For 100 years: love and passion for brands

Vision, courage and an unwavering confidence in one's own product – with these characteristics, our company founders laid the foundation for an extraordinary success story: the transformation from a small family business to a branded goods manufacturer that has a lasting impact on growth.

The ingenious idea of our inventor Melitta Bentz to make coffee free of sentences with an attachment and special filter paper gives countless people special moments of pleasure. But success brings competition to the scene. In 1925, Melitta filter paper was brazenly copied – including packaging and lettering. 

The answer to idea theft

The bold answer to this is a consistent positioning as a brand owner and an unmistakable packaging design: an encircled "M" as a trademark, the systematic use of the Melitta name as a promise of quality and the characteristic red and green packaging become symbols of reliability and innovation.

Then as now, brand management for us means responding to people's wishes for quality, consistency and inspiration and inspiring them to innovate. With heart and soul, generations of marketing experts have further developed the Melitta brand. Red and green remain as characteristic colors, even if the nuances vary over time.

New brands, new worlds

In the 1980s, our group of companies opened the doors to the international brand world. It creates new business areas and new brands with their own competence requirements and colour worlds. These include Toppits®, Swirl®, Handy Bag® and Albal®. Each one carries the promise of making people's everyday lives a little more beautiful and easier.

Brands are more than names and colors. They convey emotions, values, provide security and create trust – especially in our fast-paced world. In the future, it is our goal to continue to develop the brand portfolio with innovative spirit and passion. The power of the brand remains the foundation for sustainable success – today as it was 100 years ago.