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About Poppies Bakeries

We have deepened and broadened our baking expertise and our range through a combination of organic growth and acquisitions to become the Poppies Bakeries group we are today.

Sweet bakery is in our 
DNA since 1976

Sweet bakery products

Our extensive product portfolio ensures that we can meet a wide array of customer needs.

A reliable partner

Poppies Bakeries is a partner that customers all over the world can rely on.

Operational efficiency

We aim to maximise cost-efficiency and value for our customers.

The story about 
Frans & Luc

While many Belgian entrepreneurs started chasing their dreams working out of a garage, our story began in an artisan bakery. In 1976 economics graduate Frans Castelein and his brother-in-law, master baker Luc Popelier, started baking traditional Flemish pastries and biscuits, which they sold to market vendors, small shops and other businesses in the local community. In nurturing that direct connection with their customers, they learned what people liked, what people loved and which products sold best.

Little by little, we grew into a reliable partner for customers worldwide – by gaining an understanding of the principles of artisan baking and finding ways to upscale them, sourcing the right ingredients, developing recipes to build flavours and closely monitoring the quality.

1979
1976

The start of it all

Our initial products are coconut cookies and ambient cream puffs.

1990
1990

Frozen cream puffs

We open our first large-scale production site for frozen cream puffs in Zonnebeke (Belgium).

Poppiroll
1995

Frozen mini eclairs and Comines site

We start production of frozen mini eclairs in Zonnebeke and we open a new production site in Comines (Belgium). We also launch production of our famous Popiroll cookie.

2013
2013

Oatmeal cookie

We launch oatmeal cookie production in Ekeby (Sweden).

Macarons 2014
2014

Macarons at d'Haubry

We launch production of macarons at Poppies Bakeries d’Haubry.

2018
2018

Acquisition of Van Diermen

Van Diermen joins the group, producing cream puffs and mini eclairs under its new name Poppies Bakeries Bunschoten.

2022
2022

New corporate brand

In 2022 we adopted a new corporate brand that better represents who we are and what we do: an international group that manufactures bakery products for all over the world.

An international company with customers around the globe

We currently have 13 bakeries and more than 1,300 employees across Europe and the USA. We have 8 sales divisions worldwide: 7 in Europe (Belgium, Germany, Sweden, France, The Netherlands, Spain and the UK), one in the USA. Our products are sold in more than 64 countries.

13 bakeries in Europe and the USA
64 countries
> 1300 employees

Our production sites

Learn more about our 13 production sites across the world by clicking the relevant location on the map.

Poppies Bakeries Rocky Mount

General information:

  • 100 employees on site
  • 2 production lines
  • 12,500 m² surface plant

Products:

  • Cream puffs – mini eclairs

Contact details:

  • 6610 Corporation Parkway, NC 27809 Battleboro (United States)

Certificates:

  • BRC
  • RSPO
Poppies Bakeries Ekeby

General information:

  • 32 employees on site
  • 3 production lines
  • 3,600 m² surface plant

Products:

  • Swedish cookies – muffins – oatmeal biscuits

Contact details:

  • Spannmalsgatan 1, 267 76 Ekeby (Sweden)

Certificates:

  • IFS
  • BRC
  • Rainforest Alliance
  • RSPO
Poppies Bakeries Laudun

General information:

  • 309 employees on site
  • 4 production lines
  • 12,000 m² surface plant

Products:

  • Donuts

Contact details:

  • 100 rue Paul Sabatier, ZI de l’Ardoise, 30290 Laudun (France)

Certificates:

  • IFS
  • BRC
  • RSPO
  • Rainforest Alliance
  • Halal
Hugo Wafels

General information:

  • 18 employees on site
  • 5 production lines
  • 2,800 m² surface plant

Products:

  • Soft and crispy vanilla waffles

Contact details:

  • Rue de l'Atelier 6, 1480 Tubize (Belgium)

Certificates:

  • IFS 
  • Halal
  • Global Market

 

 

De Reze & Eco-Biscuits

General information:

  • 24 employees on site
  • 7 production lines
  • 10,000 m² surface plant

Products:

  • sugar free & gluten free wafers – filled speculoos – individual coffee biscuits – organic biscuits

Contact details:

  • Industrieweg 61, 3583 Beringen (Belgium)

Certificates:

  • IFS
  • RSPO
  • Rainforest Alliance
Poppies Bakeries Born

General information:

  • 55 employees on site
  • 1 production line
  • 7,300 m² surface plant

Products:

  • Donuts

Contact details:

  • Heirweg 1, 6121 JP Born (The Netherlands)

Certificates:

  • IFS
  • RSPO
  • Rainforest Alliance
     
Poppies Bakeries Melissant

General information:

  • 68 employees on site
  • 4 production lines
  • 6,400 m² surface plant

Products:

  • Cream puffs – eclairs – cream

Contact details:

  • Ruijgenhil 2, 3248 BR Melissant (The Netherlands)

Certificates:

  • BRC
  • IFS
  • Rainforest Alliance
  • Halal
  • RSPO
Poppies Bakeries Wervik

General information:

  • 98 employees on site
  • 3 production lines
  • 10,850 m² surface plant

Products:

  • Frangitartes – brownies

Contact details: 

  • Robert Klingstraat 90, 8940 Wervik (Belgium)

Certificates:

  • BRC
  • IFS
  • Halal
  • RSPO
  • Rainforest Alliance
Poppies Bakeries Comines

General information:

  • 140 employees on site
  • 5 production lines
  • 15,000 m² surface plant

Products:

  • Cigarettes – coconut macarons - American cookies

Contact details:

  • Rue des Rubaniers 1, 7780 Comines

Certificates:

  • IFS
  • BRC
  • Gluten-free
  • RSPO
  • Rainforest Alliance
Poppies Bakeries d'Haubry

General information:

  • 178 employees on site
  • 4 production lines
  • 24,700 m² surface plant

Products:

  • Macarons

Contact details: 

  • Kasteelstraat 23, 8980 Zonnebeke (Belgium)

Certificates:

  • BRC
  • IFS
  • Rainforest Alliance
  • RSPO
  • Halal
Poppies Bakeries Bunschoten

General information:

  • 77 employees on site
  • 7 production lines
  • 5,000 m² surface plant

Products:

  • Cream puffs – eclairs

Contact details:

  • Handelsweg 1, 3751 LR Bunschoten-Spakenburg (The Netherlands)

Certificates:

  • IFS
  • BRC
  • RSPO
  • Rainforest Alliance
  • Halal
  • Gluten-free

 

Poppies Bakeries Zonnebeke

General information:

  • 167 employees on site
  • 6 production lines
  • 12,000 m² surface plant

Products:

  • Cookies – pastries – cream puffs – eclairs

Contact details: 

  • Kasteelstraat 29, 8980 Zonnebeke (Belgium)

Certificates:

  • BRC
  • IFS
  • Rainforest Alliance
  • Halal
  • RSPO

Keeping the scale to make the difference

We work tirelessly to optimise operational excellence at our bakeries by investing in new technologies and state-of-the-art machinery. We never stop improving and refining to achieve optimal cost-efficiency and maximum value for our customers.

Macarons

Assuring the top quality of our products

All our sweet bakery products come with that iconic taste Poppies Bakeries is renowned for. Our recipe for success is a strong focus on quality and food safety, based on our commitment to select the very best sustainable ingredients without compromising on taste.

Cagefree

Cage-free eggs

All our bakery products are made with cage-free eggs.

BRC

BRCGS Food Safety

We maintain the highest standards of food safety and quality, as proven by our British Retail Consortium Global Standards (BRCGS) certification.

ifs

IFS Food

Our products are safe and of high quality in line with the International Featured Standards (IFS).
 

HACCP

HACCP

We adhere to Hazard Analysis and Critical Control Points (HACCP) standards to ensure the safety and quality of our products.

Join the Sweet Adventure

Join Poppies Bakeries to team up with more than 1,300 colleagues on an exciting Sweet Adventure to bring people together around sweet bakery products.

Check out our vacancies