MAB, a premium biscuit manufacturer in Alsace, is set for growth through a strategic takeover led by Raphaël Kiesele, with significant backing from UI Investissement and BNP Paribas Développement.

Target Information

Founded in 1996 in Riquewihr by Jean-Marc Muller, the Maison Alsacienne de Biscuiterie (MAB) specializes in the production and marketing of premium biscuits. The company offers a diverse range of products, organized into four main categories that include over 200 different references: traditional Alsace recipes (such as bredeles, Riquewihr macarons, and Kougelhopf), French traditional recipes (fine macarons, meringues, and madeleines), a chocolate and confectionery line, and seasonal creations (including gingerbread, galettes des rois, and doughnuts).

MAB takes pride in its artisanal expertise, featuring a catalog of 50 recipes and producing all its items in a 2,000 square meter facility located in Colmar, with a significant emphasis on sourcing from French suppliers (90% of purchases). Currently, the company generates an annual revenue of €12 million and employs 70 permanent staff members. MAB distributes its products through a multichannel network, which includes 12 retail outlets in Alsace and Lorraine, several Christmas market chalets, an online sales platform, and a B2B offering under both private label and white label options for retailers, wholesalers, hotels, and catering businesses.

Industry Overview in France

The French biscuit industry is characterized by a robust market and a growing demand for premium and artisanal products. As consumers increasingly prioritize quality and authenticity, artisanal producer