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Bahlsen relocates Rawbite” production to Lower Saxony – Good news!
Bahlsen is moving production of the “Rawbite” brand to Lower Saxony in order to expand in the market for healthy snacks.
Bahlsen relocates Rawbite” production to Lower Saxony – Good news!
A big step for the confectionery industry was recently announced: Bahlsen has decided to move production of its healthy snack bars under the “Rawbite” brand to Germany. To date, these products have been manufactured in Denmark, but in the future production will take place in Barsinghausen near Hanover. The family business, which was founded in 1889 by Hermann Bahlsen and has since been one of the leading manufacturers of sweet pastries in Germany and Europe, did not take this step lightly. As Merkur reported, this change should help to regain a foothold in the “healthy bars” market, which has a total annual turnover of around 600 million euros.
The “Rawbite” brand, which Bahlsen acquired in 2016, has not achieved the desired success in the past. Although the exact number of employees affected by the change in Denmark was not stated, it was said to be a "low number". However, the decision to relocate production to Lower Saxony also means that Bahlsen will continue to produce at home and support local jobs.
A long tradition
Bahlsen has continually reinvented itself over the years. The company has an impressive history and releases around 130,000 tonnes of pastries every year, with the famous Leibniz biscuits, launched in 1891, being one of the most famous productions. Hermann Bahlsen was a pioneer who brought machine-made “cakes” and “biscuits” to Germany and made the company an integral part of the confectionery industry.
The company has not only established itself as a market leader, but also plays an important role in the German economy. The decision to bring production of “Rawbite” back to Germany could show a good hand in getting the brand back on track.
What's next?
How the change will affect Bahlsen's overall strategy remains to be seen. The shift could not only have a positive impact on the local labor market, but also on product availability and sales in the healthy snacks segment. The competition in this area is undoubtedly fierce, and it will be exciting to see how Bahlsen can assert itself in this area.
It is clear that companies like Bahlsen must continue to set the course in the future in order to meet ever-changing consumer needs. The market will show whether “Rawbite” can take the reins with its new production facility. People in this country can hope for a delicious and healthy selection that is ultimately made in their own country.