Wicklein: Tradition and Innovation since 1615

Wicklein is the oldest surviving gingerbread bakery in Nuremberg. Our history began in 1615, at a time when Nuremberg, due to its central location in Europe, was a hub of international spice trade. The dense imperial forests provided ideal conditions for beekeeping, which was known as "Zeidlerwesen" in Franconia. Spices and honey formed the basis for the delicious gingerbread baked for special occasions such as the visit of the Emperor. Strict rules of the "Lebküchner-Ordnung" ensured highest quality even back then, a principle to which we still feel committed today.

1643

The beginnings: Johann Jäckel and his descendants

One year before founding his own bakery, Auerbach's Johann Jäckel acquired the master's rights. Twenty-eight years later, his son Hans moved to Nuremberg, married Barbara Nußberger from an established gingerbread family, and together, they established a tradition that was passed down from generation to generation – and still continues: the ambition to be the best gingerbread bakery in town and the character as a reliable family business. Challenges and Crises The Jäckel dynasty survived numerous crises. In 1889, Kunigunda Jäckel married Gottfried Wicklein from Lower Franconia, who took over the responsibility for the famous gingerbread bakery after the death of his father-in-law in 1915. Despite the classification of gingerbread as a luxury item during wartime economy and the destruction of the factory in the bombing raids, Gottfried Wicklein rebuilt the company after 1945 with great vigor.

1889-1945

Challenges and crises

The Jäckel dynasty survived numerous crises. In 1889, Kunigunda Jäckel married Gottfried Wicklein from Lower Franconia, who took over responsibility for the famous gingerbread factory after the death of his father-in-law in 1915. Despite the classification of gingerbread as a luxury product during the war economy and the destruction of the factory in the hail of bombs, Gottfried Wicklein rebuilt the company with great energy after 1945.

Ein historisches Portrait von Gottfried Wicklein

1988

Modernization and expansion

Unter der Leitung von Karl Wicklein und seiner Schwester Christa Walter wurde die Produktion ausgebaut. Die Einführung moderner Backstraßen und die Beschäftigung zusätzlicher Saisonkräfte ermöglichten eine effizientere Fertigung. Nach Karls frühem Tod führte Christa das Werk weiterund übergab es schließlich an ihren Sohn Ernst August, einen gelernten Zuckerbäcker, Mit seinem Ausscheiden endete 1988 die Geschichte als familiengeführtes Unternehmen. Das Selbstverständnis als Traditionshaus, das sich noch immer den Werten, Idealen und Qualitätsansprüchen seiner Gründer verpflichtet fühlt, besteht jedoch bis heute fort.

2010s

Innovations and international markets

In recent years, Wicklein has continuously evolved: With innovative and multi-award-winning products, premium packaging solutions, attractive and original presentations in the food retail sector, as well as a careful but steady expansion into international markets such as Japan, the Middle East, or the USA, we have become a modern supplier of high-quality year-round pastries and a market leader in gingerbread and Christmas pastries in the southern German region.

2017

The gingerbread industry and sustainability

In 2017, we opened our flagship store "Die Lebküchnerei" at Nuremberg's main market, the world's largest gingerbread specialty store with an attached bakery. In 2023, we became the first gingerbread manufacturer to receive the ZNU certificate "Sustainable Business Practices." Today, our group of companies, whose main shareholder is a non-profit foundation, is committed to numerous social, societal, and cultural projects in the region.

Modern eingerichtetes Feinkostgeschäft von Wicklein, gefüllt mit frischen Produkten

2024

Future and values

At Wicklein, profit maximization is not the primary focus, but rather the cultivation and further development of a traditional brand. Our long history will continue to be written in the future—with great people, exciting developments, and unique products and flavor compositions that are appreciated worldwide from Nuremberg.

Nuremberg

Nuremberg:
The Gingerbread Capital

The Franconian metropolis Nuremberg is known worldwide as the gingerbread capital. Already in the Middle Ages, valuable spices were traded here, which still form the basis for every gingerbread recipe today. Wicklein, the oldest existing gingerbread manufacturer in the city, uses its own secret recipe that has been passed down for generations. For about four centuries, the company has had its production facility here and will continue to do so in the future.

Nuremberg Gingerbread:
Protected Geographical Indication

Nuremberg gingerbread may only be called such if it is baked within the city limits. Since 1996, a regulation of the European Union has governed this, classifying this specialty as a "protected geographical indication." This prevents products from entering the market that bear this origin designation only for marketing purposes. Wicklein feels particularly committed to this tradition and ensures that the craft tradition is preserved and used for new flavor creations.

Lebkuchen Tradition
in the Nuremberg Cityscape

In the Nuremberg cityscape, gingerbread is present throughout the year. In smaller shops with attached bakeries like our "Lebküchnerei" or larger production facilities like our modern plant in the south of Nuremberg, gingerbread is baked fresh all year round. The wonderful aroma is omnipresent and attracts many guests from near and far. They like to bring a culinary greeting from Nuremberg to their families and friends.

Sustainability

Sustainability at Wicklein – Shaping the Future with Responsibility At Wicklein, sustainability is not a trend – it’s a deeply held conviction. As a traditional manufacturer of gingerbread and fine baked goods, working with raw materials from around the world for centuries, we believe it is our duty to treat people, nature, and resources with the utmost respect.

That’s why we consistently uphold high ethical and social standards in our partnerships – especially in the agricultural sector – and advocate for fair working conditions throughout our value chain. At the same time, we invest in modern technologies to reduce our carbon footprint and make our production increasingly resource-efficient.

Our commitment is guided by the UN Agenda 2030 for Sustainable Development, whose 17 Sustainable Development Goals (SDGs) also form the basis of Germany’s national sustainability strategy. For us, it’s clear: we take responsibility that goes far beyond legal requirements.

Since 2023, Wicklein has been certified according to the ZNU Standard for Sustainable Management – the first practical, integrated sustainability standard in Germany that combines ecological, economic, and social dimensions. This respected certification is not just a confirmation of our efforts – it is an ongoing incentive: our sustainability strategy is audited annually and continuously improved.

Fairtrade Cocoa for Our Chocolate

Since 2019, Wicklein has exclusively used certified Fairtrade cocoa in all our gingerbread and fine baked goods. This is our way of taking responsibility for better living conditions in cocoa-growing regions – through guaranteed minimum prices that secure a stable income for smallholder farmers.
Compliance with Fairtrade standards is regularly audited by the independent organization Flocert. Additionally, the environmentally friendly cultivation of cocoa helps preserve natural resources. With this commitment, we aim to contribute to a more equitable global trade system and help increase the market share of Fairtrade cocoa in Germany.

Reforestation of Cinnamon Forests

Cinnamon is one of the key ingredients in our signature spice blends – and a true gift from nature. As global cinnamon consumption continues to rise, deforestation in tropical regions has become a growing concern. That’s why we launched a reforestation project in Sumatra in 2025.
For every harvested Cassia cinnamon tree, we plant a new sapling – with the goal of growing over 24,000 new trees by 2030. We also support local farming families through training programs aimed at ensuring sustainable and socially responsible agriculture in the long term.

A Bee-Friendly Company Campus

Back in medieval times, honey production was a vital trade in the Nuremberg region. The surrounding forests – including those near our company site – were a natural habitat for wild bees. To this day, natural honey remains an essential ingredient in many Wicklein recipes.
To help protect wild and urban bees and raise awareness among our employees and customers, we have established four beehives on our premises and created a bee-friendly landscape around them.

Reducing Packaging Materials

Our packaging is designed to preserve the freshness of our baked goods – but it should be as environmentally responsible as possible. That’s why we continuously optimize our packaging with a focus on resource conservation and recyclability.
Before any new product is launched, its packaging is reviewed for material efficiency. Wherever possible, we use fully recyclable cardboard, blister packs, and films. And our premium metal tins? Many customers have collected and reused them for decades – a prime example of sustainable packaging design.

100% Renewable Energy

Since 2020, we have relied entirely on certified green electricity from renewable sources like wind, water, and solar power to run our offices and production facilities. This switch saves us more than 2,000 tons of CO₂ each year.
We have also converted all lighting systems to modern LED technology, saving an additional 500,000 kWh of energy annually. For us, energy efficiency and sustainability go hand in hand.

Our Commitment to Employees & Sustainable Mobility

At Wicklein, our employees are the heart of our company – and essential to our long-term success. That’s why we support both physical and mental well-being through an appreciative work culture and a holistic approach that even extends to the daily commute.
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Our well-being initiatives combine sports, community, and health support. From internal sports groups in football, cycling, running, or squash to participation in regional events like the B2Run – we foster team spirit and quality of life.
Sustainable mobility also plays a key role. To reduce CO₂ emissions, we offer incentives such as subsidized Germany Tickets for public transport and bike leasing programs. By 2025, our goal is for 10% of employees to commute by bike and 20% by public transport. For those driving electric vehicles, we provide on-site charging stations powered by 100% green electricity at cost price.
Together, we’re shaping a workplace that promotes movement, connection – and responsibility.

Efficient Baking Technology

Our traditional baking craft is enhanced by cutting-edge technology. We are gradually replacing our gas-powered ovens with electric high-performance systems, operated exclusively with renewable energy.
By 2027, this transition will help us reduce CO₂ emissions by more than 91 tons annually. The best part? The taste and quality of our gingerbread remain just as excellent – with a significantly improved environmental footprint.

FSC-Certified Paper Products

Due to food safety regulations, we can’t eliminate the use of paper and cardboard entirely – but we are committed to using sustainably produced materials wherever possible. Our goal is to fully transition to FSC-certified paper products by 2025. Already, 90% of our materials meet this standard.
The FSC® (Forest Stewardship Council) is recognized worldwide for its commitment to environmentally sound, socially responsible, and economically viable forestry.
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Where paper use is unavoidable, we rely on recycled paper certified with the Blue Angel and EU Ecolabel, ensuring resource-friendly and low-emission production.
Additionally, much of our accounting has already been digitized – another important step toward a paper-light future.

Solar Energy for Smart Logistics

Our new logistics center, set to launch in 2028, will centralize operations and eliminate thousands of truck journeys between external warehouses. A major feature of the building is a large-scale photovoltaic system on the roof, which will produce around 900,000 kWh of renewable energy annually – making the facility nearly energy self-sufficient.
Thanks to smart building design, efficient insulation, and modern energy technology, we will save over 400 tons of CO₂ each year. A bold step toward climate-friendly logistics.

Quality Guarantee

In each of our baked goods lies not only masterful baking craftsmanship with over 400 years of experience. We also produce our specialties with great care and love. Only the highest quality ingredients, from exquisite spices to hand-selected nuts and almonds to premium flour, create the unique flavor appreciated by connoisseurs around the world. The numerous awards our products receive every year confirm the high-quality standards we impose on ourselves. We are somewhat proud of that. The careful treatment of nature and its resources, as well as fair cooperation with our trading partners around the world, are written into our strict "Code of Conduct" and are part of our identity.

DLG

Our products are awarded medals by the German Agricultural Society DLG year after year: In the past year alone, 21 out of 22 submitted products received the highest status of "Gold," one product achieved "Silver." For the 14th consecutive time, Wicklein has also been honored by the DLG with the "Award for Long-Term Product Quality." The corporate award stands for consistent quality efforts and is only given when food has been regularly and successfully tested by the DLG for at least five years.

Fairtrade

For many years, we have only used chocolate products that are certified with the Fairtrade seal. The standards for this must be adhered to throughout the entire value chain and include social, environmental, and economic criteria. These include regulated working conditions, the prohibition of discrimination, the payment of minimum wages, environmentally friendly cultivation, or the avoidance of genetically modified seeds

IFS

IFS Food is an international standard for assessing the conformity of products and processes regarding food safety and quality. The "IFS – International Featured Standard Food" applies to suppliers at all stages of food processing. This is to convey that we work particularly carefully in the areas of food safety, quality, or compliance with legal requirements. Audits are conducted annually in unannounced audits.

Vegan

The so-called "V-Label" is an internationally recognized and protected brand for labeling vegetarian and vegan products. For consumers, it provides a simple and safe guide. Uniform criteria and regular checks make the V-Label a unique quality seal throughout Europe. Accordingly, our products bearing the Vegan V-Label must not be produced using living animals or animal products.

ZNU

Since 2023, Wicklein has been certified according to the demanding ZNU standard for sustainable business practices. This is the only practice-tested and implemented standard for sustainable business practices that integrates all three dimensions of environment, economy, and society and calls for and promotes the development of an integrated management system for more sustainable business practices.

Organic

Our organic products meet the strict standards of EU regulations for organic farming and are accordingly marked with the EU organic label. Organic farms must, for instance, accurately record what they have bought from whom and what they have sold to whom. This allows our organic products to be traced back to the producer. Officially approved private control bodies inspect the entire operation at least once a year and also carry out unannounced spot checks on producers and processors. The work of the control bodies is in turn monitored by the state. This ensures that our customers can trust that what is labeled as organic truly is organic.

Our Mission

Our mission drives us and provides guidance for our entire company: We stand for high-quality enjoyment and small moments of happiness throughout the year. We work daily for high quality of our products, services, and processes with the aim of not only meeting but exceeding the expectations of our customers. We use our resources economically, sustainably, and ecologically. We pursue our goals together with passion and consistency and have the courage to develop new successful ideas. And we are a reliable partner for our customers and a responsible employer for all employees.

High-quality enjoyment and moments of happiness

We offer high-quality enjoyment and moments of happiness all year round.

High quality of our products, services and processes

We work every day to ensure the high quality of our products, services and processes with the aim of not meeting customer expectations but exceeding them.

Economical, sustainable and ecological

We use our resources economically, sustainably and ecologically.

Together with passion and consistency

Together, we pursue our goals with passion and consistency.

Courage to develop new ideas

We have the courage to develop new ideas and make them successful.

Reliable partner and employer

We are a reliable partner for our customers and a responsible employer for our employees.

Social, social and cultural commitment

We are committed to social, social and cultural projects in our home region.

About Us