Positive feedback for GoodMills Innovation at südback 2026: the stand served as a hub for lively discussions with bakeries, industry and international customers.
Hamburg, 06.11.2026 – Excellent taste is a prerequisite in the artisan baking trade, but consumers today also demand additional health benefits. As a result, protein, fibre and wholegrain enrichment options attracted a lot of attention at the GoodMills Innovation and GoodMills Deutschland stand at südback.
“The trade fair was very well attended, with a good mix of bakeries, industry and international customers,” says Stefan Laackmann, Managing Director of GoodMills Innovation. “We enjoyed really good conversations and made valuable new contacts, too.”
Meeting demand for healthy baked goods
Among other things, GoodMills Innovation presented GoWell® Tasty Protein in a spelt-skyr protein bread, SNOW® Spelt as a light, mild wholegrain baked good, and SNOW® Prebiotic Fibres in cookies. “Our solutions relating to wholegrain and protein met with an exceptionally strong response,” notes Tayfun Hazerli, Head of Sales Craft Bakery at GoodMills Innovation. “Many people cannot begin to comprehend what is possible today in these product categories.”
Janus Ripken, master baker and currently a trainee in application technology at GoodMills Innovation, as well as coach of the German national junior bakers’ team, agrees. He says: “Customers were pleasantly surprised by the sensory qualities of our products, given their high fibre and high protein content. The combination of spelt and clean label was also of particular interest, as was the potential for improved production efficiency with GOOD NatureRelax®, TIP-TOP Ultra Clean® and SMART® Spelt.”
Preserving brand identity
The flexibility of the raw materials and their combination possibilities, for instance, within the modular system of the Slow Milling® range, also attracted considerable interest. “Opportunities to differentiate themselves from food retail and competing bakers are very important to customers, particularly in order to preserve their own brand identity,” explains Ripken. Hazerli adds: “To beat rising costs and achieve standout quality, companies must also embrace innovative mono-components and clean label solutions. Our products capture the essence of the modern bakery market and current consumer demands.”
Warm and welcoming
The open stand design in warm beige tones placed visual emphasis on naturalness and craftsmanship. Goods were freshly baked every morning for the tastings, with the corresponding ingredients placed beside them. The artisan character of the breads was a recurring talking point among visitors.
“With the open, modern stand and perfect baked goods, we made a real statement to the industry,” says Laackmann. “Even competitors said how much they liked the stand and how great our baked goods looked. This was, in part, a business objective as, for us, it is enormously important to be recognised in the artisan trade and by the industry. Not everyone knows what GoodMills Innovation does or is capable of, with many still associating us with classic milling.”
The joint appearance with GoodMills Deutschland contributed to the message the company wanted to convey: “We were able to combine the innovative strength and solution expertise of GoodMills Innovation with the milling appeal of GoodMills Deutschland, thus demonstrating the strength of the group,” adds Laackmann. “A thoroughly motivated team did a sensational job and I can’t wait for südback 2028.”
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