Almost every German has munched on it, be it sugar-loving kids or elderly matrons over a cozy coffee klatsch: the iconic Leibniz butter cookie. After all, it has been on the market for more than 120 years and is known across the country. And even many sweet-toothed Americans or Brits are familiar with the treat.

The famous cookie has been the key product for Bahlsen’s economic success. In 2015, the German company sold over 2 billion of its bestseller in more than 55 countries. Overall, Bahlsen generates annual sales of €559 million. The family-owned company has always kept an eye on tradition. But now the cookie empire from Hanover is overhauling its leadership structure.