How Super Streusel invents endless occasions to sell sprinkles
The Super Streusel number cake and Einschulung recipes recently held the first page of Google in Germany for occasion searches worth about 8,000 hits a month combined (as of July 2026). Two sisters who grew up folding icing in their parents' Rhineland bakery decided German cake decoration was boring and built Super Streusel in Hamburg to fix it, running an occasion playbook that sells the birthday or the first day of school instead of the sprinkle nobody searches for. This entry in our case study library looks at how that playbook works on Recipe Kit.
How does Super Streusel use Recipe Kit? Super Streusel publishes occasion-based recipes, such as school-enrollment cakes and birthday bakes, rather than sprinkle recipes, growing its library to 552 live recipes at a pace of roughly eleven new recipes a month since joining Recipe Kit in 2022. The recipes we reviewed link the exact StreuselMix, SuperDrip, or SuperDinger topper used, turning the occasion into a shoppable list.
The challenge
Super Streusel was founded in Hamburg in 2018 by sisters Daniela Sichting and Katharina Decker, who grew up around their parents' bakery in the Rhineland. Neither sister has taken outside investment, and the company still runs out of what they call "Streuselhausen," their Hamburg headquarters. The catalog is narrow by design: colorful sugar sprinkles, sprinkle mixes, drip glazes under the SuperDrip name, candy decorations called SuperDinger, and baking mats, made in Germany and the EU without azo dyes.
A narrow catalog is a hard place to build recipe content, and that is the commercial problem Super Streusel had to solve. Nobody searches for a sprinkle recipe. What people search for is an occasion: a first day of school, a dinosaur birthday, a rainy-afternoon project with the kids. If the recipe library only talked about the product, it would have almost nothing to say. It had to talk about the moment instead, and let the product ride along.
The system: sell the occasion, not the sprinkle
Look at the library and you stop seeing sprinkle recipes and start seeing a calendar of moments. Schulkind Käsekuchen (a first-day-of-school cheesecake) and 1. Klasse Number Cake both target Einschulung, the German school-enrollment tradition that is a genuine gifting and celebration moment. Dino NumberCake owns the dinosaur birthday. Blaubeer Raupen (blueberry caterpillars) is a five-minute after-school snack a parent can actually pull off.
As of July 2026, that strategy shows up in German search results. The brand's number cake recipes sit on the first page of Google for "number cake," a term searched about 4,400 times a month, and its Einschulung bakes hold a first-page spot for "einschulung kuchen" (about 3,600 searches a month), two occasion terms that together draw roughly 8,000 searches a month. Selling the moment, not the product, is what puts the sprinkles in the cart.
Open the Blaubeer Raupen recipe and the method calls out specific products by name, from a StreuselMix to SuperDinger candy toppers to a colored SuperDrip, each one linked and priced. The recipe is not inspiration you then go hunting for. It is a shopping list with a method attached.
The recipe card on Super Streusel's Blaubeer Raupen recipe (live, July 2026)
How Recipe Kit supports the system
The occasion strategy only converts if the recipe stays a shopping list, not a detour away from the store. Recipe Kit's product links do that work: each ingredient in the method, whether it is a StreuselMix, a SuperDrip, or a SuperDinger topper, links directly to the product, so a parent reading the Blaubeer Raupen method can add the exact decoration to cart without leaving the recipe.
The structured recipe data is part of what helps the number cake and Einschulung pages surface on the first page of Google. Recipe Kit publishes each bake as a proper recipe, with the schema search engines expect, on a page Super Streusel owns rather than a third-party recipe site. Combined with the star ratings visible on the catalog, that structure gives a first-time baker enough confidence to try an occasion recipe from a brand they may not have shopped before, and gives Super Streusel a content calendar it controls instead of renting.
In their words
Your number cake recipes are on the first page of Google in Germany for a term searched about 4,400 times a month, and your Einschulung bakes rank on page one for 'einschulung kuchen' too. Walk me through how you build that occasion calendar: who writes the recipes, how you decide which German holiday or school moment to target next, and what gets a sprinkles brand ranking on those occasion searches.
[Awaiting Super Streusel’s answer. This section fills in once the team has reviewed the draft.]
Baking searches are seasonal and trend-driven. Do you plan publishing around occasions, or publish evergreen and let search find it?
[Awaiting Super Streusel’s answer. This section fills in once the team has reviewed the draft.]
How do recipes fit into the bigger picture of growing Super Streusel?
[Awaiting Super Streusel’s answer. This section fills in once the team has reviewed the draft.]
Lessons for baking and sweets brands
- Sell the occasion, not the product. If nobody searches for your product directly, publish for the moments your product belongs to. The occasion is the hook and the product comes along for the ride.
- Build a real calendar, not just a catalog. Super Streusel did not guess at occasions, it targeted concrete German dates parents already track: Einschulung with Schulkind Käsekuchen and 1. Klasse Number Cake, and kids' birthdays with the Dino NumberCake. Pick the two or three dates your own customers actually mark before inventing generic ones.
- Name your product lines, then use those names in the method. StreuselMix, SuperDrip, and SuperDinger are not just SKU labels, they are the exact nouns that show up inside a recipe's method, each one linked and priced. A recipe becomes a shopping list the moment the products in it carry names a customer already recognizes.
- License for the kid, not just the parent. The PAW Patrol Milch Snack Knochen pairs a licensed decoration line with a licensed recipe, so the request to bake comes from the child rather than the marketing calendar. If you carry a licensed SKU, build the recipe around it instead of bolting it on afterward.
- Keep the projects achievable. A five-minute Blaubeer Raupen snack and a no-bake cake get first-time bakers to a finished result fast, and a fast win is what brings a parent back for the next occasion on the calendar.
If you want the deeper thinking on why this works, we laid it out in our recipe content marketing guide and the rented versus owned land framework. More baking stories from the case study library: inside Patissland's French specialty baking playbook, how MAKECAKE turned its recipe blog into its front door. And if you sell baking products, our recipes for bakery brands page covers the playbook in depth.
Turn your catalog into a library of product demonstrations
Publish structured recipes on Shopify, connect each dish with the products used to make it, and show shoppers what your products can actually do.
