Manner Josef & Comp

What Manner Josef & Comp does

Manner Josef & Comp AG is a Viennese confectionery manufacturer founded in 1890, headquartered in Vienna, Austria, and publicly listed on the Vienna Stock Exchange (vie:MAN). The company produces wafer-based and chocolate confectionery products in-house at its Vienna facility, with its flagship being the Manner Original Neapolitan Wafers (Neapolitaner Schnitten), thin wafers filled with hazelnut cream and coated in chocolate, sold in iconic pink packaging. The portfolio spans core wafer products (Original, Lemon Cream, Whole Grain variants), Snack Minis portion-controlled formats, gingerbread, baking products (chocolate couverture and cocoa), digital gift vouchers, and branded merchandise, supplemented by sub-brands Casali (rum balls), Victor Schmidt (Mozartkugeln), Ildefonso (bonbonniere), Napoli, and Dragee Keksi.

The company operates a multi-channel distribution model combining direct-to-consumer e-commerce through shop.manner.com (operated by KASTNER Group's myProduct GmbH), company-operated physical retail shops in Austria, and wholesale distribution through supermarkets, specialty food stores, and gift shops across nine countries (Germany, Austria, Hungary, Croatia, Slovakia, Czechia, Slovenia, Poland, and the United States). Revenue mechanics are split between DTC unit sales at price points ranging from €2.19 (Snack Minis 5x25g) to €44.99 (Surprise Box 2500g), physical retail transactions, and wholesale supply to B2B customers including retailers, hotels, restaurants, and corporate gifting clients. Manner emphasizes Fairtrade certified cocoa, clean-label ingredient initiatives (30% sugar reduction in Whole Grain line), and in-house Vienna production as core quality and sustainability differentiators.

Name

Manner Josef & Comp

Legal name

Josef Manner & Comp AG

Website

https://manner.com

Company type

Private

Founded year

1890

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Manner Josef & Comp AG is a 1890-founded Viennese confectionery manufacturer producing flagship hazelnut-cream wafer products and a multi-brand portfolio, selling through DTC e-commerce across nine countries, company-operated retail shops in Austria, and wholesale distribution to retail, hospitality, and corporate gifting customers.

Ownership category

akta.pro rank

Product category

Confectionery Manufacturing

NAICS

Confectionery Merchant Wholesalers (42445), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Sugar & Confectionery Products (2060), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Confectionery (Candy & Chocolate) Wholesale (AFAIAFAC)

akta.pro secondary industries

Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM), Chocolate & Confectionery Shops (THAFAGAD), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Confectionery products
• Wafer manufacturing
• Austrian sweets
• Chocolate dragées
• Branded merchandise

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company operates an online shop (shop.manner.com) selling products directly to consumers. Products include wafers, biscuits, chocolates, and gift packs with various packaging sizes. The shop is operated by myProduct GmbH as part of the KASTNER Group.
2. Retail Store Sales: Physical Manner shops located in Austria selling products directly to consumers, including the flagship Original Neapolitan Wafers and other confectionery products.
3. Wholesale/Distribution: Distribution through retail channels including supermarkets, specialty food stores, and gift shops in Austria and internationally.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Josef Manner & Comp AG manufactures and sells traditional Viennese confectionery products, with the flagship Original Neapolitan Wafers (hazelnut-cream-filled, chocolate-coated wafers in iconic pink packaging) as its anchor product. The portfolio extends to wafer variants (Lemon Cream, Whole Grain, Snack Minis), chocolate products (Mozartkugeln, pralines), rum balls, bonbonnières, gingerbread, baking ingredients, and branded merchandise, sold via direct e-commerce, physical retail shops, and wholesale channels.

Product overview

Manner Josef & Comp AG is a Viennese confectionery company founded in 1890, specializing in wafers, marshmallow candy, and chocolate dragées. The company operates under a multi-brand portfolio strategy, with its flagship Manner Original Neapolitan Wafers at the core, supplemented by sub-brands Casali (rum balls), Victor Schmidt (Mozartkugeln), Ildefonso (bonbonniere), Napoli, and Dragee Keksi. The product range includes the classic Neapolitaner Schnitten (hazelnut cream-filled wafers), fruit variations (lemon), whole grain healthier variants, Snack Minis for on-the-go consumption, gingerbread, baking products (chocolate couverture, cocoa), and branded merchandise. Products are sold through the Manner online shop, physical retail stores, and various e-commerce marketplaces. The company emphasizes quality ingredients including Fairtrade cocoa and Austrian production.

Differentiator

Problem solved

Functional benefit

Brands

• Casali: Brand specializing in rum balls and confectionery products.
• Victor Schmidt
• Ildefonso
• Napoli
• Dragee Keksi

Products and services

• Manner Original Neapolitan Wafers

Quantifiable outcome

• 30% sugar reduction achieved in Whole Grain Wafers product line

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• myProduct GmbHcoreChannel Partner/ Reseller/ DistributormyProduct GmbH operates the Manner e-commerce platform (shop.manner.com) as an e-commerce service provider (ECaaS). The company handles online sales operations, customer service, payment processing, and order fulfillment for Manner products. myProduct is part of the KASTNER Group since 2015 and specializes in online distribution of Austrian quality products.
• KASTNER GroupcoreStrategic or Co-development PartnerThe KASTNER Group, through its subsidiary myProduct GmbH, provides e-commerce infrastructure and services for Manner's online operations. The Group operates the myProduct Shop Network, which specializes in information and distribution of Austrian quality products.
• FairtrademinorOthersManner uses 100% Fairtrade certified cocoa in their Snack Minis products produced in their Vienna facility. This certification ensures sustainable cocoa sourcing practices.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ferrero: Global confectionery incumbent with hazelnut-chocolate products (Nutella, Ferrero Rocher, Mon Chéri) directly competing with Manner's hazelnut cream wafers. Significantly larger scale but overlapping category and consumer base.
• Mondelez International: Global confectionery and biscuits giant (Milka, Toblerone, Cadbury) competing with Manner across European biscuit and chocolate segments. Operates as a broad incumbent dominating retail shelf space in Manner's core markets.
• Storck: German family-owned confectionery manufacturer producing chocolate and sugar confectionery brands (Merci, Toffifee, Werther's Original). Comparable in family-owned heritage and European market focus, though operating at larger scale and broader product range.
• Lindt & Sprüngli: Swiss premium chocolate manufacturer with comparable heritage, premium positioning, and European brand strength. While focused on chocolate rather than wafers, Lindt competes for premium gifting occasions and shelf space in similar retail channels.

Emerging players

• Original Beans: Premium bean-to-bar chocolate manufacturer emphasizing ethical sourcing and Fairtrade certification. Comparable to Manner in sustainability positioning and premium chocolate offering, though focused on bar chocolate versus wafers.
• Heinz Guglielmetti (HG) Wafer: Italian wafer and confectionery specialist with comparable product format to Manner wafers. Smaller scale and focused on Italian market, but represents regional competition in the wafer category across southern European retail.

Direct peers

• Bahlsen: German biscuit and wafer manufacturer with comparable heritage (founded 1889), portfolio of branded biscuits (Leibniz, Pick Up), and Central European distribution strength. Operates as a direct comparable in branded wafer/biscuit category.
• Loacker: South Tyrolean wafer and confectionery manufacturer with a comparable family-owned heritage and direct-to-consumer positioning. Loacker competes directly in the wafer/snack segment with a similar brand storytelling emphasis on Alpine origin and quality ingredients.
• Piasten: German wafer manufacturer specializing in private-label and branded wafer products. Comparable in wafer manufacturing capabilities and European market focus, though more focused on private-label versus Manner's branded approach.

Regional players

• Zotter Schokoladen: Austrian premium chocolate manufacturer with similar Austrian heritage, bean-to-bar philosophy, and direct-to-consumer e-commerce focus. Competes for Austrian tourist and gifting share with Manner, though primarily chocolate rather than wafer-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MANNERmagmaneben
• Facebookfacebook.com/Manner.Freunde
• Instagraminstagram.com/mannerfriends
• Pinterestpinterest.at/mannerfreunde

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Manner Josef & Comp