Dr. Oetker Stories
Making a dessert means sharing love.
Since 1897, the alsa brand has captured the hearts of French baking enthusiasts and today can be found in kitchens worldwide. With a comprehensive portfolio ranging from baking and decorating ingredients to baking mixes and dessert powders, as well as yogurt preparations, baking aids, and preserving products, alsa is the trusted companion for bakers of all skill levels.
23.7.2025 • Products and Services
In 1896, a young apprentice baker named Émile Moench watched in Vienna as his master used baking powder instead of yeast to make cakes rise. The idea stuck with him, and after returning to France, he began producing his own baking powder in his cellar. Just a year later, he founded his company called alsa in Nancy – named after his home region, Alsace – and began selling baking powder in its now-iconic pink packets.
By the way: According to legend, Émile Moench’s wife Elisabeth once dreamed of an Alsatian woman wearing traditional headgear. From this dream, the emblem still used today as the brand’s trademark was born.
By the way: According to legend, Émile Moench’s wife Elisabeth once dreamed of an Alsatian woman wearing traditional headgear. From this dream, the emblem still used today as the brand’s trademark was born.
Pioneer of the baking industry in France
Throughout the early 20th century, the product range continued to grow. First with baking ingredients, later also dessert preparations were added. With the move of the production location to Ludres in 1972, alsa reached a whole new level. The company now had modern production facilities, its own Research and Development center, and was the first to introduce ready-to-bake liquid cake doughs. This made alsa a pioneer in the French baking industry.
alsa’s distinctive pink packaging stands out on any supermarket shelf.
Welcome to the Dr. Oetker family
In 2019, Dr. Oetker acquired alsa, strategically expanding its product portfolio. The two companies not only operate in the same markets and share a similar founding history, but have also benefited greatly from their collaboration – as the past six years have clearly shown. Alsa continues to grow and has long since become France’s leading brand in the cake and dessert market, with an impressive market share of over 53 %. This growth is driven primarily by dessert powders and baking mixes, but also by vanilla sugar, yeast, and baking powder.Alsa’s tradition and expertise, paired with the motto “faire un dessert c’est donner de l’amour” – “making a dessert means sharing love,” harmonize perfectlywith Dr. Oetker’s purpose of “Creating a Taste of Home.” Both alsa and Dr. Oetker strive to create delicious family moments with loved ones. That’s exactly why they’re such a great match.
alsa Headquarter Strasbourg
alsa headquarter with solar panels on top
Dr. Oetker France employs over 320 people in Production, Research & Development, Marketing, Digital, Sales, Supply Chain, IT, Controlling, Accounting, and more. Today, the alsa brand is sold in six countries and has its own production facilities at two locations.
Challenges and goals of the brand alsa
In times of rising inflation, consumers tend to turn to cheaper private labels. That’s why it’s essential for brands like alsa to maintain the quality that sets them apart from competitors, as Didier Muller, Managing Director of Dr. Oetker France, explains: “Our goal is to increase awareness of alsa compared to competitors and make it the preferred brand in France’s cake and dessert market. We aim to modernize alsa’s brand perception among young people and continue attracting new consumers.”To achieve this, alsa continuously develops its product range and responds directly to the needs of young consumers. One example is the #MyMugCake product line, which was co-created by the alsa marketing team and a panel of young consumers aged 18 to 25, and is inspired by social media trends.
In general, culinary artistry and baking excellence are deeply rooted in French culture. Consumers expect high quality, authenticity, and memorable taste experiences. French consumers are often emotionally connected to food and brands. In times of uncertainty, brands serve as comforting refuges, bringing warmth, safety, and a sense of family togetherness. alsa conveys that feeling through its traditional values and high-quality products.
To be future-ready, Dr. Oetker France is actively investing in key areas at alsa, including production lines, logistics palletizing automation, and workforce expansion. “In our current and future investments, alsa and our other brands are committed to sustainability initiatives, such as using renewable energy through solar power and connecting to district heating networks,” says Didier Muller.
"We aim to modernize alsa’s brand perception among young people and continue attracting new consumers." Didier Muller, Managing Director Dr. Oetker France
Influencer Event
Like Dr. Oetker, alsa also stands for a Taste of Home. That’s also reflected in these images from a coffee shop themed influencer event.
For more information please contact:
Thierry Krauser
Media Spokesperson Finance / Countries
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