Griesson de Beukelaer (GdB), one of Germany's leading biscuit and snack manufacturers, has announced the acquisition of DeBeukelaer Corporation (DBC), based in Madison, Mississippi, along with its Pirouline brand of creme-filled rolled wafer cookies.

The deal marks a significant step in GdB's U.S. expansion strategy. The Polch-headquartered company has exported to the American market for several years and this acquisition establishes a direct manufacturing presence there. Alongside the purchase, GdB has announced plans for immediate investment in a new production facility at the existing Madison site.

DBC was founded nearly 50 years ago by Peter and Mirelle de Beukelaer, who built the business on European baking traditions. In 2025, the company generated revenue of more than 40 million U.S. dollars. The Pirouline brand, known for its distinctive swirled-stripe rolled wafers, is well established in the American market.

The name connection between the two companies is more than coincidental. GdB shareholder Susanne Gries noted that acquiring DBC fulfils an ambition shared by her late father, Heinz Gries, pointing to what she described as a common entrepreneurial DNA between the two family-owned businesses.

GdB CEO Dany Schmidt said the group's aim is to maintain product quality across all locations while developing new lines to drive further growth. The company holds a majority stake in NORA Banketbakkerij in Maastricht and produces brands including Griesson, De Beukelaer, Prinzen Rolle and LEICHT&CROSS, as well as private-label ranges. GdB was named Best Managed Company 2026, an award the business says reflects its long-term approach to development and investment.