2002

In 2002, Bahlsen introduces its new brand strategy at the worldwide biggest trade fair of the confectionery industry, the ISM in Cologne. Since that date, only two umbrella brands – Bahlsen and Leibniz – represent the company throughout the world. Due to clear positioning and a new pack design, Bahlsen stands for daily indulgence, whereas Leibniz is the brand for smaller snacks in between meals.