June 19, 2017

Willem de Bruijn becomes new Global Brand Officer

Willem de Bruijn has become new Global Brand Officer at Bahlsen since 19 June 2017. Mr de Bruijn will be responsible for the entire brand architecture, the global product portfolio and our future innovations of the Bahlsen Group in the newly established international "Brand Strategy" department. Mr de Bruijn will be reporting directly to Management Board member Ms Daniela Mündler.


The 45-year-old marketing expert is Dutch and studied Business Management at the University of Groningen. Following his graduation, he held several positions in the marketing area, for example with Kraft in the Netherlands and in France, before moving to Mondelez in Zurich, where he held the positions of Brand Equity Director and Marketing Innovations Director. In 2015, he joined Jacobs Douwe Egberts in the Netherlands as their Global Marketing & Innovations Director.

March 22, 2017

Bahlsen appoints Daniela Mündler and Michael Hähnel to the Management Board

Bahlsen currently undergoes a reorganisation process in order to meet the changing requirements of global business. To fulfil these requirements, the Bahlsen Group Management Board will gain two new members.

With effect from 1st of May 2017, Daniela Mündler (so far General Manager Bisquiva GmbH & Co KG) and Michael Hähnel (so far General Manager Bahlsen D-A-CH) will be appointed as new members of the Bahlsen Group Management Board, which currently consists of Werner M. Bahlsen (Chairman), Scott Brankin and Helge Wieneke.


Daniela Mündler, born 1973, is currently in charge as General Manager Bisquiva for the private label business at Bahlsen. Before joining Bahlsen, Mündler held several different management positions, including Marketing Director and later General Manager at LVMH (Louis Vuitton Moët Hennessy). Afterwards, she was the General Manager Marketing International at Douglas Perfumery for more than five years. Prior to joining Bahlsen in September 2016, she also was Chief Executive at a digital start-up company.

Michael Hähnel, born 1966, is currently the Chairman of the Executive Board for Bahlsen D-A-CH. Prior to joining Bahlsen, Hähnel was at Beiersdorf AG for many years, where he held several international management positions. As the most recent one, he was in charge of the Management Unit Poland/Baltics. In November 2013, Hähnel joined Bahlsen, where he is managing the business activities in Germany. In 2016, he took over the additional responsibilities for Austria and Switzerland (Business Unit D-A-CH).

“I look forward to working with Daniela Mündler and Michael Hähnel in their new roles”, says Werner M. Bahlsen, Company Owner and Chairman of the Management Board.

March 16, 2017

Bahlsen’s Financial Year 2016: Courage pays off

  • 140,000 tonnes of biscuits and pastries in more than 55 countries
  • Innovative biscuit varieties open up new customer groups 
  • Business Owner Werner M. Bahlsen: “significantly increased volume”

552 million euros in revenue, of which 284 million euros have been generated in Germany: 2016 was a very successful year for the biscuit and pastries manufacturer Bahlsen. The key success factors were the expansion of the company’s international business activities, a consistent focus on consumer wishes and choices, courageous marketing initiatives and product innovations, which particularly appeal to young people. 


Overall, the six factories of Bahlsen produced 140,421 tonnes of biscuits and pastries, which were delivered to countries all over the world (2015: 137,208 tonnes). The number of employees rose to 2,704 (2015: 2,600).

In Germany, which is the most important outlet market for Bahlsen, the company achieved a turnover of 284 million euros (2015: 274 million euros). “We’ve experienced that, especially in turbulent times, the consumers trust traditional German brands such as Bahlsen”, explains Werner M. Bahlsen, Company Owner and Chairman of the Management Board at Bahlsen GmbH & Co. KG.

In 2016, the company introduced a range of new products. The product innovations with the highest turnover in the past year included the international introduction of PiCK UP! minis. The German market saw additional, high grossing product introductions, such as LEIBNIZ Keks’n Cream or BAHLSEN Cookie Chips. “Here at Bahlsen, our first priority is the focus on the wishes and choices of our consumers. In the past couple of months, we have significantly increased the volume of our product and packaging innovations,” states Werner M. Bahlsen.

Another highlight was the 125th anniversary of the original Leibniz butter biscuit, which was celebrated with numerous international events and sales promotions.

This year, Bahlsen will continue to make an impact on the market. One example is that after the US launch last summer, gluten- and lactose-free biscuits were introduced in Germany and Austria in March. With this innovation, Bahlsen caters for those consumers who must or want to avoid gluten and lactose, but at the same time don’t want to make any compromises when it comes to great taste.