Manner wafers to shrink sizes and cut sugar as CEO targets growth in Germany
Manner wafers will be relaunched in smaller formats with reduced sugar as the company pursues market growth in Germany while pledging not to raise retail prices.
On May 16, 2026, Manner’s chief executive outlined a strategic push to expand the company’s presence in Germany by diversifying beyond its traditional classic wafer product. The plan centers on introducing smaller, on‑the‑go wafer formats and lowering sugar content to meet changing consumer preferences while maintaining current price points. Company executives framed the changes as a volume‑led growth strategy rather than a move to extract higher margins through price increases.
CEO outlines German growth strategy
Manner’s leadership described Germany as a priority market for the next phase of growth, citing consumer trends toward convenience and lower‑sugar snacks. The CEO emphasized that the aim is to increase household penetration by offering formats and recipes more attuned to German shoppers’ habits.
Executives said the strategy deliberately avoids broad price rises, instead relying on product innovation and a refreshed assortment to stimulate sales. The company framed this approach as necessary to defend market share against rival confectionery brands and private‑label offerings.
Product redesign: smaller formats and reduced sugar
The product changes will include smaller wafer formats designed for snacking occasions and packs meant for single consumption, according to company statements. Reformulating the wafers to reduce sugar was described as a technical priority, intended to align Manner wafers with growing demand for lower‑sugar alternatives.
R&D teams are reported to be balancing texture and taste while cutting sugar, a process that typically involves ingredient substitutions and recipe optimization. The company signaled it would retain the core wafer character that defines its brand, even as it experiments with new size, shape and filling combinations.
Pricing strategy: growth without higher prices
Manner stated that retail prices would not be increased as part of the relaunch, placing the emphasis on growing volumes rather than per‑unit profitability. To achieve that, the company plans to employ a mix of promotional activity, SKU rationalization and targeted marketing to drive trial and repeat purchases.
Management suggested margins could be preserved through efficiency gains and a broader product mix that includes both mainstream and higher‑value items. The approach signals a willingness to accept narrower short‑term margins to secure a larger market footprint in Germany over time.
Production and supply‑chain adjustments
Implementing smaller formats and recipe changes will require adaptations across production lines and procurement, the company acknowledged. Equipment modifications, packaging redesigns and new supplier specifications for lower‑sugar ingredients are among the operational steps cited by executives.
Manner indicated it would coordinate the roll‑out to minimize disruption, staging changes across factories and adjusting logistics to support new pack sizes. The company did not disclose specific investment figures but said the changes would be integrated into planned capital expenditure for manufacturing modernization.
Retail rollout and distribution plans
The relaunch will target both traditional grocery channels and convenience outlets, with an emphasis on point‑of‑sale visibility for the new smaller packs. Manner executives highlighted partnerships with German retailers as central to the roll‑out, including promotional campaigns designed to accelerate shelf adoption.
The company also plans tailored merchandising for on‑the‑go locations such as petrol stations and high‑traffic transit hubs, reflecting the strategic shift to snack‑sized formats. Marketing will emphasize familiar brand cues while underscoring the reduced‑sugar profile to attract health‑conscious shoppers.
Competitive positioning and consumer response
Manner’s repositioning places it in direct competition with other established wafer and biscuit manufacturers as well as growing private‑label ranges that have targeted value and health attributes. Analysts say success will hinge on Manner’s ability to maintain taste and brand recognition while delivering the healthier profile consumers expect.
Early consumer testing, according to company sources, has yielded promising feedback on taste and convenience, though Manner acknowledged the importance of nationwide trial to confirm acceptance. Retailers will likely watch initial sales closely to decide on shelf space allocation and promotional support.
Manner has framed the initiative as a modernization of a century‑old brand rather than a departure from its heritage product. The company has not provided definitive launch dates for the full nationwide roll‑out and said specifics on timing would be announced as production and retail agreements are finalized.
