XOX Gebäck
German family-owned snack manufacturer founded in 1908, known for XOX-branded salty snacks, nuts, popcorn and biscuits.
Last updated September 26, 2026
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Overview
XOX Gebäck GmbH is a German family-owned food company headquartered in Lauenau, Lower Saxony, with production sites in Hameln and Lauenau. The company traces its origins to 1908, when Arius Rutgers van der Loeff and H. van Duisberg founded a biscuit factory named "Hollandia" in Gildehaus near Bentheim. The XOX name and logo were derived from two windmill sails with a grain of corn in the middle. In 1910 the company moved to Kleve-Kellen with 70 employees and produced XOX biscuits and XOX "Hopjes". During the French-Belgian occupation of the Rhineland (1923–1925), XOX held a monopoly on biscuit sales in the occupied territory, as its main competitor Bahlsen from Hanover was not allowed to deliver there. By 1929 the workforce had grown to 550, and by 1939 to 1,200 employees producing 5.5 million kilograms of biscuits in over 400 varieties. After World War II the factory was rebuilt and expanded, producing biscuits, wafers, cheese and salt biscuits, rusks, toffees and candies. In 1977 the Kleve plant was closed and the US conglomerate Nabisco acquired the company, moving production to Harry Trüller in Celle. In 1987 the food manufacturer Vogeley took over but discontinued production. In 1998 former Vogeley employee Edmund E. Besecke bought the XOX brand and revived it, relocating the headquarters to Hameln in the Weserbergland region. Operating as XOX Gebäck GmbH with three employees, he initially distributed salty snacks. The product range quickly grew to 20 snack products. In 2005 production was moved from the Netherlands to Hameln, and a central production and warehouse facility was established with 30 employees. By 2008, the brand's 100th anniversary, XOX had around 60 employees and a range of about 80 products, 60% of which were made in-house. In 2012, 100 products were offered under the XOX brand, with 80% in-house production at Hameln. Stefan Hund joined as managing director for marketing and sales in 2011 (some sources say 2014 as managing partner). In 2015 XOX celebrated 10 years of production in Hameln, with the workforce having grown to 160, and the company was active in more than 30 countries. From 2016 a new production hall was built in Hameln, doubling capacity. In 2021/2022 a new 30,000 m² logistics park and additional production site opened in Lauenau, directly on the A2 motorway between Hanover and Dortmund, using modern Industry 4.0 technology. Today XOX produces and markets more than 100 own-brand products under XOX Snack, XOX Naturell and XOX Nuts, including peanut flips, microwave popcorn, Asia snacks, corn snacks, baguette snacks, nuts, dips, tacos, peanut butter and popcorn. The company remains family-owned and is led by Edmund E. Besecke and Stefan Hund.
History
XOX Gebäck GmbH is a German family-owned food company headquartered in Lauenau, Lower Saxony, with production sites in Hameln and Lauenau. The company was founded in 1908 by Arius Rutgers van der Loeff and H. van Duisberg in Gildehaus near Bentheim under the name "Hollandia". The XOX name and logo originated from two windmill sails with a grain of corn in the middle. In 1910 the company moved to Kleve-Kellen with 70 employees and produced XOX biscuits and XOX "Hopjes". During the French-Belgian occupation of the Rhineland from 1923 to 1925, XOX held a monopoly for biscuits in the occupied territory, where its main competitor Bahlsen from Hanover was not allowed to deliver. This led to decades of rivalry, with only brief price agreements during the economic crisis of 1931/32. By 1929 the number of employees had risen to 550, and by 1939 to 1,200 employees producing 5.5 million kilograms of biscuits in over 400 different varieties. Biscuits became a cheap mass-produced item. After World War II the factory was rebuilt and expanded. It produced biscuits, wafers, cheese and salt biscuits, rusks, toffees and candies. In 1977 the Kleve plant was closed. The US conglomerate Nabisco bought the company and moved production to Harry Trüller in Celle. In 1987 the food manufacturer Vogeley took over the company but discontinued production. In 1998 former Vogeley employee Edmund E. Besecke bought the XOX brand and revived it. He relocated the headquarters to Hameln in the Weserbergland region, where he began distributing salty snacks under the name XOX Gebäck GmbH with initially three employees. The XOX warehouse was located in southern Germany, from where all customers were served. In 2005 production was moved from the Netherlands to Hameln. The warehouse in southern Germany was also dissolved and the construction of a central production and storage facility in Hameln began with 30 employees. Three years later, in 2008, the XOX brand celebrated its 100th anniversary. At that time XOX had around 60 employees; the range included about 80 products, 60% of which were made in-house. In 2012, 100 products were offered under the XOX brand, and in-house production at Hameln was 80%. In 2011 Stefan Hund joined as managing director for marketing and sales (some sources say 2014 as managing partner). In 2015 XOX celebrated the 10th anniversary of production at the Hameln site. Over the years the number of employees grew to 160. XOX also continuously expanded international distribution channels for its snacks, becoming active in more than 30 countries. From 2016 a new production hall was built at the Hameln site, laying the foundation for new technologies and doubling production capacity. The commissioning of the new site in Lauenau in 2021/2022 enabled future distribution network and production expansion. The new 30,000 m² logistics park and additional production site in Lauenau, directly on the A2 motorway between Hanover and Dortmund, was designed with modern Industry 4.0 technology. In the future, trend products for conscious snackers will be increasingly produced there, using new ingredients such as pulses and field crops. In the Hameln plant, capacities for classic products are being doubled. Today XOX produces and markets more than 100 own-brand products under XOX Snack, XOX Naturell and XOX Nuts, including peanut flips, microwave popcorn, Asia snacks, corn snacks, baguette snacks, nuts, dips, tacos, peanut butter and popcorn. The company remains family-owned and is led by Edmund E. Besecke and Stefan Hund.
- 2022
New 30,000 m² logistics park and additional production site in Lauenau opened, directly on the A2 motorway.
- 2021
New site in Lauenau commissioned, enabling future distribution and production expansion.
- 2016
Construction of a new production hall in Hameln began, doubling capacity.
- 2015
Celebrated 10 years of production in Hameln; workforce grew to 160; active in more than 30 countries.
- 2014
Stefan Hund became managing partner of XOX Gebäck GmbH (according to some sources).
- 2012
100 products offered under the XOX brand; in-house production at Hameln reached 80%.
- 2011
Stefan Hund joined as managing director for marketing and sales.
- 2008
XOX brand celebrated its 100th anniversary with around 60 employees and about 80 products, 60% made in-house.
- 2005
Production moved from the Netherlands to Hameln; central production and warehouse established with 30 employees.
- 1998
Edmund E. Besecke bought the XOX brand and revived it, relocating headquarters to Hameln and starting distribution of salty snacks with 3 employees.
Products and positioning
Producer and inventor of innovative snacks and classics, offering a wide range of salty snacks, nuts and specialties under the motto "From the Weser into the world".
XOX Erdnussflips
Peanut flips snack, 40g.
XOX Mikrowellen Popbox salzig
Microwave popcorn, salty, 90g.
XOX Asia Teriyaki Snack
Asian-style teriyaki snack, 80g.
XOX Corns Paprika
Corn snack with paprika flavor, 85g.
XOX Baguette Snack Pesto
Baguette snack with pesto flavor, 150g.
XOX Asia Miso Snack
Asian-style miso snack, 80g.
XOX Pommes Currywurst
Currywurst-flavored fries snack, 25g.
Pink Lady Porridge
Porridge product, 350g.
Sources4 sources
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