Ueli of Beck

What Ueli of Beck does

Ueli der Beck AG is a family-owned Swiss bakery and confectionery company headquartered in Urtenen-Schönbühl, Canton of Bern, operating three retail locations (Urtenen-Schönbühl main store with Kafi Gipfel tea room, Frische-Insel multi-vendor concept, and Zollikofen branch) alongside a regional delivery service. Founded April 1, 1982 by Ueli and Hedwig Schweingruber and transferred in 2012 to second-generation owners Manfred Hasler and Regula Hasler-Schweingruber, the company employs 51-100 people and produces over 20 bread varieties daily, plus pastries, tortes, cakes, chocolates, snacks, and event catering. Distribution combines walk-in retail, a Kafi Gipfel dine-in tea room, a B2B delivery van (Znüni-Wagen) serving hotels, restaurants and offices, postal shipping within Switzerland, and an online shop.

The core technology is traditional handcrafted production using Swiss flour, natural yeast, and time-leavened doughs without artificial additives, supplemented by a chocolate manufactory using Felchlin AG couverture. Digital infrastructure is limited to standard web tooling (Google Analytics, Tag Manager, Maps, Web Fonts, Global Site Tag) and PayPal payment integration; no proprietary AI, automation, or platform architecture is evident. The Haselnusszopf product has won a Gold Medal at the Swiss Bakery Trophy, providing third-party quality validation.

Revenue is generated through unit-priced retail sales (e.g., CHF 1.70 butter croissant, CHF 5.80/kg Ruchbrot), café/gastro food and beverage service, event catering with advance ordering, B2B delivery contracts, online shop sales, and a prepaid Kundenkarte loyalty card (50/100/200 CHF loads with 10% bonus). Customer segments split between individual consumers (primary) and HoReCa plus event organizers (secondary), with no disclosed anchor enterprise customers and pricing structured for distributed walk-in volume rather than large contracts.

Name

Ueli of Beck

Legal name

Ueli der Beck AG

Website

https://ueli-der-beck.ch

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

Ueli der Beck AG is a family-owned Swiss bakery and confectionery company operating three retail locations and a tea room in the Bern region, producing handcrafted breads, pastries, cakes, and event catering with regional delivery service.

Ownership category

akta.pro rank

Product category

Artisanal Bakery and Confectionery

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181), Baked Goods Retailers (445291), Commercial Bakeries (311812)

SIC

Bakery Products (2050), Retail-Food Stores (5400), Retail-Eating Places (5812)

akta.pro primary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Frozen & Par-Baked Bakery Production (THAFAFAK), Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Artisanal bakery products
• Handcrafted confectionery
• Tea room dining
• Catering and event services
• Bakery delivery service

Headquarters

HQ city

Urtenen

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Bakery Sales: Direct sales of fresh bread, pastries, cakes, tortes, and confections through three physical store locations in Urtenen-Schönbühl, Zollikofen, and Frische-Insel
2. Café/Gastro (Kafi Gipfel): In-house tea room serving freshly cooked menus, coffee, tea, and house-made desserts for dine-in customers
3. Loyalty Card (Kundenkarte): Prepaid customer card loaded with credit; discounts offered on loaded amounts (50CHF for 45CHF, 100CHF for 90CHF, 200CHF for 180CHF)
4. Catering & Event Orders: Pre-order catering for events including canapés, party breads, party pastries, and dessert buffets with advance notice requirements
5. Delivery Service: Delivery to hotels, restaurants, offices, and event venues in the region; terms arranged in advance or through fixed delivery routes

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Ueli der Beck is a traditional Swiss bakery and confectionery producing handcrafted breads (over 20 daily varieties), pastries, cakes, tortes, chocolates, and snacks from regional ingredients without artificial additives. The company sells these products through three physical retail stores in the Bern region, an in-house tea room (Kafi Gipfel), a delivery service to hotels, restaurants, offices, and events, and an online shop with postal shipping within Switzerland.

Product overview

Ueli der Beck is a traditional Swiss bakery and confectionery company offering a diverse portfolio of products and services across three physical locations. The core offerings include the Bäckerei (bakery) with freshly baked breads and pastries, Konditorei & Confiserie (pastry and confectionery) featuring handcrafted cakes and chocolates, and Snacks & Apéro (snacks and appetizers) for events. The Kafi Gipfel tea room provides in-store dining with fresh menus and beverages. Additional services include a delivery service for hospitality businesses, a customer loyalty card program, and an online shop with home delivery. The company emphasizes traditional handcraft methods using regional ingredients without artificial additives.

Differentiator

Problem solved

Functional benefit

Products and services

• Bäckerei (Bakery) Freshly baked handcrafted breads in over 20 daily varieties (including rye, spelt, and whole grain), pastries (Gipfeli, Buttergipfeli, Berliner, Russenzopf), butterzopf, and specialty items like apple strudel, fondue cake, and Haselnusszopf, made from high-quality Swiss flour and natural yeast using traditional handcraft methods. Sold at three retail locations in the Bern region.
• Konditorei & Confiserie (Pastry & Confectionery) Handcrafted patisserie, cakes, tortes, chocolates, pralines, and desserts made by trained confectioners using Felchlin AG Swiss chocolate couverture with sustainably sourced cocoa. Includes seasonal specialties, wedding cakes, custom photo tortes, dessert buffet items, and Gelati made to an old Italian recipe.
• Snacks & Apéro Takeaway snacks, canapés (half-size Fr. 3.00/stück, quarter-size Fr. 2.20/stück), party breads (Party-Parisette in 45/90/170 cm sizes), appetizer cakes, party pastries, and fresh salads for events and gatherings. Available with advance ordering (e.g., canapés require 1 day advance notice by 16:00).
• Kafi Gipfel (Tea Room) Traditional Swiss tea room inside the main Urtenen-Schönbühl store, serving freshly prepared menus, house-made cakes and tortes, Blaser coffee, 7 Länggass-Tee specialty teas, and Gelati made to an old Italian recipe. Provides dine-in seating for customers in the Bern region.
• Lieferservice (Delivery Service)
• Kundenkarte (Customer Loyalty Card)
• Online Shop
• PacDesigner (Custom Packaging Design)
• Haselnusszopf (Hazelnuss Plait)

Quantifiable outcome

• Over 20 varieties of bread and fresh pastries baked daily

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Felchlin AGminorOthersSwiss chocolate couverture supplier for the chocolate manufactory. Felchlin produces chocolate in Switzerland sourcing cocoa directly with consideration for people and nature in producing countries.
• BlaserminorOthersCoffee supplier for Kafi Gipfel tea room. Blaser coffee served to customers during their café experience.
• Loeb-Lebensmittel BernminorChannel Partner/ Reseller/ DistributorFormer in-store bakery location within Loeb department store in Bern. Opened April 1, 1982; closed April 2020. First location before moving to own stores.
• Frische-InselcoreChannel Partner/ Reseller/ DistributorCo-located retail concept featuring bakery, cheese shop, and butcher under one roof plus vegetables, fruits, and wine. Frische-Insel opened March 8, 2014. Located in Urtenen area.

Scale indicators5 records

Recent moves21 records

Expansion highlights6 records

Direct peers

• Confiserie Sprüngli AG: Premium Swiss confectionery, patisserie, and tea-room chain operating multiple Zurich flagship cafés. Closest analog to Ueli der Beck on handcrafted quality, traditional methods, multi-format retail plus dine-in, and Swiss heritage brand positioning.
• Confiserie Bachmann: Swiss bakery and café chain with multiple retail locations, a strong patisserie/confiserie offering, and operating hubs across central Switzerland. Directly comparable on retail bakery plus tea-room format and on handcrafted confectionery positioning aimed at daily-need and gift occasions.
• Hug Familie AG: Long-established Swiss family-run bakery business with multiple retail locations and a national distribution footprint. Comparable to Ueli der Beck on multi-site bakery operations, family ownership, and traditional Swiss baking methods supported by specialty product lines.

Regional players

• Bäckerei Wüthrich: Multi-site regional Swiss bakery chain headquartered in the Berne region. Operates the same blend of fresh daily bread, pastries, and confectionery in a comparable radius, putting it in the closest direct competitive set for Ueli der Beck within the Bernese market.

Broad incumbents

• Jowa AG: Bakery subsidiary of the Migros cooperative, producing industrial volumes of bread, pastries and confectionery for distribution across Migros retail channels across Switzerland. Sets the price-and-volume benchmark that Ueli der Beck's Bäckerei range must differentiate above in the same Swiss market.
• Hiestand (Aryzta): Swiss-origin industrial bakery producing bread, pastries and snack products for retail and foodservice across Switzerland. Functions as a broad incumbent in the same bakery category, anchoring the supermarket-shelf alternative to Ueli der Beck's retail offer.
• Coop (own-brand bakery): Switzerland's second-largest grocery retailer, operating in-store bakeries and own-label fresh bread across its store network. A mass-market incumbent competitor in the same Swiss consumer bakery category; benchmark for pricing discipline and category share.

Others

• Felchlin AG: Swiss premium chocolate-couverture manufacturer and supplier to high-end confectioners, including Ueli der Beck for its Konditorei line. Compared here as an enabling ecosystem partner embedded in the same premium-confectionery story rather than as a direct retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/ueli-der-beck-ag

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 Ueli of Beck