Royal Peijnenburg

Royal Peijnenburg manufactures gingerbread cakes and cereal snack bars. Gingerbread is a staple Dutch foodstuff known as 'breakfast cake'. The company’s products are sold through all major Dutch retailers. Royal Peijnenburg is over 100 years old and has a royal seal of approval. GEM Benelux acquired Royal Peijnenburg from the founding family.

Key attributes of Royal Peijnenburg were its market leadership in The Netherlands and its widely-recognised brands of gingerbread.

Part of the strategic plan for Peijnenburg was to change the business from a product-orientated to a marketing organisation, supported by a marketing campaign launched including TV adverts and changing the logo to increase brand recognition amongst younger Dutch customers. In addition, Peijnenburg introduced various new products to appeal to younger consumers, that today make up a significant part of the company’s sales. In 2006 Peijnenburg was successfully sold to Belgium listed biscuit company Lotus, ensuring continued (strategic) support for the growth plans of Peijnenburg.