More than any other company, Bahlsen has made its mark on the market for sweet baked goods in recent decades. In a history going back over 125 years, we have developed and sold some 5,000 products. Of course these included the popular LEIBNIZ Butter Biscuits and "First Class" Wafers, which have delighted consumers for more than 100 years.
An interdisciplinary team plays a key part in the numerous innovations. It constantly tracks down new trends, takes account of changing consumer habits and perceives tastes and preferences, in order to develop new products that delight both long-established and new fans of Bahlsen. It is equally important to meet not only European tastes, but also those of Middle East, China and the USA.
In recent years, eating habits have also changed: people are often on-the-go and are also snacking more often. We have therefore launched a number of innovative snacking products such as mini-cakes, individually packaged cookies and unique wafer-thin biscuits called Cookie Chips.
The most successful product introduction of the past few years was the international launch of the PiCK UP! biscuit bar. Consisting of a real bar of chocolate between two biscuits, it is especially appeals to young adults. Almost ten million Euros were invested in the new production plant in Berlin. Since 2016, the bar has also been available on international markets in a convenient snacking format as a PiCK UP! minis.