In an impressive move, Griesson de Beukelaer, a notable German biscuits manufacturer, is committing around €100 million ($117.5 million) to enhance production at its Wurzen facility in Saxony. This decision reflects the company’s strategic intent to bolster its market presence and increase operational efficiency.
According to a recent statement, the family-owned business plans to construct a new production hall and a logistics center equipped with an advanced automation “high-bay” warehouse at the Wurzener Dauerbackwaren plant. This expansion not only signifies growth but also a modernized approach to biscuit production.
Additionally, the company will introduce a contemporary social and administrative building at the site. This comprehensive investment also encompasses the integration of “state-of-the-art” technologies to improve manufacturing processes and product quality.
The expansion project is projected to reach completion by 2027. This development will significantly enhance Griesson’s production capacity for its popular fruit-filled chocolate biscuits, which are available in an array of flavors, including orange, cherry, and strawberry.
Beyond Wurzen, Griesson de Beukelaer operates two more production facilities located in Polch and Kahla. The company boasts a diverse portfolio of well-known brands, such as Griesson, De Beukelaer, Prinzen Rolle, Leicht & Cross, and Cereola. Furthermore, Griesson also supplies a range of private-label products, fortifying its position in the competitive market.
With this expansion, Griesson anticipates creating up to 100 new job opportunities. These roles will span various professional domains, including electronics technicians, food technologists, and engineers, alongside valuable apprenticeships aimed at nurturing the next generation of talent in the industry.
CEO Dany Schmidt articulated the company’s vision, stating: “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 characterize our team and our work in a sustainable and crisis-proof industry.” Such commitment underlines Griesson’s proactive approach to both growth and sustainability.
Notably, Griesson de Beukelaer made its landmark entry into the UK market in 2014, successfully launching its product line featuring ChocOle and DeBeukelaer cookies in Tesco stores. This strategic move not only expanded their footprint but also solidified their reputation in the sweet biscuits arena.ility.
