Bahlsen intends to kick off jubilee year

After a “very work-intensive” year in 2013, during which the Bahlsen Group increased total revenues slightly by € 1 m to € 527 m, the Hannover-based company is starting its jubilee year confidently with a new organisational structure and new brand logo. “As number one, we will act with more boldness and confidence and actively promote the market," explains Werner-Michael Bahlsen about the new structure and its goal of stronger international orientation and focus on strategic product groups. The strategic level is now in holding, while at the operative level production and sales will be better coordinated in the future.

In particular, nine innovative and modern products, which will debut with the new, dynamic Bahlsen logo, will attract new buyers beginning in May 2014. In addition, new Leibniz products like “Party Fun” and “Boo Huus” will be launched as well as a new design of the Bahlsen seasonal articles. At the same time, the group’s marketing budget will be boosted significantly from € 30 m to € 43 m in celebration of the company’s 125th year of operation.

Bahlsen will invest again in 2014 with around € 30 m in existing and new facilities. The Polish factory was expanded considerably in 2013 due to investment. In the new production hall, which in the interim has just one line that produces "Life" and "Boo Huus", additional lines will be put into operation. “We want to grow extensively in Germany and abroad,” says the owner, whose equity ratio is well over 40 per cent. Sales on the German market receded slightly by € 3 m at € 272 m in 2013.

www.bahlsen.com