Knack & Back Croissants

Knack & Back is a well-known brand in Germany specializing in refrigerated, ready-to-bake dough products. The brand name itself is a clever play on the sound of the cardboard tube 'popping' (Knack) and the banking process (Backen). It has become a household name for quick home-baked goods ranging from croissants and rolls to pizza dough and cinnamon buns.

While the brand has deep roots in the European market through various owners over the years, it is currently part of the global portfolio of General Mills. Manufacturing takes place at various specialized facilities across Europe to ensure freshness and supply chain efficiency. General Mills, headquartered in the United States, manages the brand's innovation and distribution, maintaining its position as a market leader in the chilled dough category.