Griesson ‑ de Beukelaer Announces Acquisition of DeBeukelaer Corporation

Griesson ‑ de Beukelaer (GdB), a modern family-owned company with more than 100 years of tradition, is one of Germany’s leading manufacturers of cookies and snacks, is acquiring DeBeukelaer Corporation (DBC) in Madison, Mississippi, and its Pirouline brand, a popular American brand of creme-filled rolled wafer cookies famous for their signature swirled stripe. In addition to the acquisition of the existing business, an immediate investment in a state-of-the-art bakery at the same location is planned.

Driven by a strong commitment to innovation, quality, and consumer enjoyment, the company is expanding its operations in Madison. This acquisition opens up additional growth opportunities in the strategically important U.S. market for Griesson ‑ de Beukelaer, where the family-owned company, headquartered in Polch, Germany, has been successfully exporting for years.  

“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,” says Susanne Gries, shareholder of Griesson ‑ de Beukelaer. “Not only the historical coincidence of our shared name, but also the common entrepreneurial DNA of both family-owned companies strengthens our confidence that this step will help us successfully shape the future of our company. 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,” adds Andreas Land, shareholder of Griesson ‑ de Beukelaer.

Peter and Mirelle de Beukelaer founded DBC nearly 50 years ago. Drawing on European baking traditions and driven by great passion, they built a successful family business that is now set to pass into new, responsible hands. In 2025, the dedicated team of employees generated revenue of over 40 million U.S. dollars. The targeted expansion of the portfolio is being carried out with a clear focus on innovation, new products, and the highest quality as the key drivers of further growth.

“We are united by a shared conviction that, as a family-owned business, we will achieve long-term success. We value the dedication and passion of the DeBeukelaer Corporation team. Our goal is to combine the highest quality with competitiveness at all our locations and to win over our customers with excellent, innovative products,” says Dany Schmidt, CEO of Griesson ‑ de Beukelaer.