Lorenz Snack-World is an independent family-owned company, one of the leaders in the European snack market. Manufactures and markets chips, salted straws and pretzels, extruders, crackers and nuts in more than 80 countries around the world. Around 2400 employees at the head office in Neu-Isenburg (near Frankfurt) and subsidiaries in Germany, Austria, Poland and Russia contribute to the development of the brand.
The company dates back to 1889, when its founder Hermann Balsen received the rights to the Fabrikgeschäft englische Cakes und Biscuits factory. He named the new company Hannoversche Cakesfabrik H. Bahlsen. At first, the production employed only ten people.
At the beginning of the XNUMXth century, the factory launched the first packaging line in Europe.
In 1919, the factory passed to the sons of Hermann Balsen: Hans, Werner and Klaus. A team of young leaders carried out the modernization and restructuring of the company. By this time, salty snacks are becoming popular in the product line.
In 1935 the company started producing Salzletten sticks from Balsen (today - Saltletts classic sticks). Their recipe was brought by Klaus Balsen from his trip to the USA.
In 1951, the factory introduced the first automated production of chips in Europe! At this time, chips are gaining special popularity in European countries (including due to the presence of American soldiers). German engineer Heinz Flessner establishes Flessner KG in Neu-Isenburg and supplies the US Army with the first chips from Germany.
In 1963, the factory introduces the first curved ErdnußLocken extruders on the German market! These delicious snacks have been marketed in France since 1960 under the Curly brand.
Thanks to the purchase of shares in the Hamburg company "Liebelt", the assortment of the company is increased, and nuts appear in it.
In 1964, the Hermann Balsen Factory buys shares in Flessner KG in Neu-Isenburg and sells its products under its own name.
In 1968 the company opens the most modern chips factory in Europe in Neunburg, Germany.
To meet the growing demand for potato chips, a second factory was built in 1972 in Hankensbüttel, Germany.
In 1974-75, Werner Balsen's sons Lorenz and Werner joined the company.
1985 Balsen acquires the remaining shares of Flessner.
In 1992, the company acquired the Polish snack manufacturer Unimarex, from which moment Balsen began its strategic investments in the growing markets of Eastern and Southern Europe.
In the same year, the company launched the production of Crunchips, which the company still calls this brand the most important for itself.
In 1993, the Balsen Group of Companies changed its structure and formed two segments: "Sweets" and "Snacks". The snack company operates independently under its own name: Bahlsen Picanterie.
In the same year, NicNac's was launched, the first independent brand on the nut market.
In 1999, the snack business gained independence: an absolutely independent company "Lorenz Bahlsen Snack-Group" appeared with headquarters in Neu-Isenburg, Germany.
In 2001, the Bahlsen Picanterie logo is replaced by the Lorenz Snack-World logo.
A marketing and sales division is opened in Austria, which coordinates the company's activities not only in Austria, but also in the Balkans. The company's office is located in Klagenfurt.
In 2003 Salzletten was renamed Saltletts. Lorenz Snack-World introduces a new umbrella brand, under which brand new products are launched, such as Saltletts sesame sticks.
In 2006, a new modern Lorenz Snack-World logo was developed, which, as before, uses a handwritten font, emphasizing the continuity and responsibility of the owner of the company Lorenz Balsen for the quality of all products.
In the same year, production was opened in a new modern factory in Stanowice, Poland. The acquisition of Polsnack strengthened Lorenz Snack-World's position on the Polish snack market.
Business activity in Russia develops with the opening of Lorenz Snack-World Russia, a marketing and sales division of Lorenz Snack-World, in St. Petersburg.
Now the company produces salty snacks in Russia - pretzels and sticks. It is also planned to launch the production of potato chips in 2021.