Dr. Oetker Stories
Imperial - the sweet success story behind the brand
The Belgian baking brand has been part of the Dr. Oetker family since 2023 and enriches the existing range with even more variety that includes baking ingredients, desserts, sauces, flour and preserves.
18.2.2025 • Products and Services
Pioneering spirit, brand identity, loyal consumers, pudding, and baking ingredients: What brand fits better with Dr. Oetker than Imperial? Since March 2023, the Belgian portfolio has been part of the Dr. Oetker family, adding even more variety to our existing range. Established in Belgium, France, and the Netherlands, the brand from the world of baking ingredients and dessert mixes is one of the leading brands in both the Belgian retail and professional sectors.
The success story for Imperial dates back to the entrepreneurial couple John Collin and Jeanne Verelst. In early 20th century Antwerp, John owned a coffee factory, and Jeanne ran a grocery store. While John’s factory was rather mediocre, Jeanne showed true entrepreneurial spirit. In her small shop, she sold fresh pudding but struggled with impractical production. So, she tinkered and experimented until she eventually developed the first Belgian pudding powder. The demand skyrocketed. And John? He closed his coffee factory and, together with Jeanne, devoted himself to the new pudding powder production. This all happened in 1928, the founding year of Imperial.
A perfect combination: Imperial and Dr. Oetker
Today, Imperial is the best-known brand for dessert mixes in Belgium, with additional markets in France and the Netherlands. It is considered the benchmark for cooked pudding and vanilla sugar in Belgium, enjoys enormous consumer trust, and appeals to similar consumer groups as Dr. Oetker.
“Anyone who delves into the history, products, and market positioning of Imperial will quickly understand why we decided to acquire the brand,” says Dr. PeterHendrik Ingermann. As Executive Manager Investment Steering & Mergers & Acquisition, one of his tasks is to oversee company and brand acquisitions like that of Imperial. Alexandre Thiry, Country Manager Belgium and responsible for Imperial, supports this statement with solid numbers: “In the category dessert, Imperial has a market share of 56 percent in Belgium, while Dr. Oetker has 31 percent. Together, we now cover 87 percent. In baking ingredients, Imperial benefits from Dr. Oetker’s strong positioning with its 15 percent market share. Here, we jointly achieve 52 percent. Imperial and Dr. Oetker perfectly complement each other.”
As Country Manager of Dr. Oetker Belgium, Alexandre Thiry is responsible for the Imperial brand, among other things.
Delicious product variety of Imperial
Imperial is active in five product categories. Besides baking ingredients and desserts, these include sauces, self rising flour, and preserves. The focus is primarily on vanilla sugar and baking powder in the world of baking ingredients, as well as vanilla pudding mixes and dessert
sauces. Imperial also offers puddings and toppings in large packages for the professional market. Imperial is particularly strong in the market for baked goods ingredients and provides significant added value in addition to the markets occupied by Dr. Oetker Professional. For example, in 2023, 25 million baked goods in Belgium were made with Imperial pudding.
For more information please contact:
Thierry Krauser
Media Spokesperson Finance / Countries