GRIESSON soft cake®: New Brand Identity for the Market Leader in Chocolate Fruit Biscuits

GRIESSON soft cake®, the market leader in the chocolate fruit biscuit segment, is launching a new brand concept that builds on its strengths: a fruitier and more flavorful filling highlights the unique trio of crisp chocolate, fruity filling, and soft biscuit. A special highlight from Griesson - de Beukelaer (GdB) is the new, innovative biscuit branding: each GRIESSON soft cake® now bears either the GRIESSON brand logo or the soft cake name. Starting in July, the new GRIESSON soft cake® will be available in stores in Orange, Cherry, Strawberry, and Orange Milk Chocolate varieties.

“Since 1977, GRIESSON soft cake® has been one of the most popular cookies in the German biscuit market and leads the segment with a market share of around 55 percent. With the new, fruitier brand concept, we are strengthening the GRIESSON soft cake® brand and inspiring not only our many loyal fans but also new consumers. In the coming months, we are planning an extensive advertising and innovation program that will not only energize the GRIESSON brand but also revitalize the entire segment,” says Sibyl Faylor, Head of Marketing at Griesson - de Beukelaer.

New Brand Identity with Maximum Impact
The packaging brings the new brand concept to life: the bold new design features vibrant colors, appetizing fruit imagery, visible biscuit branding, and a premium tactile feel through embossed elements—ensuring strong shelf appeal. A comprehensive campaign will maximize reach: TV and online spots, eye-catching point-of-sale promotions with secondary placements, and special offers will drive purchase intent across a broad target audience and showcase the new brand identity.

Exotic and Refreshing: GRIESSON soft cake® of the Year – Passion Fruit
Starting in July, the GRIESSON soft cake® range will be joined by a refreshingly fruity new addition: the Passion Fruit variety of the year delights with its intense fruitiness and exotic flavor, paired with the beloved combination of soft biscuit and crisp dark chocolate. This trending fruit delivers special moments of indulgence that taste like a vacation all year round.