What Guschlbauer Backwaren does

Guschlbauer Backwaren GmbH is a fifth-generation family-owned Austrian producer of frozen convenience baked goods (Tiefkühl-Convenience-Backwaren), founded in 1919 in Pram and now operating from a modern production facility at Hueberstraße 24, 4730 Waizenkirchen, Upper Austria. The company manufactures more than 200 product varieties organized into categories including sweet pastries (Plundergebäck, Blätterteiggebäck, Butter-Hefegebäck, Minis), croissants, strudel and doughs, bread and rolls (Brötchen, Baguette, Ciabatta), lye pastries (Laugengebäck, under development), and snacks. Production combines modern technology with traditional craftsmanship, and the company holds multiple third-party certifications: IFS food safety (valid to 28.01.2027), RSPO sustainable palm oil (valid to 22.05.2028), Bio/Organic (valid to 31.01.2027), AgroVet, and Rainforest Alliance.

The business operates a sales-led B2B wholesale model, distributing frozen baked goods to three horizontal customer segments: Trade/Retail (food service operators and retail chains), Industry (industrial food processors), and Gewerbe/Commercial (commercial bakeries and foodservice businesses) across Europe. Products are supplied ready for baking or partially baked, with the value proposition centered on delivering handcrafted quality with the convenience and labor savings of frozen products. Pricing is not publicly disclosed; commercial engagement is driven through a downloadable product catalog and a direct inquiry/contact form system.

Distribution occurs through direct B2B sales across Europe, complemented by an on-site factory shop (Fabriksverkauf) for consumer purchases. Marketing channels include the corporate website with downloadable catalog, Facebook, Instagram, LinkedIn, and Google Reviews. The company is wholly family-controlled with Robert Guschlbauer serving as Managing Director (Geschäftsführung); no external investors, parent entities, or subsidiaries are disclosed, and there are no public funding rounds or M&A activity in the source material. The headcount is described as 100+ on company-controlled channels, while firmographics list 11-50 employees, an inconsistency that may reflect production-line seasonal workers versus core staff.

Name

Guschlbauer Backwaren

Legal name

Guschlbauer Backwaren GmbH

Website

https://guschlbauer.cc

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Guschlbauer Backwaren GmbH is a fifth-generation, family-owned Austrian producer of frozen convenience baked goods, supplying 200+ product varieties to trade, retail, industrial, and commercial customers across Europe from its Waizenkirchen facility.

Ownership category

akta.pro rank

Product category

Commercial Frozen Bakery

NAICS

Commercial Bakeries (311812)

SIC

Bakery Products (2050)

akta.pro primary industry

Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Frozen baked goods
• Convenience bakery products
• Wholesale frozen pastries
• Commercial bakery supply
• Industrial baked goods

Headquarters

HQ city

Waizenkirchen

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Frozen Baked Goods Wholesale: B2B wholesale of frozen convenience baked goods to trade, industry, and commercial customers across Europe. Products sold in bulk cartons to food service, retail, and industrial buyers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Guschlbauer Backwaren GmbH is an Austrian producer specializing in the manufacture and wholesale distribution of frozen convenience baked goods (Tiefkühl-Convenience-Backwaren). The company produces over 200 product varieties across categories including snacks, sweet pastries, minis, croissants, strudel and doughs, bread and rolls, and lye pastries, supplying trade, industry, and commercial customers throughout Europe from its production facility in Waizenkirchen.

Product overview

Guschlbauer Backwaren is a family-owned Austrian bakery specializing in high-quality frozen convenience baked goods since 1919. The company operates as a single unified product offering centered on frozen baked goods, with products organized into main categories: Neuheiten (New Products), Süße Backwaren (Sweet Pastries including Plundergebäck, Blätterteiggebäck, Butter-Hefegebäck, and Minis), Croissants (sweet and savory), Strudel & Teige (strudel and dough products), Gebäck (pastries including breads, rolls, buns, baguettes), Laugengebäck (lye pastries), and Snacks. With over 200 products and 100+ years of tradition, they supply trade, industry, and trade customers across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Tiefkühl-Convenience-Backwaren (Frozen Convenience Baked Goods) Core wholesale product line of high-quality frozen convenience baked goods supplied ready for baking or partially baked, targeting trade, industry, and commercial customers across Europe.
• Snacks Diverse range of frozen convenience snack products including Handbrot (hand bread), Käsekrainer snacks, Twisters, Tex Mex snacks, Curry-Chicken-Stange, Pizzatasche, and Käsestangerl for foodservice and retail.
• Süße Backwaren (Sweet Pastries) Sweet pastry products including Plundergebäck (puff pastry pastries), Blätterteiggebäck (flaky pastry), Butter-Hefegebäck (butter yeast pastries), and Minis for foodservice, retail, and industrial buyers.
• Minis Small-portion frozen sweet pastries for on-the-go snacks, desserts, or special occasion treats, including Mini-Sessini, Mini-Plunder, Mini-Apfeltasche, Hefeteig Zimtschnecken, and Mini-Franzbrötchen.
• Croissants Frozen croissant products including sweet varieties (Butterkipferl, Pistaziencroissant, Nougatcroissant) and savory varieties (Korncroissant) for foodservice and retail operators.
• Strudel & Teige (Strudel & Doughs) Frozen strudel products and dough blocks/plates including Blätterteig- and Plunderteigblöcke, Blätter- and Plunderteigplatten, and strudel varieties (Topfen-Strudel, Topfen-Marillen-Strudel, Gemüsestrudel, Butter-Strudel).
• Gebäck (Bread and Rolls) Frozen bread and pastry products including Brötchen (bread rolls), Burger-Brötchen, Baguette & Ciabatta, Gebäck Teiglinge, and Brote (loaves) for foodservice and retail.
• Neuheiten (New Products) New product introductions including Mohnkrone, Nusskrone, Germknödel-Taler, Topfengolatsche Hefeteig, Curry-Chicken-Stange, Pizzatasche, Twister Schoko-Vanille, and Twister Zimt.
• Produktkatalog (Product Catalog) Comprehensive PDF product catalog containing the full range of frozen convenience baked goods, available for download by trade and industry partners.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Delifrance: French-origin bakery company producing frozen viennoiserie, breads and snacks for retail and foodservice in Europe. Direct peer in frozen convenience baked goods with overlapping product categories such as croissants and pastries.
• Europastry: Spanish family-controlled frozen and ambient bakery manufacturer with pan-European reach. Direct peer operating in the same frozen convenience bakery segment with comparable breadth across pastries, breads, and snack products.
• Aryzta: Swiss-headquartered global leader in frozen bakery products for retail and foodservice. Directly comparable as a B2B frozen baked goods manufacturer with multi-category SKU range and European-wide distribution, though significantly larger than Guschlbauer.
• Lantmännen Unibake: Danish/Swedish-owned industrial bakery producing frozen bread and bakery products across Europe. Direct peer with broad SKU range, strong B2B foodservice/retail presence, and multinational footprint.
• Vandemoortele: Belgian family-owned frozen bakery and margarine producer serving retail and foodservice across Europe. Direct peer in the frozen convenience bakery category with comparable product breadth (pastries, breads, snacks) and B2B GTM model.
• Wolf ButterBack: German family-owned frozen bakery producer (part of the Wolf Group) specializing in frozen pastries, strudels and snacks for European retail and foodservice. Highly comparable mid-sized family-business peer with overlapping product categories (strudels, pastries, snacks) and similar DACH-centered B2B model.
• La Lorraine Bakery Group: Belgian family-owned industrial bakery producing frozen and fresh baked goods across multiple European markets. Direct peer with similar family-business heritage, B2B foodservice/retail focus, and broad SKU portfolio including pastries and breads.

Broad incumbents

• McCain Foods: Canadian-headquartered global frozen food company with a smaller bakery/snacking adjacency. Comparable as a broad incumbent in the European frozen foods channel serving retail and foodservice, though not specializing in bakery.
• Grupo Bimbo: Mexican-headquartered global baked goods company with significant European operations (e.g., Bimbo Bakeries, Eurobuns). Comparable as a broad incumbent in the European bakery market, operating at much greater scale than Guschlbauer.
• Flowers Foods: US-listed packaged bakery company. Comparable as a broad incumbent in commercial bakery, though primarily North American and operating in fresh rather than frozen bakery.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GuschlbauerBackwaren
• LinkedInlinkedin.com/company/guschlbauer-backwaren-gmbh
• Instagraminstagram.com/guschlbauer_backwaren

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 Guschlbauer Backwaren