Griesson de Beukelaer (GdB), the German biscuit and snack manufacturer, is acquiring DeBeukelaer Corporation (DBC), a US manufacturer of cream-filled rolled wafer cookies located in Madison (MS).
The deal includes DBC’s Pirouline brand, famous for its signature swirled stripe. Alongside the acquisition of the existing business, GdB plans to make an immediate investment in a state-of-the-art bakery at the same location.
The transaction opens up additional growth opportunities in the US market, where the family-owned company, headquartered in Polch, Germany, has been exporting for years.
Commenting on the acquisition, Susanne Gries, shareholder of Griesson de Beukelaer, said: “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”.
Founded nearly 50 years ago by Peter and Mirelle de Beukelaer, DBC generated revenue of over $40 million in 2025.
Source: Griesson de Beukelaer
