At its Polch headquarters, Griesson-de Beukelaer battles rising energy prices from the Iran war and volatile cocoa costs. CEO Dany Schmidt is developing recipes using chocolate and sugar alternatives, as weight-loss injections curb sweet cravings. The traditional company produces brands like Prinzenrolle exclusively in Germany.
In Polch in the Eifel region, Griesson-de Beukelaer produces millions of cookies and cheese sticks around the clock. The up to 100-meter-long baking lines are fully automated, but the optimal browning degree is still checked by the human eye, CEO Dany Schmidt explained during a tour of the halls.
The company manufactures its well-known brands like Prinzenrolle, Soft Cakes, and Leicht & Cross exclusively in Germany. Schmidt expressed concern over the energy price shock triggered by the Iran war.
Extreme fluctuations in cocoa prices are also straining the industry. The trend toward weight-loss injections that reduce appetite for sweets, along with innovative competitors, is forcing new strategies. Schmidt is therefore experimenting with recipes using substitutes for chocolate and sugar.
"Will chocolate cookies become a luxury product, Mr. Schmidt?" one report headlined the challenges.