The traditional Nuremberg-based baked goods specialist is undergoing a brand refresh, launching its reduced-sugar Meisterstücke line into full distribution, expanding its presence in the growing market for organic vegan products, and unveiling a family-friendly brand collaboration for the Christmas season with the iconic “Grinch” character.
As part of the new corporate design, Wicklein’s well-known logo – featuring the stylized Nuremberg Castle and the founding year 1615 – has been gently modernized. A distinctive ribbon now runs across all packaging as a unifying design element, symbolizing what Wicklein products are all about: celebrating the special in everyday moments – in line with the brand’s slogan “Celebrate Every Moment.”
Each new packaging design also tells its own visual story – “moment ribbons” that reflect seasonal moods or special occasions. The launch was kicked off by the Tassenwichtel (cup elf), which instantly became a bestseller and was honored with an industry award for best innovation. By 2027, the entire Wicklein range will have adopted the new look.
“Our goal is to make the brand more tangible, approachable, and emotional – without losing recognizability,” emphasizes Sales Director Stefan Roßkopf.
Following the successful launch of the Meisterstücke line – featuring Lebkuchen, cinnamon stars, and speculoos with 30% less sugar – Wicklein is now entering a full-scale sales campaign. All six products are made without any added sweeteners and were enthusiastically received by health-conscious consumers in selected regions in 2025.
Now, they’re set to conquer the retail markets in Germany and Austria.
“With our Meisterstücke, we’ve filled a real gap in the seasonal baked goods market,” says Stefan Roßkopf proudly. After all, it took several years of product development to fine-tune the recipes until they met Wicklein’s high standards of authentic taste.
To the press compartment of Gottfried Wicklein GmbH & Co. KG
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