More international presence through expansion of the brand strategy
With “bakehouse Australia”, we are now launching our own label exclusively for the Australian market. This brand will be presented to the public for the first time at Fine Food Australia in Sydney from September 8 to 11, 2025. The aim is to provide high-quality European baked goods solutions specifically for the food service and bulk consumer sector in Australia.
Following the successful launch of “bakehouse USA” in the spring of this year, we are thus consistently continuing our international orientation.
The establishing of “bakehouse Australia” is based on a long-standing partnership with the local bakery chain “Lüneburger German Bakery”, which is now being expanded under our own brand management. The aim is to combine international quality with regional market knowledge – tailored to the requirements of professional customers along the entire value chain.
“With ‘bakehouse Australia’, we are consistently pursuing our strategy of serving regional markets with tailor-made solutions without losing sight of our roots,” says Christian Sommer, Head of Purchasing & Sales. “The retail brand is part of a long-term strategy to sharpen our international focus through strong, market-specific appearances.”
The range on offer covers almost the entire spectrum of the Backshop portfolio – including breads and rolls from the “Backshop powered by Jochen” line, which are characterized by their distinctive taste and artisan-inspired recipes.
“It’s great to see the importance of genuine European baking culture worldwide, especially German bread culture,” says Patrick Meins, Sales Director (DACH) at Backshop. “Thanks to our long tradition and our strong network, we can meet this international demand in a targeted manner. The fact that our products are also appreciated far beyond Europe’s borders makes us proud and shows that quality and craftsmanship are convincing internationally. The close cooperation with local partners opens up completely new opportunities for us and allows us to develop the market efficiently together.”
With bakehouse Australia, we are positioning ourselves as a competent provider of reliable, high-quality and practical baked goods solutions – also on the Australian continent.