Polch, Germany — Griesson-de Beukelaer is acquiring DeBeukelaer Corp. and its Pirouline brand as the German cookie and snack manufacturer expands its presence in the U.S. market.
As part of the acquisition, Griesson-de Beukelaer plans to invest immediately in a new state-of-the-art bakery at DeBeukelaer Corp.’s facility in Madison, MS. The company says the investment supports its long-term international growth strategy and strengthens its position in the U.S., where it has exported products for many years.
“With the acquisition of DeBeukelaer Corporation, we are implementing our growth strategy and fulfilling a long-cherished dream,” says Susanne Gries, shareholder of Griesson-de Beukelaer. “Not only the historical coincidence of our shared name, but also the common entrepreneurial DNA of both family-owned companies strengthens our confidence that this step will help us successfully shape the future of our company.”
Founded nearly 50 years ago by Peter and Mirelle de Beukelaer, DeBeukelaer Corp. manufactures Pirouline creme-filled rolled wafer cookies. According to Griesson-de Beukelaer, the Mississippi-based company generated more than $40 million in revenue in 2025.
Griesson-de Beukelaer says it plans to build on the Pirouline brand through continued innovation, new product development, and investments in manufacturing.
“We are united by a shared conviction that, as a family-owned business, we will achieve long-term success,” says Dany Schmidt, CEO of Griesson-de Beukelaer. “Our goal is to combine the highest quality with competitiveness at all our locations and to win over our customers with excellent, innovative products.”
Founded more than 100 years ago, Griesson-de Beukelaer is one of Germany’s largest manufacturers of cookies and snacks.
