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From the Cookie to a Cult Brand

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From the Cookie to a Cult Brand

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A little prince with a big story: this year will see the "Prinzenrolle" chocolate cream sandwich cookie by DeBeukelaer celebrate its 55th anniversary. Being one of the world’s first international brands, the "iconic cookie" has conquered the globe - without losing any of its appeal.

Over 40 million sandwich cookies with their unmistakeable prince imprint are now sold annually by DeBeukelaer. The "Prinzenrolle" success story began as early as in the 19th century when the European market was still dominated by English bakers. 1870 saw the Belgian Edouard de Beukelaer produce a ground-breaking innovation at his tiny baker’s shop: two circular cookies with chocolate cream sandwiched in between. He dedicated his invention to the Belgian successor to the throne naming it "le petit prince fourré". The name De Beukelaer became synonymous with quality and the sandwich cookie a highlight in the range.

Company History

1894 saw the DeBeukelaer company represented for the first time with its own pavilion at the World Expo in Antwerps thereby launching its international success. In 1955 Edouard De Beukelaer II, the company founder’s son, built his first cookie factory in Germany and exported this great Belgian cookie tradition beyond the borders of his country. In 1965 the three major Belgian cookie factories DeBeukelaer, Parein and Victoria merged to form a share-based company, the "General Biscuit Company", which was among the largest in the country operating production sites in Belgium, Germany, the United Kingdom, Italy and Kinshasa in the Belgian Congo.

The turn of the new century saw the two companies Griesson and General Biscuit invest more money than ever before. The synergies generated by the merger resulted in a substantial surge in growth. 2002 saw the completion of the new multi-purpose production hall in Polch. Boasting total useful area of about 17,000 square metres it provides room for six production lines. In 2004 the company charts another course for its future: in Koblenz a state-of-the-art logistics centre was taken into operation scheduled to ensure further expansion in Europe with a total investment of EUR 25 million. By company accounts the air-conditioned warehouse is equipped with eight fully automatic shelf operating devices and storage and retrieval performance of approx. 450 pallets per hour.

The Prince through the Ages

In the decades that followed, the prince’s imprint became the quality seal for one of the first international brands. But the years have also left their mark on the Prince with his appearance adapting over time to the predilections of the age.
The nobleman with feathers on his hat and a cookie in his hand became a modern, dynamic prince now resembling a cartoon hero all in tune with the zeitgeist. And next year will once again see the entire "Prinzenrolle" concept re-launched.

A Classic with Many Faces

The chocolate sandwich cookie is a classic with many faces. Be it as a coin, a mini, pocket-sized or multi-grain cookie: the "Prinzenrolle" and its new versions are known everywhere. Over the years the Prinzenrolle segment has been enhanced to also appeal to today’s consumers. The range now includes the versions "Choco-Duo", "multigrain", as well as "30% less sugar". And for those wishing to enjoy the Prince on the go there are "Prinzenrolle Pocket", "Prinzen" coins and "Prinzenrolle Minis". December this year saw De Beukelaer launch the popular sandwich cookie in a handy multi-pack format (3 x 2 Prinzenrolle cookies) to generate new momentum for the convenience market. The POS launch is supported by an eye-catching secondary placement and by a new App for the iPhone "Twist’n Roll" - available for free download - promoting the Prinzenrolle Pocket format.