Five days filled with encounters, inspiration and indulgence. That’s how DEH summarizes its experience at Anuga 2025. Under the motto “Back to the roots – classics reimagined”, DEH presented its world of baked goods in Cologne, impressing visitors with a modern, fresh appearance under the guiding message “DEHlicious … for you!”
Visitors experienced a booth that captivated on every level: sweet and savory – two worlds colliding in harmony.
“We value our roots and look ahead,” explains Alexander Haselbach, Managing Director. “With our concept ‘Back to the roots – classics reimagined,’ our goal was to translate our baking tradition into modern product solutions. At the same time, we strive to meet the evolving needs of our customers and to position ourselves as modern, flexible and future-oriented. That’s exactly what we achieved at Anuga.”
A particular highlight was DEH’s own production line, featuring two products that embodied the spirit of the concept: the sweet ring-shaped Doughnut with icing and the savory Mozzarella Snack. Both symbolized the fusion of traditional classics with a modern twist – and were met with great enthusiasm from the trade audience.
A variety of innovations
Alongside its classics, DEH showcased numerous new products available for live tasting at the booth:
- Twistys in three varieties: Pistachio Cream, Vanilla and Hazelnut
- Sweet Buns in Raspberry, Blueberry and Peach – extra fluffy and creamy
- Seasonal Doughnut in five flavors: Nut Nougat, Germ Dumplings, Eggnog Cream, Strawberry, and Vanilla Cream
- Pastry with Biscoffcream – a tender pastry with creamy filling and caramel-brown sugar topping
- Pinsa with chilli pepper salami – a small but hearty snack
- Pizza Snack “hot dog” – the savory companion
A digital highlight also caught attention: a specially produced trade fair film that powerfully conveyed DEH’s brand message and offered visitors creative inspiration for in-store product presentation.
“Anuga 2025 was an outstanding success for us,” concludes Haselbach. “We demonstrated how tradition and innovation can work hand in hand. The positive feedback on our modern trade fair appearance, the enthusiasm for our products and the strong interest in personal exchange confirmed that we are on the right path.”
DEH extends its sincere thanks to all visitors, partners and food industry enthusiasts for their great interest and valuable feedback. Those who missed the fair are warmly invited to contact the DEH team to learn more about the latest trends and products.
To the press compartment of DEH D. Entrup-Haselbach
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