German biscuits manufacturer Griesson – de Beukelaer is investing around €100m ($117.5m) to boost production at its factory in the eastern town of Wurzen.
In a statement, the family-owned company said it will build a new production hall as well as a logistics centre with an automated “high-bay” warehouse at the Wurzener Dauerbackwaren plant.
The group will also add a “modern” social and administrative building at the site, while the investment also includes the adoption of “state-of-the-art” technologies.
Slated for completion by 2027, the expansion will increase production capacity for Griesson – de Beukelaer’s fruit-filled chocolate biscuits, which are available in a range of flavours such as orange, cherry and strawberry.
The company also operates two other production facilities in towns further west in Polch and Kahla.
Its brands include Griesson, De Beukelaer, Prinzen Rolle, Leicht & Cross and Cereola. The company also supplies private-label products.
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By GlobalDataThe expansion at Wurzen is expected to create up to 100 jobs, including roles for electronics technicians, food technologists, engineers, and apprenticeships for those starting their careers.
CEO Dany Schmidt said: “With the future strength of a high-performance family business, we are continuing the development at our Wurzener Dauerbackwaren plant. Dedication and passion for baking characterise our team and our work in a sustainable and crisis-proof industry.”
Griesson – de Beukelaer, which has its headquarters in Polch, generated turnover of €723m in 2024, up 5% year on year.
Announcing the result in January, the company said the increase in turnover came from “necessary price increases and changes in the product mix”.
It was the first time Griesson – de Beukelaer had made a turnover of more than €700m. “In addition to the branded business, sales in the private label segment also developed positively,” Schmidt said in a statement at the time.
Around 55% of its sales are generated outside Germany.
