German Cookie Giant Moves Into U.S. Market With Pirouline Acquisition Griesson de Beukelaer, one of Germany's leading cookies and snacks manufacturers, has acquired DeBeukelaer Corporation and its Pirouline brand, a U.S.-based maker of creme-filled rolled wafer cookies. The company plans to invest in a state-of-the-art bakery facility at the existing Madison, Mississippi location. The move marks a significant expansion for Griesson de Beukelaer into the U.S. market, where the family-owned company has exported products for years, primarily through private-label arrangements with retailers including Costco, Aldi, Trader Joe's, and Lidl. DeBeukelaer Corporation, founded nearly 50 years ago by Peter and Mirelle de Beukelaer, generated over $40 million in revenue in 2025. The acquisition represents a convergence of two family-owned bakery businesses with shared European baking traditions. "With the acquisition of DeBeukelaer Corporation, we are implementing our growth strategy and fulfilling a long-cherished dream—one shared by our father, Heinz Gries," said Susanne Gries, shareholder of Griesson de Beukelaer. "Not only the historical coincidence of our shared name, but also the common entrepreneurial DNA of both family-owned companies strengthens our confidence that this step will help us successfully shape the future of our company." Andreas Land, shareholder of Griesson de Beukelaer, added: "The de Beukelaer family's life's work commands our full respect, and, at the same time, serves as a commitment to a successful future." Dany Schmidt, CEO of Griesson de Beukelaer, stated: "We are united by a shared conviction that, as a family-owned business, we will achieve long-term success. We value the dedication and passion of the DeBeukelaer Corporation team. Our goal is to combine the highest quality with competitiveness at all our locations and to win over our customers with excellent, innovative products." Griesson de Beukelaer operates production facilities in Polch (Rhineland-Palatinate), Kahla (Thuringia), and Wurzen (Saxony), and produces brands including Griesson, De Beukelaer, Prinzen Rolle, LEICHT&CROSS, and Cereola, alongside various private-label products. The company also holds a majority stake in NORA Banketbakkerij in Maastricht, Netherlands.
Why It Matters
For U.S. foodservice operators and retailers, the Griesson de Beukelaer acquisition signals deepened European competitive presence in the American cookies and snacks category. The planned facility investment suggests the company intends to localize production and potentially expand distribution beyond current private-label arrangements, which could reshape market dynamics in the shelf-stable baked goods segment.
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Written by FBM Publications Editors
