Overview
- Bahlsen says it has cut wholesale prices on selected products, with the first reductions already showing up on store shelves.
- CEO Alexander Kühnen says earlier hikes were driven by surging chocolate costs and now sees room to reduce prices as markets stabilize.
- The company will not change long-standing recipes, arguing that a shift in taste would erode customer trust, which aligns with its family-owned, long-term approach known in-house as thinking in generations.
- After a loss in 2022, Bahlsen reported 2024 revenue of €644.6 million and an operating result of €63.6 million, though it has faced falling volumes and lost market share.
- Kühnen wants Bahlsen to be viewed as a tough rival within three years against players like Ferrero and Mondelez, while peers such as Lindt & Sprüngli are also trimming prices, which could bring broader relief for shoppers.