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German bakery and snacks manufacturer Griesson-de Beukelaer (GdB) is expanding its presence in the US with the acquisition of DeBeukelaer Corporation (DBC) and its Pirouline brand of crème-filled rolled wafer cookies.

The family-owned company has acquired DBC in Madison, Mississippi, as part of its strategy to grow in the strategically important US market. Alongside the acquisition, GdB plans to make an immediate investment in a new state-of-the-art bakery at the Madison site.

Founded nearly 50 years ago by Peter and Mirelle de Beukelaer, DBC has built its business around European baking traditions and is best known for Pirouline’s distinctive rolled wafer cookies featuring a signature swirled stripe.

The acquisition expands GdB’s existing US activities. Headquartered in Polch, Germany, the company has supplied products to the US market through exports for several years.

DBC generated more than $40 million in revenue in 2025, with its existing workforce now becoming part of GdB following the transaction.

GdB said the acquisition will provide additional growth opportunities in the US while enabling it to expand its portfolio through innovation and new product development.

The company intends to build on DBC’s existing capabilities through investment in manufacturing infrastructure at the Madison location, with quality, competitiveness and product innovation identified as key priorities.

Susanne Gries, shareholder of Griesson-de Beukelaer, said: “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."

Andreas Land, shareholder of GdB, 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."

GdB CEO Dany Schmidt said: “Our goal is to combine the highest quality with competitiveness at all our locations and to win over our customers with excellent, innovative products."

The transaction marks a significant step in GdB’s international expansion, strengthening its manufacturing footprint in the US while bringing the Pirouline brand into the German company’s portfolio.

Top image: © Griesson-de Beukelaer