The "Eberswalder" brand is known for its grilled sausages without casings and smoked salami, and is even considered a cult brand from East Germany by some. But after almost 50 years, the traditional sausage factory in Britz near Eberswalde in Brandenburg, north-east of Berlin, is coming to an end. Production will end at the end of February - a shock for around 500 employees. The NGG trade union plans to fire up the barbecue in front of the factory gates this Saturday and organize a "funeral service".
Two examples: The Bielefeld-based Dr. Oetker Group bought the baking company Kathi from Saxony-Anhalt in 2025. The dishwashing detergent brand Fit has a new owner from Spain. It was announced that Halberstädter Bäcker und Konditoren GmbH in Saxony-Anhalt, known for its stollen, is to be restructured. The ailing traditional bakery filed for insolvency.
Experts: Brands are more than just logos
Will consumers lose their appetite if the "Eberswalder" brand from the East moves? Brand experts are convinced that a traditional brand is more than just a logo and packaging: it stands for origin, history and identity.
"We're actually talking about cultural treasures here, so to speak - things that I grew up with, things that have more or less shaped my everyday life," says Oliver Errichiello, Professor of Brand Sociology at Mittweida University of Applied Sciences in Saxony. He sees a loss of trust for East German brands. This has to do with the fact that "East Germans have now learned that most East German brands are no longer backed by East German companies," says Errichiello.
