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The Kornspitz – An Austrian Roll Conquers the World

Its date of birth was in the year 1984. Since then, it has witnessed a steep rise in popularity. As in a flight of fancy, it conquered the bread basket, the breakfast table and the hearts of people, and even made eating dietary fibres socially acceptable. One is talking about the Kornspitz grain roll, an Austrian creation, of which 4.5 million are eaten each and every day in 69 countries around the world. The flagship brand from backaldrin is the most successful brand-name roll in Europe today. The flavoursome taste, the high proportion of fibres and its low Glycemic Index are precisely those "ingredients" enabling this popular roll to conquer the world.


"Crispy, flavoursome and rich in fibres" – this short description best depicts what has emerged as an export hit from Austria for more than 20 years. The Kornspitz was devel­oped in the year 1984 by backaldrin, Austria’s leading producer of baking additives. "The original recipe continues to remain unchanged, and the Kornspitz tastes the same way it has always tasted", explains Peter Augendopler, backaldrin’s owner and the inventor of the Kornspitz. Following its world premiere at the Austrian Baking Exhibition in 1984, nothing could stop the continuing rise in popularity of this tasty roll, until it ultimately became the most successful brand-name roll in Europe. Consumers in 69 countries do not want to do without their Kornspitz, eating a total of 4.5 million of these rolls each and every day.

The flagship brand developed by backaldrin contains a balanced mixture of high-value natural ingredients, primarily cultivated on a regional basis: rye and wheat flour, bruised rye, wheat and soy grain, wheat malt, linseed and salt. Due to the high proportion of bruised grains, which are actually grain seeds minced into small pieces, the Kornspitz contains all the valuable ingredients found in the grain. The proportion of fibres is about 7 per cent, which is even higher than that found in most types of granola or muesli. At the beginning of the 1980s, this cult brand from backaldrin also inaugurated a new era in nutrition. Dietary fibres became socially acceptable, and by now they have become an integral component of modern nutrition.

In addition to important fibres, the Kornspitz also contains a large amount of
B-vitamins, minerals (e.g. calcium and phosphorus) as well as crucial trace elements (e.g. iron, copper, manganese and zinc).

Kornspitz – Happiness with "Glyx"

The Kornspitz is in a class of its own when it comes to the Glycemic Index. A study carried out by the Department for Nutritional Sciences at the University of Vienna conclu­ded that the Kornspitz ranked at the top of the index, achieving a level of 43. As a result, the roll is positioned significantly below the threshold of 55. Due to the fact that the Kornspitz is under 55, nutrition-conscious people concerned about their figures and following the Glyx diet can enjoy it as much as much as they want to.

A product of the backaldrin think tank

The success of Kornspitz is indelibly linked with the company name backaldrin. The basis for the coveted Kornspitz – namely the KornMix – is produced at the headquarters of the family-owned company in Asten, where the Kornspitz was born and raised, and exported to 61 countries.

In the think tank for baking ideas, Kornspitz Marketing GmbH was founded in the year 2001. The company supports bakeries around the world to market the fibre-rich cult roll, offers different types of advertising tools, organises events and also coordinates the Web site at www.kornspitz.com. Particularly during the winter months, hundreds of thousands of surfers access the home page and participate in the legendary Kornspitz Cup, an online game and competition.

An innovative product combined with efficient marketing has turned Kornspitz into a strong brand. "The Kornspitz is the second biggest brand-name product Made in Austria, surpassed only by Red Bull", says Peter Augendopler, known as "Mister Kornspitz", in summarising the success story of the roll he invented. The brand is patented, and is marketed under the same name in all the company’s sales markets. The only exceptions are China and Japan, where the "r" is not commonly used. In these countries, the export hit from Austria is marketed under the brand name "Edelweiß" (edelweiss – the flower), and is presented to consumers the same way it is known to and loved by the rest of the world – crispy, tasty, and fibre-rich.

Further information about the Kornspitz, as well as nutritional tips, recipes, online games and much more can be found at www.kornspitz.com.