Peter Kölln is optimising its product content management with Bayard

The renowned branded goods manufacturer Peter Kölln, which alongside its famous flakes also sells muesli, cereals, oils and vegetable fats to retailers in 23 countries, will switch to Bayard’s GDSN data pool b-synced by the end of January 2024. Going forward, the food producer wants to supply retailers with product content of its around 500 products via GDSN not only in Germany and Austria, but in all countries in which its products are available.

For the internationalisation, reports Markus Kreckler, Head of Internal Sales at Peter Kölln, the licensing model of product content specialist Bayard, part of Markant Group, is much more attractive than that of the data pool previously used. Furthermore, the Byrd technology, featuring the integrated b-synced data pool, also offers the opportunity to establish consistent product information management (PIM) as a single point of truth with which Peter Kölln’s various systems can be integrated.


“We are currently adapting to the fact that the food market will develop more dynamically, as consumers’ eating habits will continue to change more rapidly in the future,” explains Markus Kreckler: “Byrd can help us to set up our processes in a way that enables us to bring new products to market more quickly – both nationally and internationally.”

User-friendly solution

The branded goods manufacturer opted for the technology from Markant Group’s specialists Bayard because of the features and user-friendliness of the solutions: “For people who are familiar with master data, the technology is immediately intuitive to use,” says Markus Kreckler. The Cologne-based consultants also made a very positive impression with their understanding of the challenges of the consumer goods industry in the area of cross-company content management: “The Bayard team demonstrated a very high level of expertise and an excellent understanding of our processes,” reports Markus Kreckler.

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Magdalena Nowak

Magdalena Nowak is a trainee in the editorial team of The Retail Optimiser. She has gained valuable insights into the processes of the industry during previous jobs on the retail floor. Magdalena Nowak is studying journalism at Johannes-Gutenberg-Universität in Mainz.

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