Kelsen Group delights cookie lovers worldwide
Enjoyed as one of the most popular treats, butter cookies have delighted millions of people all over the world with their crisp, sweet and buttery taste. The delectable treat was also responsible for a love story that blossomed in a small Danish village more than 80 years ago. Selling his beloved Anna's wonderful buttery cookies to neighbouring villages, Marinus Kjeldsen and his wife opened their first commercial bakery in 1933. This established and sealed Denmark's spot in the global cookie industry.
Known today as the Kelsen Group, the cookie company's flagship brand Kjeldsens was appointed as purveyor to the Royal Danish Court in 2009. Each tin of Kjeldsens butter cookies therefore proudly displays this appointment with a golden crown in its logo, symbolising the brand's authenticity, quality and status.
"When the Kjeldsen family established this bakery, they had a special sense for quality, so they put a lot of love and handcraftsmanship into the products," says Brian Ronsholdt, CEO of Kelsen. "Making high-quality Danish butter cookies known under the Kjeldsens brand today is the heart of the company."
Kelsen has not only captivated the Danish royal family, but it has also won customers in Europe, the Middle East and the United States. Kelsen products bring smiles to families in Asia as the company continues to use Kjeldsen's original recipe to create a range of cookie brands and variants, all made in Denmark.
Mixing great taste with good-quality butter, natural ingredients and processes that are certified by international standards, Kelsen continues to strengthen its brand's positioning as a prestigious gift for friends and family. It exhorts customers to celebrate "golden moments" with loved ones, making Kjeldsens a common sight in Asian homes and offices, particularly during Lunar New Year and the Mid-Autumn Festival.
"We are popular in two seasons in Asia, and we are working on doing a lot more seasons throughout the year," Rønsholdt says. "We are also focusing our resources on expanding the organisation, intensifying marketing activities and strengthening our distribution structure in Asia to serve markets in Malaysia, Vietnam, South Korea and Taiwan."
