What Jos Poell does

Jos Poell B.V. is a Dutch bakery company founded in 1840 in Weert, Netherlands, with over 180 years of family baking tradition spanning seven generations. The company produces traditional oven-fresh bakery products at its Graafschap Hornelaan facility in Weert, including multiple toast varieties (krokant, rond, vierkant, ovaal, volkoren, stokbrood, bruschetta, cranberry, party toast), pasteitjes (puff pastry cups), krokante cups, gebaksbodems (pastry shells), suikerschelpen (sugar shells), and ijshoorntjes and ijswafel bakjes (ice cream cones and waffle cups). Manufacturing relies on traditional baking methods and multi-generational recipes rather than proprietary technology, and the company holds no patents or trademark IP beyond its brand identity.

The company operates a dual-channel go-to-market. Consumer retail products are sold through major Dutch supermarket chains including Albert Heijn, Jumbo, Plus, Coop, Vomar, Makro, Dekamarkt, Dirk, and Hoogvliet, reaching individual consumers for parties, borrels, and celebrations. A separate horeca (hospitality) channel sells bulk-format professional SKUs (e.g., 45-stuks pasteitjes, 96-stuks mini pasteitjes, 256-stuks cups) directly to restaurants, hotels, and catering businesses, with telephone ordering available. Pricing is not publicly disclosed; retail pricing follows standard supermarket channels while horeca pricing is quotation-based.

Jos Poell is a privately held subsidiary of De Kroes Tasty Bakeries, a diversified baked-goods group operating four production locations across the Netherlands, France, and Germany. The company received the Hofleverancier (Royal Warrant) designation from King Willem-Alexander in 2015 on its 175th anniversary, and operates a sub-brand, JP by Jos Poell, with a dedicated consumer website. Marketing is content-led, centered on an extensive recipe database, active Instagram and Facebook accounts, food blogger partnerships (Lactosevrijeten.nl, Kook en Bakrecepten, Allerhande), and a downloadable recipe book used as a lead-generation asset. No revenue, headcount, or funding data is publicly disclosed.

Name

Jos Poell

Legal name

Jos Poell B.V.

Website

https://jos-poell.com/

Company type

Private

Operating status

Operating

Short description

Jos Poell B.V. is a Dutch bakery company founded in 1840 in Weert, producing traditional toast, pasteitjes, cups, pastry shells, and ice cream cones for Dutch supermarket retail and B2B hospitality (horeca) channels, operating as a subsidiary of De Kroes Tasty Bakeries.

Ownership category

akta.pro rank

Product category

Commercial Bakery

NAICS

Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181)

SIC

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

akta.pro primary industry

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)

akta.pro secondary industries

Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Bakery products
• Pastry shells
• Toast varieties
• Horeca supplies
• Party snack bases

Headquarters

HQ city

Weert

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Consumer Retail Products: Sale of bakery products (toast, pasteitjes, cups, Gebaksbodems, suikerschelpen, ijshoorntjes) through retail supermarket chains to individual consumers for personal celebration use.
2. Horeca/B2B Sales: Bulk sales of bakery products to the hospitality sector (restaurants, catering, hotels) with larger packaging sizes (e.g., 45-stuks pastei, 96-stuks mini pasteitjes, 256-stuks cups) at wholesale quantities.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Jos Poell manufactures and distributes traditional Dutch bakery products — including a broad Toast portfolio, Pasteitjes (puff pastry cups), Krokante Cups, Gebaksbodems (pastry shells), Suikerschelpen (sugar shells), IJshoorntjes (ice cream cones) and IJswafel bakjes (waffle cups) — sold to individual consumers through Dutch supermarket chains and to restaurants, hotels and catering businesses through a dedicated bulk-pack Horeca assortment. The company also publishes recipes and food-blogger content to drive usage of these base products in party, borrel, high-tea and celebration settings.

Product overview

Jos Poell is a Dutch bakery company founded in 1840 in Weert, now part of De Kroes Tasty Bakeries group, offering a diverse portfolio of baked pastry products for both consumer and hospitality markets. The core product line includes Gebaksbodems (pastry shells), Suikerschelpen (sugar shells), Krokante Cups (crunchy cups), and various Toast varieties (Krokant, Rond, Vierkant, Ovaal, Volkoren, Stokbrood, Bruschetta, Cranberry, Cracker Tuinkruiden, Party Toast Original/Tuinkruiden, Toast Cups Assorti/Ovaal). The Pasteitjes line features both standard and mini pasteitjes for both retail and horeca channels. Specialty products include IJshoorntjes (ice cream cones in naturel and cacao dip varieties) and IJswafel bakjes (waffle cups). A dedicated horeca assortment offers larger quantities of professional products for catering and hospitality businesses. The company also provides recipes and inspiration for using these base products to create appetizers, snacks, and desserts for parties, borrels, high teas, and celebrations.

Differentiator

Problem solved

Functional benefit

Brands

• JP by Jos Poell: A sub-brand/product line operated by Jos Poell, with its own dedicated website at jp-jos-poell.com.

Products and services

• Gebaksbodems

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• De Kroes Tasty BakeriescoreStrategic or Co-development PartnerJos Poell is part of De Kroes Tasty Bakeries group, which acquired the company to expand product assortment and reach. The group operates from four locations in Netherlands, France, and Germany, producing various baked goods distributed globally.
• Lactosevrijeten.nlminorGTM or Marketing PartnerFood blogger collaboration where lactosevrijeten.nl creates and shares recipes using Jos Poell products, particularly vegan and lactose-free recipes.
• Allerhande (Albert Heijn)minorGTM or Marketing PartnerCollaborative recipe development with Allerhande magazine and platform, such as the Pasteitjes Tuinerwtenmousse recipe.
• Kook en Bakrecepten (Jackie)minorGTM or Marketing PartnerFood blogger partnership for recipe creation and photography, such as Hummus hapjes in Krokante Cups.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Continental Bakeries: Dutch-headquartered commercial baker producing rusks, toast, crispbread and other dry baked goods. Highly comparable in product category (toast, dry bakery) and Dutch retail customer overlap with Jos Poell.
• Vandemoortele: Belgian food group with a large bakery division producing pastry, viennoiserie and frozen bakery products for European retail and foodservice. Comparable in product mix (pastry shells, cups, viennoiserie) and Benelux foodservice customer base.
• Meneba: Dutch bakery company producing bread, buns and specialty bakery products for retail and foodservice in the Netherlands and beyond. Direct overlap with Jos Poell on Dutch retail distribution and product type.
• La Lorraine Bakery Group: Belgian bakery group producing frozen and fresh bread, viennoiserie and pastry products across Europe. Comparable as a Benelux-headquartered multi-category bakery manufacturer serving retail and foodservice channels.
• Lotus Bakeries: Belgian branded bakery company known for caramelized biscuits and other sweet baked goods. Comparable as a Benelux-headquartered branded baked-goods specialist selling through mainstream European grocery retail.
• Heuschen & Schurff (H&S Food Group): Dutch frozen puff-pastry specialist producing spring rolls, pastry products and Asian snacks for European retail and foodservice. Comparable in specialty pastry manufacturing serving Dutch and European retail.
• Bakkersland: Dutch fresh-bread and bakery producer supplying Dutch retail and foodservice. Comparable in Dutch retail distribution and broad bakery product portfolio serving supermarkets and horeca.

Broad incumbents

• Aryzta AG: Swiss-Irish global bakery group with broad frozen and fresh bakery operations across Europe and North America. Comparable as a much larger incumbent operating across multiple bakery categories including pastry and breads, with overlapping retail customers.
• Grupo Bimbo: Mexican-headquartered global bakery giant with extensive European operations (including Bimbo Bakeries Europe). Comparable as a large incumbent in branded packaged baked goods competing in the same supermarket aisles as Jos Poell.
• Mondelez International: Global snacks and baked-goods multinational with brands such as LU and Belvita. Comparable as a large incumbent in packaged sweet baked goods competing in Dutch and European retail alongside Jos Poell's sweet pastry products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jospoell
• Instagraminstagram.com/jospoell

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Jos Poell