Pick up (Bahlsen)

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Pick up! classic

Pick up ( spelling : PiCK UP! ) Is a confectionery from the bakery manufacturer Bahlsen , which is called a biscuit bar and consists of two biscuits with a bar of chocolate between them . All components are firmly connected to one another. In addition to the original version with butter biscuits and milk chocolate, there are other, partly permanent, partly only seasonally available variants.

Market position

In 1999, Bahlsen launched the pick-up as the company's first offering on the chocolate and other bar market, simultaneously in Germany , Austria and France . This market was seen in the industry as a difficult environment with strong competition, and Bahlsen's entry into the market was an ambitious project. Accordingly, the company accompanied the introduction with a large amount of advertising, in particular with an eye-catching television campaign . The only television advertising of the year were from January to April invested DM 25 million, plus numerous came second places in the food retail , distribution of free samples in department stores and public places, advertisements, promotional gifts, etc. The launch was extremely successful: Bahlsen already achieved in March In 1999 a weighted distribution of 68% in the trade and in the first year achieved 80 million DM with pick up, which is said to have exceeded own expectations by 20%.

With their jagged edges, the biscuits are reminiscent of the Leibniz biscuit from the same manufacturer, but Bahlsen initially set up Pick up as a single brand with no particular reference to the Leibniz brand . In 2002, however, the company changed its branding strategy to put more emphasis on the umbrella brands Bahlsen and Leibniz and placed Pick up under the Leibniz umbrella . At the same time a second variety was introduced, namely "Choco & Milk" (with milk cream filling).

Originally, Pick up was produced exclusively in the Bahlsen plant in Berlin , where a production line with an investment value of DM 20 million was built. In 2012, another production line went into operation at the Barsinghausen plant.

The products have also been available in Great Britain for the first time since 2014 .

variants

Layers of the PiCK UP! classic

The following variants are or were offered permanently:

  • Choco: Original form with milk chocolate and shortbread biscuits
  • Choco & Milk: With a milk cream filling in the chocolate layer, introduced in March 2002
  • Dark: With dark chocolate instead of milk chocolate, introduced in 2007; meanwhile discontinued in Germany; available in the UK under the name Dark Chocolate ; available in France and Belgium as Chocolat Noir
  • Black 'n White: dark cookies containing cocoa; white chocolate , introduced in January 2011
  • Choco & Caramel: With a filling of caramel cream in the chocolate layer, introduced in 2013

Occasionally Bahlsen produces additional variants in limited quantities. By pointing out that these varieties are available “only for a short time”, consumers are to be particularly encouraged to buy. These short-term products include:

Pick up! Wildberry with filling
  • Choco & Limette: Filling made from lime cream , for the first time as a summer variant in 2003
  • Coco Loco: filling made of coconut cream , for the first time as a summer version 2010
  • Café Latte: With a coffee flavor , for the first time as a summer version 2014
  • Triple Choc: dark, cocoa-containing biscuits; with chocolate cream filling in black chocolate, first published in 2014
  • White Choc: light biscuits; with white chocolate , first published in 2014
  • Wild Berry: With a wild berry flavor filling in white chocolate, for the first time as a summer variant in 2015
  • Test of courage: With a chilli filling in the chocolate and a biscuit containing chilli. The Pick Up is recommended for ages 16 and over because of its sharpness.
  • Choco & Hemp : With hemp seed , the first time in the summer of 2019 as a "limited edition" published

Web links

Individual evidence

  1. ^ Ulrich Stock: Mutiny on the Bounty . In: The time . No. 07/1999 , February 11, 1999 ( online [accessed March 7, 2015]).
  2. ↑ Bahlsen cracks the bar market . In: Lebensmittel Zeitung . No.  20 , May 19, 2000, ISSN  0947-7527 , p. 54 .
  3. ↑ Andreas Chwallek: New bar gives Bahlsen a huge increase in sales . In: Lebensmittel Zeitung . No. 21 , May 26, 2000, ISSN  0947-7527 , p. 12 .
  4. ↑ Bahlsen completely changes its brand strategy . In: Lebensmittel Zeitung . No.  3 , January 18, 2002, ISSN  0947-7527 , p. 18 .
  5. ↑ Bahlsen wants to be at the top in Europe . In: Tagesspiegel . January 7, 1999 ( online [accessed March 7, 2015]).
  6. ↑ a b press release from Bahlsen GmbH & Co. KG. (PDF, 77.2 kB) (No longer available online.) April 2011, archived from the original on September 23, 2015 ; accessed on March 10, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.bahlsen.com
  7. ↑ a b Facts 2012. (PDF, 85.9 kB) (No longer available online.) Bahlsen GmbH & Co. KG, archived from the original on February 9, 2014 ; accessed on March 10, 2014 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.bahlsen.com
  8. ↑ Facts 2014. (PDF, 286.92 kB) (No longer available online.) Bahlsen GmbH & Co. KG, archived from the original on December 22, 2015 ; Retrieved December 19, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.bahlsen.com
  9. ↑ A tempting treat . In: Lebensmittel Zeitung . No.  23 , June 7, 2002, ISSN  0947-7527 , p. 66 .
  10. ↑ Leibniz is promoting Pick up Dark in pulp fiction style. Retrieved December 19, 2015 .
  11. ↑ our biscuits. (No longer available online.) Archived from the original on December 22, 2015 ; Retrieved December 19, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.bahlsen.co.uk
  12. ^ A b Anne Jacoby: umbrella brand strategy shows success. Bahlsen differentiates itself from retail brands with innovations and more advertising . In: Lebensmittel Zeitung . No. 33 , August 15, 2003, ISSN  0947-7527 , p. 53 .
  13. ↑ Pick Up! Choco & Lime. Freshness kick. In: product. Retrieved March 10, 2015 .
  14. ↑ Pick up! In: Lebensmittel Zeitung . No.  21 , May 28, 2010, ISSN  0947-7527 , p. 56 .
  15. ↑ Leibniz Pick Up! Bar power. In: product. Retrieved March 10, 2015 .
  16. ↑ a b Pick up! Products ( Memento from March 14, 2015 in the Internet Archive )
  17. ↑ Pick up! Wildberry ( Memento from August 12, 2015 in the Internet Archive )
  18. ↑ Marlene Triltsch on May 8, 2019: Pick Up Choco & Hemp: The limited summer edition - kaufDA magazine. May 8, 2019, accessed on December 16, 2019 (German).