Protein-Rich Diet for Active People
Interview with Dirk Bernhard, Site Director/COO of Gustav Berning GmbH & Co. KG and Prinsen Berning
Gustav Berning GmbH & Co. KG from Georgsmarienhütte is the epitome of a Hidden Champion. As one of the top three developers and manufacturers of protein bars in Germany, their products can be found on the shelves of drugstores, supermarkets, and gyms both domestically and abroad – just not under their own brand name. Instead, the company supplies customers in more than 60 countries around the world as a co-manufacturing partner. As part of the German-Dutch Prinsen Berning group, the company has committed itself to further growth.
The market for protein-rich foods is booming with double-digit growth, reflecting the growing enthusiasm of consumers for the practical benefits and health advantages of protein bars in particular. What was originally reserved for bodybuilders in gyms has now entered the mainstream and continues to expand with an ever-growing variety of products aimed at an increasingly broad target audience.
The market continues to boom
"Consumers in the sports segment prefer buying protein bars for various purposes, such as weight management, muscle mass building, and energy boosting," says Site Director of Gustav Berning GmbH & Co. KG and the Prinsen Berning Group Dirk Bernhard, who has been with the company since early 2019 and previously held senior production positions at large companies like Mondelez and Kraft.
"Moreover, marketing campaigns by fitness clubs for protein bars as meal replacements have caused sales of these products to skyrocket."
With the increasing number of fitness clubs and rising awareness of protein bars, the market is expected to witness further surge in demand in the coming years. However, significant is the anticipated growth among health-conscious consumers of all age groups, for whom protein-enriched foods are of interest. "The trend is clearly moving towards convenience," confirms Dirk Bernhard. "Here, we can offer a very interesting product portfolio for the retail sector."
Creation of a Hidden Champion
The company Gustav Berning was founded over 100 years ago as a chocolate manufacturer. In the early 1980s, the company recognized the potential of the fitness studio trend and began manufacturing protein bars. Soon, production capacities were used exclusively for the production of protein bars.
In 2017, the company merged with the Dutch companies Prinsen B.V., a turnkey manufacturer of powdered food products, and Royal Buisman B.V., a manufacturer of natural caramel components, to form the Prinsen Berning Group. "We pursue a one-stop shop strategy," explains Dirk Bernhard. "Many of our customers get both protein bars and protein powder from the group."
Broad Product Spectrum
Thanks to its long-standing experience, the company has become a leading manufacturer in this niche. "We develop the bars ourselves and now have more than 360 different formulations," reports Dirk Bernhard. "Often, customer needs can be met with minor changes to existing recipes. The development of a new bar takes at least six months, depending on the product technology."
Taste Comes First
The demand for special nutritional profiles in a tasty, filling bar presents particular challenges for the nine-person development team, especially for meal replacement products. "As there is a trend towards vegan bars, we are experimenting with plant-based proteins," explains Dirk Bernhard. "One of the biggest upcoming trends are low-sugar bars. Here we are looking for alternatives like maltitol chocolate, which contains less sugar. Texture is also important, which is why we offer multi-layered bars that combine, for example, a cherry caramel layer with puffed crispies."
Furthermore, taste preferences in different countries influence product development. "In the UK and Scandinavia, for example, the taste combinations are somewhat bolder," says Dirk Bernhard. "Product development is never boring."
Flexible Production
With five separate production lines in three buildings and a three-shift operation around the clock, millions of protein bars are produced every year. Sustainability is a central theme in production. "Our cardboard is FSC-certified and our chocolate is certified by the Rainforest Alliance," says Dirk Bernhard. "Quality and environmental protection are part of our DNA. Our main focus is on packaging foil. Currently, tests are being conducted to measure the durability of bars packaged in paper."
Global Market
About 70% of the annual sales of over 100 million EUR are generated through international business. "We deliver to 60 countries around the world," confirms Dirk Bernhard. "Historically, the UK and the Benelux countries have been important markets, with Germany and Scandinavia on the rise. Important markets for the future are the USA, the Middle East, and Asia. We go where our customers go." Without its own brand, the company is highly dependent on its customers. "We see our status as a Hidden Champion as a strength," says Dirk Bernhard. "A bit more visibility would help us with recruiting new talent."