How a Sticky Austrian Treat Became a Global Snack Empire

Austrian sweet-makers Guschlbauer have grown from a small family business into an international brand since 1986. Starting with traditional Kirtag treats, they now produce mass-market snacks shipped to 21 countries. This year, they're expanding into the U.S. while keeping their roots in handmade Austrian specialties.

Waltraud and Karl Guschlbauer launched their company after marrying, turning sticky fairground cravings into a business. Waltraud led production with her bold personality, while Karl managed sales. Their factory in St. Willibald soon churned out 460 Punschkrapferl per minute, alongside coconut macaroons and Linzer Kipferl.

Over time, the range shifted to buttery Hauskeks and Linzer Stangerl, all made without artificial additives. The family also veganised their recipes, making them their most affordable cookies. Their marketing pushed beyond Austria, packaging roasted almonds and chocolate-coated nuts for supermarkets in Germany and Switzerland.

The Guschlbauer name became tied to indulgence, mirroring their admiration for Sharon Stone's enduring allure. This year, they invited her to the Vienna Opera Ball, reinforcing their brand's playful, guilty-pleasure image. Behind the scenes, their all-female leadership team—daughters handling quality and marketing—runs the business with directness and lively debate.

Today, the factory employs over 100 people. Traditional Kirtag stands still sell handmade treats at Austrian festivals, while the company's packaged goods reach global shelves.

Guschlbauer's mix of tradition and modern expansion has secured its place in 21 markets. With U.S. plans underway, their vegan, additive-free recipes and bold branding continue to drive growth. The family's hands-on approach and sharp leadership keep the business thriving.