DeineTorte.de

DeineTorte.de, operating under the legal name InterNestor GmbH, is an online purveyor of customizable cakes and pastries, holding a significant position in the European market. The company was established by Alexander Weinzetl and Henrik Svensson, who initially founded the parent company in 2006. The inspiration for the business stemmed from a backpacking trip through Australia in 2003, which instilled in the founders a desire to create a business that embodied a positive and joyful spirit. Their venture began in 2006 after discovering a unique cake printing technology developed by Swedish engineers. Initially, their business model focused on selling these specialized printers to German confectioners, but a lack of market adoption prompted a pivot. Consequently, they transitioned to producing and selling the customized cakes themselves, launching the DeineTorte.de online platform in August 2009.

The business operates primarily through its e-commerce platform, where customers can design and order personalized cakes for various occasions. The core of its offering is a proprietary and patent-protected printing technology that uses food-grade dyes to print images and logos onto high-quality marzipan or fondant which then covers the cakes. This allows for a high degree of personalization, serving both private consumers for events like birthdays and weddings, as well as a growing B2B segment with corporate clients ordering branded cakes. The product portfolio is extensive, including photo cakes, themed cakes, wedding cakes, cupcakes, brownies, macarons, and gluten-free options. All products are baked and hand-finished in their own master confectionery in Cologne and shipped across Europe. The company has developed specialized packaging to ensure the products arrive intact and fresh, with a shelf life of at least seven days after delivery. Revenue is generated directly from the online sale of these baked goods.

Significant milestones include international expansion with the launch of VotreGateau.fr in France (2011), jeEigenTaart.nl in the Netherlands (2014), dintarta.se in Sweden (2015), and twojtort.pl in Poland (2017). In 2018, Dr. August Oetker Nahrungsmittel KG acquired a 49% minority stake, which was increased to a full 100% acquisition in July 2020. Despite the acquisition, the founders, Alexander Weinzetl and Henrik Svensson, continued to manage the company's operations. As of 2022, the company employed over 150 people and generated an annual turnover of approximately €14.8 million. Alexander Weinzetl transitioned to an advisory role in 2023, after having led the company for 17 years.

Keywords: online cake delivery, custom cakes, photo cakes, personalized pastries, corporate cakes, e-commerce bakery, food printing technology, European cake market, baked goods online, InterNestor GmbH, Alexander Weinzetl, Henrik Svensson, Dr. Oetker, Cologne confectionery, themed cupcakes, logo cakes, online pastry shop, custom dessert, cake shipping, event catering