Our Tradition is the Foundation for Tomorrow’s Needs.

02/06/2026

Alexander Haselbach on roots, transformation and DEH’s path forward.

For more than 38 years, DEH has stood for expertise in frozen bakery goods rooted in the German SME sector. What began as a bold idea has grown into an internationally expanding family business – firmly grounded in bakery tradition and consistently focused on meeting the needs of tomorrow. With a clear emphasis on transformation, market insight and the ambition to translate tradition into modern solutions.

In the current Interview of the Month in TK Report, Alexander Haselbach shares how DEH transforms tradition into contemporary solutions and strategically positions itself for the future. Watch the video to discover what drives DEH today – and where the journey is heading.

Watch the video now!
Note: The video is only available in German.

DEH invests strategically in modern production sites, efficient processes and new technologies. The goal is to further develop classic products and adapt them to the evolving needs of customers and markets – without losing sight of the company’s roots.

“We combine bakery tradition with contemporary product ideas.”

A key focus lies on sweet and savoury snacking. This is where DEH truly feels at home. Snacks are flexible, versatile and reflect changing consumer behaviour. As a result, new product ideas are emerging precisely in this segment, allowing DEH to further specialise and position itself clearly in the market.

Currently, around 23 percent of production is in-house, with a clear objective to significantly increase this share. At the same time, DEH sees itself as a gatekeeper for European partners, translating their products and concepts for the German market. Not producing everything in-house, but combining strengths in a targeted way, is a core part of the concept.

Over recent years, DEH has made focused investments in sites, logistics and processes. Four locations, modern production lines and its own frozen warehouse form a strong foundation for continued growth.

Looking ahead, the direction is clear: the export share is set to rise significantly in the coming years. Internationalisation thus becomes the next logical step in DEH’s corporate development. With a clear export strategy, strong European partners and a modern brand positioning, transformation is not only lived – it is made visible.

DEH remains what it has always been: a reliable partner with strong roots and the ambition to actively shape the bakery world of tomorrow.

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