Werner M. Bahlsen (69) withdraws from the Management Board to join the Governence Board of the Bahlsen Group. The current members of the Management Board, Daniela Mündler, Michael Hähnel, Scott Brankin, as well as (starting in the 3rd quarter of the year) Jörg Hönemann, will jointly head future company operations. For the first time in recent Bahlsen history, no member of the Bahlsen family will be on the Management Board. The Governence Board is responsible for the long-term strategic alignment of the Bahlsen Group. Hermann Bahlsen died on 6 November 1919. He was succeeded by three of his four sons; 1919 Hans Bahlsen (1901–1959), 1922 Werner Bahlsen (1904–1985) and 1930 Klaus Bahlsen (1908–1991). Together with a young management team, the second Bahlsen generation started restructuring and modernising the company after the economic decline that had resulted from inflation and the Great Depression.

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Unknown thieves steal the Golden Biscuit from the Pretzel Men sculpture on the façade of the company's headquarters in Hannover, attracting the attention of newspapers and television stations around the world. The company employed 100 people. At the world exhibition in Chicago, Bahlsen received a gold medal for the “LEIBNIZ Cakes”. The official reason stated by the jury: “Several competitors imitate the LEIBNIZ Cakes in one way or another; but only Bahlsen captures the fine taste of butter.” Bahlsen joined the “Foundation Initiative for the Compensation of Former Enforced Labourers during the Second World War”. On 1 July 2014 Bahlsen becomes 125 years old. In October 2014, the anniversary is celebrated officially. For the first time in the history of the company, all 2,500 employees from around the world are invited to Hannover. Bahlsen increases its commitment abroad, opening up new sales markets in the Middle and Far East. Offices are opened in Dubai and a year later in Shanghai.After much modernisation work, the Barsinghausen plant was awarded the “Factory of the Year” prize. The “Factory of the Year” is an annual benchmarking event known as the toughest benchmarking test for manufacturing companies throughout Europe. The first Bahlsen sales companies in France and Italy were founded. Austria and other countries followed. Bahlsen was awarded a gold medal again at the Exposition Universelle in Paris for its “specialities”. Bahlsen relocates cake production from its factory in Oldenburg to the nearby production plant in Varel. The newly integrated production facility for cakes enables innovation in technology.

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In May 2018, the Bahlsen Group introduced its new corporate design as a visible expression of its corporate identity. At the heart of the new design is the "The Bahlsen Family" logo: The new logo features the traditional TET character that has been retrieved and a specially developed font.The Second World War broke out two months after Bahlsen celebrated its 50th anniversary. Food products were rationed, and raw materials were short. Biscuits were only sold against bread stamps. Many employees were conscripted into the German army. The technical department had to discontinue its research and development work. The assortment of products was reduced to eleven products while emergency rations for the army and crisp bread was added.

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Hermann Bahlsen left the company and took over all shares of the former subsidiary “Austin Quality Foods“, Cary in North Carolina. The “H. Bahlsens Keksfabrik KG” changes its name to “Bahlsen KG”. Acquisition of shares from the Brandt Company as well as from the Gottena subsidiary.

Werner M. Bahlsen, Werner Bahlsen’s youngest son, joins the company. His brother Lorenz Bahlsen already joined in 1973. Hermann Bahlsen launched LEIBNIZ Cakes. As it was common practice to name food products after public figures, Hermann Bahlsen named his cakes after Hanover’s well known inhabitant: Gottfried Wilhelm Leibniz (1646-1716).