We are changing our name from AB Bakels Aromatic to Bakels Sweden AB. Our new name and our common identity are two out of several enhancements that are being made to strengthen our position in the international market.
It was in 2011 that the company acquired Aromatic AB to expand our product range and consolidate our position as an innovative company. After the successful merge, it is now time to take the next step.
– Our customers, suppliers and partners will see a number of other improvements as we strengthen our brand image. Which many also come as a result of having already developed our production facility and recruited important personnel. Under our updated identity, we will continue to work with our two well-known product brands on the market – Bakels and Aromatic, and continue to modernize our facility, says John Larsen, CEO.
John Larsen took over the position as CEO in January 2018. When he moved from Manchester to Gothenburg, he saw great growth opportunities and had already decided to put his mark on the business. With him, he brought his 20 years of experience from the food industry in the UK but also his 14 years from the baking industry in his home country Denmark.
Much has happened since the Bakels Group was founded in 1904 right in the heart of Amsterdam, and not least since Bernard J Bakels JR established our production facility in Gothenburg in 1943. Over the years, the corporate has developed and placed hundreds of bakery ingredients on the market. Today, they are used by both large industrial bakeries and small craft bakeries all over the world.