With bold branding and sustainable packaging, WECK is ready to scale, ready to partner, and ready to lead.
A household name for more than a century, WECK is writing its next chapter. Historically associated with high-quality glass jars for traditional home canning, it is now repositioning its distribution model. The business has been supported by AURELIUS since late 2023, since when it has been undergoing transformational change.
The iconic German jar producer is set to launch its new branding and two packaging concepts specifically tailored for Retail and HoReCa (Hotel, Retail, Catering), taking a more direct route to market and offering better solutions to its B2B customers.
This strategic shift forms a big part of WECK’s transformation – one that allows the business to make its distribution model leaner, save transportation costs and offer more attractive margins for retail and wholesale customers.
The new branding and updated packaging are designed to resonate across supermarket shelves, as well as specialised wholesalers and boutique shops. The packaging concepts meet the needs of modern buyers – practical, sustainable, and distinctive. The underlying supply chain setup is supported by partnerships with nearby sheltered workshops, through which the company fosters employment and inclusion opportunities for persons with disabilities. It is also supported by the successful acquisition and integration of WAL GmbH in 2024.
“This is a turning point for WECK. We are ready – not only with the right products and packaging, but with the infrastructure and team to serve our customers directly,” says Karine Rondeau, Head of Marketing at WECK.
WECK’s efforts are already bearing fruit: the company expects its first listing of the HoReCa concept at renowned wholesalers in Germany. This direct retail relationship is a first for WECK and highlights its intention to establish itself at scale in the retail market.
WECK’s wider transformation is reflecting positively on its profitability: WECK expects a substantially higher EBITDA for 2025 than in the prior year, thanks to increased sales volumes, a recalibrated pricing strategy, and structural cost optimisation.
International expansion is another core pillar of WECK’s strategy. WECK is looking into expanding its international distribution network, working with more distributors across the world.
The company’s presence on Amazon Germany continues to grow, with plans underway to expand listings across Europe this year. Meanwhile, the recent launch of the WECK recipe book for preserving has proven a surprise hit, with over 15,000 copies sold to date – a testament to the strength of the iconic WECK brand. The company is currently working on several international versions as well as a fermentation book that are all expected to be launched during the next few months.
Looking ahead, AURELIUS will support WECK to continue investing in strategic initiatives to drive growth and operational efficiency. Most importantly, the evolution of the product portfolio – both in industrial packaging and consumer-facing jars – will bolster a more diversified and higher-margin revenue base.
AURELIUS’ support has helped make WECK ready to shape the future of preserving – one jar at a time.