Griesson-de Beukelaer Acquires Owner of Pirouline Brand
German biscuit manufacturer Griesson-de Beukelaer has acquired DeBeukelaer Corp., the owner of the US-based Pirouline creme-filled wafer brand. The acquisition is expected to unlock growth opportunities in North America, where the company already generates a significant portion of its revenue. Financial terms were not disclosed. The Madison, Mississippi-based business reported over $40 million in revenues for 2025 and will see further investment from Griesson-de Beukelaer, including plans for a new state-of-the-art bakery facility at the site that is expected to create 30 jobs. The company also announced an additional $70 million investment in Mississippi, which includes renovating another existing facility. Griesson-de Beukelaer reported €783 million ($892.3 million) in revenue for 2025, with a year-on-year increase of 8%, driven by raw material price increases and product mix changes.
Topics: acquisition biscuit industry investment US expansion