Hermann Bahlsen

In 1893, Bahlsen had the idea of advertising his butter cakes, which unlike those of his competitors were not sold loose but packed in bags, with a Leibniz quote.

Another characteristic of the biscuits besides the hieroglyph are the 52 "teeth" (heraldic "thorns"), the 15 punched points on the front, and the typical Leibniz lettering.

In 1911 or 1912 the Germanisation of the English word “cakes” to “biscuit”, which Bahlsen had fought for a long time, found its way into the Duden dictionary.

Similar to how Heinz Appel replaced the term “delicacies” with his word creation “delicatessen” in the first half of the 20th century, it was the close connection between the creative spirit and art that made the products of the Hanoverian family companies “something special”.

Klaus Wiborg, editor of the Frankfurter Allgemeine Zeitung, wrote: "The style that suggests the creative investment and the intellectual entrepreneurial personality behind everyday goods has proven to be the most effective sales promotion in the long run.

In 1916 and 1917, Bahlsen sponsored the artist Bernhard Hoetger to develop plans for an Egypt-themed city named the TET-Stadt, but they were never realized.