The Harms bakery in Wittorf, near Lüneburg, is now selling “Grönländer” instead of “Amerikaner” pastries. The bakery says the renaming is intended as a show of solidarity with Denmark and Europe.
“Amerikaner” – Where Does the Pastry Secure Its Name?
The name change appears to be well-received, with Harms reporting an increase in sales across its 17 locations since the pastries were renamed. Harms speculates the “Amerikaner” got its name from the use of Hirschhornsalz (ammonium bicarbonate) as a leavening agent, as “Ammi” is a nickname for Americans. The “Grönländer” will be available in the bakery’s stores through the end of February.
The decision to rename the pastry came after US President Trump repeatedly formulated an claim to Greenland, according to Harms. The bakery team felt it no longer felt right to sell “Amerikaner” pastries. The white icing, Harms added, also resembles the snow and ice of Greenland’s arctic landscape.
Frequently Asked Questions
What prompted the bakery to change the name of the pastry?
The bakery changed the name in response to repeated claims by US President Trump regarding Greenland.
What is the new name of the pastry?
The pastry is now called “Grönländer.”
How has the name change affected sales?
According to Harms, sales have increased since the pastries were renamed.
Will symbolic gestures like this influence consumer behavior and brand loyalty in the long term?
