instagram, LinkedIn, Xing), email newsletter, product catalogs, careers/recruitment, and a press portal. Customer acquisition is supported by a multi-brand content strategy, recipe tips, and a new-customer registration flow on the Webshop.

Name

Hiestand & Suhr Handel-u. Logistics

Legal name

Aryzta Food Solutions GmbH

Website

https://hiestand-suhr.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Hiestand & Suhr Handel-u. Logistics is a wholesale and logistics entity in Freiburg, Germany, operating within the frozen baked goods industry as part of ARYZTA Food Solutions GmbH, Germany's market leader for Tiefkühlbackwaren serving food service, bakeries, and retail chains via B2B sales and a 24/7 Webshop.

Ownership category

akta.pro rank

Product category

Frozen Food Wholesale & Logistics

NAICS

Packaged Frozen Food Merchant Wholesalers (42442), Specialized Freight (except Used Goods) Trucking, Long-Distance (48423)

SIC

Wholesale-Groceries & Related Products (5140), Trucking & Courier Services (No Air) (4210)

akta.pro primary industry

Frozen Foods Wholesale (AFAIABAC)

akta.pro secondary industries

Food & Beverage Cold Chain Logistics (Fresh, Chilled, Frozen) (TLAIAIAE), Cold Chain Fulfillment & Pick-Pack (E-grocery/D2C) (TLALABAL)

Keywords

• Frozen food wholesale
• Deep-frozen logistics
• Cold chain distribution
• Frozen baked goods supply
• Food service logistics

Headquarters

HQ city

Freiburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Frozen Baked Goods Sales: ARYZTA generates revenue through the manufacture and sale of frozen baked goods to food service, retail, and bakery businesses. The company operates a Webshop for direct customer ordering and likely operates on a combination of contract/ongoing B2B relationships with periodic orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hiestand & Suhr Handel-u. Logistics is a wholesale and logistics company based in Freiburg, Germany, that operates in the frozen and deep-frozen foods industry. The company's registered legal name is Aryzta Food Solutions GmbH, and through the broader ARYZTA platform it sits inside Germany's market-leading frozen baked goods operation, providing trade and logistics services for over 500 different frozen baked articles across food service, retail, and bakery channels via a 24/7 B2B Webshop, catalogs, and dedicated customer support.

Product overview

ARYZTA Food Solutions GmbH operates as Germany's market leader for frozen baked goods, producing over 500 different baked articles through a multi-brand portfolio. The company offers a unified product platform organized around several key brands: Hiestand (traditional bakery products), Patisserie La Cocarde (premium pastries), and OMERT® (additional bakery offerings). The product range spans from traditional baked goods to modern bakery snacks, including sweet pastries like Schoko-Schnecke im Cup and Apricot Pie, as well as innovative products like Crookie (croissant-cookie hybrid). Customers can access the full portfolio through the Food Solutions Webshop (available 365 days), print catalogs, and various food service ordering channels. The company also provides supporting services including poster customization, LMIV labeling, logistics services, and sustainability programs.

Differentiator

Problem solved

Functional benefit

Brands

• Hiestand: Brand of frozen baked goods under Aryzta Food Solutions GmbH
• CdP
• OMS

Products and services

• Wholesale of frozen and deep-frozen foods Wholesale trading of frozen and deep-frozen food products (including, via the affiliated ARYZTA platform, 500+ different baked articles such as sweet pastries, traditional baked goods, and bakery snacks) for business buyers in Germany.
• Logistics services for frozen and deep-frozen foods Cold-chain logistics and delivery services supporting wholesale distribution of frozen and deep-frozen foods to business customers across Germany, operated from Freiburg.
• ARYZTA Food Solutions Webshop (B2B ordering platform) 24/7 online ordering platform for registered business customers to browse and purchase the full ARYZTA frozen baked goods catalog, with promotional campaigns such as up to 15% discount during 08.06.-29.06.2026 (delivery date).

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Bonduelle: European frozen vegetable and prepared foods leader with comparable B2B food service and retail distribution capabilities; adjacent frozen category competitor for wholesale cold-chain contracts.

Direct peers

• Europastry: Spanish frozen baked goods manufacturer with pan-European distribution, direct competitor in the same frozen bakery wholesale and food service channel as ARYZTA/Hiestand.
• Delifrance: French-origin frozen bakery brand focused on viennoiserie and bread for food service and retail, a direct comparator in the European frozen bakery wholesale category.
• Rich Products Corporation: US-headquartered frozen baked goods and toppings manufacturer with growing European footprint, competing for similar food service and retail customers in frozen bakery.
• ARYZTA AG: The parent group of Aryzta Food Solutions GmbH; Swiss-headquartered frozen baked goods group operating across Europe with shared customer base, brands, and product portfolio.
• Vandemoortele: Belgian frozen bakery and margarines producer with strong European food service presence, competing head-to-head with ARYZTA in frozen baked goods wholesale.
• CSM Bakery Solutions: Global bakery ingredients and frozen finished goods supplier serving retail and food service with comparable frozen bakery product lines.

Broad incumbents

• Grupo Bimbo: Global bakery incumbent with extensive European operations through acquired brands; broader portfolio than ARYZTA but overlapping in frozen and ambient baked goods wholesale.
• McCain Foods: Global frozen food incumbent with European manufacturing and distribution; not specialized in bakery but competes for the same food service and retail cold-chain distribution budgets.

Regional players

• Lantmännen Cerealia: Scandinavian grain and bakery group operating primarily in Nordic and Northern European markets with frozen and ambient bakery offerings comparable to ARYZTA's regional wholesale business.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookde-de.facebook.com/pages/category/Industrial-Company/ARYZTA-Deutschland-1732664673702529
• LinkedInde.linkedin.com/company/aryzta-deutschland
• Instagraminstagram.com/aryzta_deutschland/?hl=de

Revenue estimate

Valuation estimate

Number of profiles

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 Hiestand & Suhr Handel-u. Logistics