09.07.2026 | GEVELSBERG, COLOGNE
From recipe to shelf: product data that connects
One of Germany’s leading suppliers of frozen bakery products has decided for BAYARD’s Product Content Platform BYRD. The aim of the collaboration is to centralise the Product Information Management (PIM), improve data quality sustainably and make product information available to retail partners more efficiently.
With the introduction of BYRD, DEH will consolidate its product content in one central location. Product data will be captured in a structured way, quality-assured processed and made available in accordance with defined requirements. In doing so, the company is laying the foundations for a consistent, reliable and future-proof data supply to its customers.
The platform will be closely integrated with the newly introduced ERP system, Microsoft Dynamics 365 Business Central. This will enable product data to be automatically transferred, enriched and made available for downstream processes. In addition, relevant product information will be provided to retailers in a standardised form via established interfaces.
As a full-range supplier, DEH provides numerous companies with a wide range of frozen bakery products. In addition to products from its own production, the company also distributes items from selected European partners. With BYRD, DEH is establishing a central platform as ‘single source of truth’, in which all product information is consolidated, maintained and managed in accordance with quality assurance standards.
A key component of the project is the direct integration of suppliers into the data processes. Partner companies will in future be able to enter and update product data independently on the platform. Defined workflows, clear responsibilities and integrated validations ensure that all information is provided in a complete, consistent manner and to the required quality standard.
With the introduction of BYRD, DEH aims to further improve data quality, reduce manual processes and make product information available more quickly. At the same time, the company is creating a scalable foundation for future requirements, digital processes and further enhancements in product data management.
DEH
DEH is a family-run business with a tradition in the bakery sector dating back to 1987. As a specialist in producing and distributing innovative frozen bakery products, DEH offers a full range of over 450 items – from sweet to savoury.
The company’s headquarters have been located in Gevelsberg, Germany, since its foundation. This is where the heart of DEH beats: all central functions and departments are brought together at the modern headquarters. With the acquisition of its fourth site in Willich, the company is underlining its commitment to sustainably strengthening growth, product availability and customer proximity.
DEH operates from four sites and runs its own production facilities in the Münsterland region of Germany and in Nagyatád, Hungary.
DEH’s proven quality and compliance with all food safety standards, such as the IFS Broker, form the basis for the success of its in-house production. DEH consistently focuses on high-quality raw materials and avoids the use of artificial flavourings and colourings – with the aim of producing healthy and tasty baked goods.
A Germany-wide frozen food logistics network guarantees delivery within 24 hours (minimum order quantity 60 kg) for orders received by 12 noon. Customers throughout Germany and internationally place their trust in DEH’s variety, flexibility and quality. The company combines many years of experience, modern production technologies and personalised service – and thus stands for a wide range of premium-quality frozen baked goods.
BAYARD
BAYARD is a company within the Markant Group that helps manufacturers, brands, and retailers successfully manage their product data throughout the entire product content lifecycle. With many years of experience in Product Information Management (PIM), Data Syndication, and Product Experience Management, comprehensive consulting expertise, and its proprietary BYRD technology, BAYARD helps companies optimise their product data processes and deliver product information across all channels.
The BYRD Product Content Lifecycle Management technology combines PIM, Product Content Syndication, GDSN, and AI-powered processes into a centralised solution for scalable product content management. With BYRD, companies efficiently manage their product information and lay the foundation for compelling product experiences, retail media, AI applications, and sustainable success in digital commerce.
Leading retail companies such as the Schwarz Group, Douglas, Migros, and Colruyt, as well as consumer goods manufacturers like Danone, the Radeberger Group, Werner & Mertz, and Cosnova, rely on BAYARD’s solutions and services to sustainably improve their data quality and efficiency in the procurement, aggregation, and syndication of product content.
With the introduction of BYRD, DEH will consolidate its product content in one central location. Product data will be captured in a structured way, quality-assured processed and made available in accordance with defined requirements. In doing so, the company is laying the foundations for a consistent, reliable and future-proof data supply to its customers.
The platform will be closely integrated with the newly introduced ERP system, Microsoft Dynamics 365 Business Central. This will enable product data to be automatically transferred, enriched and made available for downstream processes. In addition, relevant product information will be provided to retailers in a standardised form via established interfaces.
As a full-range supplier, DEH provides numerous companies with a wide range of frozen bakery products. In addition to products from its own production, the company also distributes items from selected European partners. With BYRD, DEH is establishing a central platform as ‘single source of truth’, in which all product information is consolidated, maintained and managed in accordance with quality assurance standards.
A key component of the project is the direct integration of suppliers into the data processes. Partner companies will in future be able to enter and update product data independently on the platform. Defined workflows, clear responsibilities and integrated validations ensure that all information is provided in a complete, consistent manner and to the required quality standard.
With the introduction of BYRD, DEH aims to further improve data quality, reduce manual processes and make product information available more quickly. At the same time, the company is creating a scalable foundation for future requirements, digital processes and further enhancements in product data management.
DEH
DEH is a family-run business with a tradition in the bakery sector dating back to 1987. As a specialist in producing and distributing innovative frozen bakery products, DEH offers a full range of over 450 items – from sweet to savoury.
The company’s headquarters have been located in Gevelsberg, Germany, since its foundation. This is where the heart of DEH beats: all central functions and departments are brought together at the modern headquarters. With the acquisition of its fourth site in Willich, the company is underlining its commitment to sustainably strengthening growth, product availability and customer proximity.
DEH operates from four sites and runs its own production facilities in the Münsterland region of Germany and in Nagyatád, Hungary. DEH’s proven quality and compliance with all food safety standards, such as the IFS Broker, form the basis for the success of its in-house production. DEH consistently focuses on high-quality raw materials and avoids the use of artificial flavourings and colourings – with the aim of producing healthy and tasty baked goods.
A Germany-wide frozen food logistics network guarantees delivery within 24 hours (minimum order quantity 60 kg) for orders received by 12 noon.
Customers throughout Germany and internationally place their trust in DEH’s variety, flexibility and quality. The company combines many years of experience, modern production technologies and personalised service – and thus stands for a wide range of premium-quality frozen baked goods.
BAYARD
BAYARD is a company within the Markant Group that helps manufacturers, brands, and retailers successfully manage their product data throughout the entire product content lifecycle. With many years of experience in Product Information Management (PIM), data syndication, and Product Experience Management, comprehensive consulting expertise, and its proprietary BYRD technology, BAYARD helps companies optimize their product data processes and deliver product information across all channels.
The BYRD Product Content Lifecycle Management technology combines PIM, Product Content Syndication, GDSN, and AI-powered processes into a centralized solution for scalable product content management. With BYRD, companies efficiently manage their product information and lay the foundation for compelling product experiences, retail media, AI applications, and sustainable success in digital commerce.
Leading retail companies such as the Schwarz Group, Douglas, Migros, and Colruyt, as well as consumer goods manufacturers like Danone, the Radeberger Group, Werner & Mertz, and Cosnova, rely on BAYARD’s solutions and services to sustainably improve their data quality and efficiency in the procurement, aggregation, and syndication of product content.
Media Contact:
Fourspot
Media Relations
Björn Weber
Niddastr. 64
60329 Frankfurt, Germany
T: +49 69 156 154 05
E: bjoern.weber@fourspot.net
BAYARD GmbH
Marketing
Daniela Bayard
Agrippinawerft 30
50678 Cologne, Germany
T: +49 221 716 185 16
E: daniela.bayard@bayard-consulting.com
All product and company names are trademarks™ or registered® trademarks of their respective holders.
Media Contact:
Fourspot
Media Relations
Björn Weber
Niddastr. 64
60329 Frankfurt, Germany
T: +49 69 156 154 05
E: bjoern.weber@fourspot.net
BAYARD GmbH
Marketing
Daniela Bayard
Agrippinawerft 30
50678 Cologne, Germany
T: +49 221 716 185 16
E: daniela.bayard@bayard-consulting.com
All product and company names are trademarks™ or registered® trademarks of their respective holders.