Bahlsen's Slogans & Taglines

Bahlsen GmbH & Co. KG is a German family-owned biscuit and confectionery company founded in 1889 by Hermann Bahlsen in Hanover, Germany. Originally established as the Hannoversche Cakesfabrik H. Bahlsen with just ten employees, the company pioneered European biscuit manufacturing by introducing the continent’s first assembly line in 1905. Its flagship product, the Leibniz butter biscuit, was created in 1891 and won a gold medal at the 1893 Chicago World’s Fair, establishing the brand’s reputation for quality. In 1911, Hermann Bahlsen coined the German word Keks from the English word cakes, a term that entered the standard German dictionary. Today, Bahlsen operates six production facilities across Germany and Poland, exporting to over 80 countries. Its portfolio spans the Leibniz, Bahlsen, and Pick Up! brands, offering butter biscuits, chocolate-coated biscuits, wafers, seasonal cakes, and snack bars.

Brand messaging has evolved from the 19th-century claim What does humanity eat on the go? Of course, Leibniz Cookie to the contemporary promise Baking with passion, reflecting the company’s transition from a local bakery to a modern, sustainability-focused family business. The enduring TET logo—an ancient Egyptian symbol meaning everlasting—has adorned packaging since 1904, underscoring the brand’s commitment to timeless quality.