Langnese honey
| Langnese Honig GmbH & Co. KG
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|---|---|
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| legal form | GmbH & Co. KG |
| founding | 1927 |
| Seat | Bargteheide |
| management | Peter Kohl |
| Branch | food |
| Website | www.langnese-honig.de |
Langnese honey was first marketed in Hamburg in 1927 by Karl Rolf Seyferth .
company
In order to get the naming rights to Langnese, Seyferth bought them for 300 Reichsmarks (equivalent to a current purchasing power of 1,100 euros) from the export merchant Viktor Emil Heinrich Langnese , who had a factory called VEH Langnese since 1888 . In 1935 Seyferth imported ice cream from Denmark, which he also sold under the “Langnese” brand, see Langnese ice cream .
Companies
The honey business was spun off in 1962 after the merger of Langnese-Eis and Iglo into an independent GmbH & Co. KG and taken over by the Oetker Group . This created the unusual situation that two competing food companies used the same name, but for different products and with different lettering and branding. On October 1st, 2005, the Oetker Group sold Langnese honey to Fürsten-Reform .
The Bargteheide bottling plant has an annual capacity of 20,000 tons or 30 million jars of honey.
marketing
Seyferth had the typical Langnese glass developed in the 1930s. The honeycomb-shaped hexagonal glass with curved edges and the inclined golden Langnese lettering has become a well-known trademark , which as such is protected by international trademark law. The glass and the lettering make the "Langnese Honig" brand unique and unmistakable, even if Langnese is another ice cream brand that is also known in Germany. The embossed gold in the brand logo is supposed to create the value of the product and also the association with the gold-colored honey.
In order to ensure the consistent quality of the natural product honey , the company acquired its own beekeeping . In 1958, with sales of 6,500 tons, the market leadership in Germany was achieved and is still held today (as of 2012) with a market share of 25%. Langnese has a brand awareness of 96% in Germany.
Langnese honey is available in over 50 countries (as of 2008) worldwide. The honey is advertised with the slogan “A trademark of nature” in Germany and internationally with “The brand that stands for nature” .
Products
In 1985 the company expanded its product range to include single-variety honeys under the name “Feinste Specialties”. With “Flotte Biene” in 1997, Langnese introduced a dosing dispenser, an inverted dispenser bottle. This dispenser bottle takes up the design of the Langnese glass.
The range consists of a. out
- Summer bloom clear gold
- Country honey creamy gold
- Finest specialties
- Fleet Bee (Bee Easy)
Web links
- Langnese honey - masterpiece of nature celebrates the 80th brand anniversary of Oliver Brodnicke (Marketing Manager Langnese), as PDF file, 150 kB; in Marke 41 - The New Journal for Marketing , Issue No. 1/2008; Pp. 60-62
Individual evidence
- ↑ Braunschweiger Honig becomes number 1 - Fürsten-Reform wants to strengthen its market position with Langnese - Extension planned by Jacqueline Carewicz, in Braunschweiger Zeitung of October 8, 2005
- ↑ "Innovative products for discerning customers" ( Memento of the original from September 21, 2012 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. on the corporate side; Online on the Internet: August 1, 2012
