Super Streusel
Super Streusel is no ordinary baking ingredient label. What sisters Daniela Sichting and Katharina Decker founded in Hamburg in 2018 from a simple observation – the German market simply lacked beautiful sprinkle decorations – is today one of the best-known baking brands in the German-speaking world. Over 140 hand-mixed sprinkle blends with names like ‘Sternenregen’ and ‘FlamingoBingo’, produced without notifiable AZO dyes and exclusively in Germany and the EU, represent a brand that understands baking as a colourful, accessible experience. At miniSchoggi, Super Streusel complements the range with products that give homemade creations that special something – straightforward, effective and with an unmistakable character.
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Back to Home pageSuper Streusel – The Bakery Was Their First Classroom
Some companies are born from market analysis. Super Streusel was born from a childhood feeling. Daniela Sichting and Katharina Decker are sisters, originally from the Rhineland, and daughters of a confectioner. They grew up in their parents’ bakery in Krefeld – surrounded by icing sugar, cake boards and the familiar scent of freshly baked goods. Baking was never a hobby for them. It was everyday life, craft, family culture.
That they would one day find their way back to the world of baking was perhaps inevitable. What nobody anticipated was that they would shake up an entire market in the process.
From Cake Pops to Sprinkles – A Founding Story in Two Acts
The first step came in 2013: Dani, trained in business administration and journalism, baked cake pops and sold them through her own online shop – ‘Guter Kuchen’ – primarily to corporate clients. Kati, who had studied media and entertainment management and understood online shops and digital marketing, built the shop and joined the business. The pairing worked from the start: Dani with her instinct for product and communication, Kati with her technical and digital expertise.
What was missing were the right sprinkles. In the USA and Canada, a rich selection had long existed – in Germany, a single colourful mix dominated the supermarket shelf. In 2018, the two sisters ordered three tonnes of sprinkles and began developing their own blends. From that decision, Super Streusel was born. The online shop launched the same year. The first million in revenue followed in 2020 – accelerated by the pandemic, which sent people into their kitchens and ignited a passion for creative baking.
Streuselhausen – A Headquarters with Character
Super Streusel’s Hamburg headquarters is not called an office or a warehouse. It is called Streuselhausen – Sprinkle House. Behind a red brick facade in the Altona district, around 60 employees work to make the baking world more colourful. Here the sprinkle blends are mixed by hand to proprietary recipes, packaged and dispatched in pink parcels to customers all over the world. New products are developed here, recipes are tested and videos are produced for a community that now numbers well over 160,000 followers on Instagram and generates millions of views every month.
Streuselhausen can also be experienced quite literally: a sprinkle bathtub, filled to the brim with colourful sugar sprinkles, greets visitors and turns a company visit into a brand experience. This is no coincidence. Super Streusel understood from the very beginning that products alone do not make a brand. What the two founders have built is a world – and Streuselhausen is its physical centre.
A Brand That Lives Its Community
What distinguishes Super Streusel from many competitors is not product quality alone. It is the way the brand is led. Dani and Kati are not just founders – they are the face of Super Streusel. On camera every day, transparent, authentic and close to the people who use their products. This closeness has given rise to a fanbase that does not behave like a customer group but like a genuine community: hobby bakers share their creations, inspire one another and are actively included by the founders. New blends are developed in dialogue with the community. Some are even co-created by fans.
Super Streusel is available in 17 EU member states, has collaborated with partners including August Storck and appears regularly at trade events such as Cake&Bake in Dortmund. The TV format ‘Das große Backen’ brought the brand to a wide audience. Nevertheless, the own online shop remains the heart of the business – because there, as Dani Sichting says, the brand can be told the way it was meant.
Quality You Can See and Taste
All Super Streusel products are produced without notifiable AZO dyes. Instead of hard sugar balls that barely dissolve in the mouth, the blends contain soft chocolate balls. The range also includes organic and vegan products. Sprinkles and ingredients are sourced exclusively in Germany and the EU – a deliberate decision that ensures quality control and short supply chains.
The range today encompasses more than 140 sprinkle blends. Every single blend is mixed by hand at Streuselhausen and given a name that captures the mood: ‘Sternenregen’ for Christmas, ‘Flottikarotti’ for Easter, ‘FlamingoBingo’ for the big celebration. The names are not a marketing gimmick. They are a statement of intent.
Why Super Streusel Belongs at miniSchoggi
miniSchoggi carries Super Streusel because both worlds understand the same thing: that baking is more than the result on the plate. It is the moment of decorating, the proud display, the light in the eyes of the recipient. Super Streusel brings exactly this element into the miniSchoggi world – straightforward, accessible and with a range that requires no special skills but enables extraordinary results. Whether for a quick everyday cake, an elaborate birthday creation or a complex cake design project: the right sprinkles make the difference. And the range at miniSchoggi continues to grow.
Colourful. Special. Unmistakable. Super Streusel.