De Ruijter Chocovlokken Melk (Chocolate Flakes Milk)

De Ruijter is a quintessential Dutch brand specializing in chocolate-based sandwich toppings like sprinkles (hagelslag) and flakes (vlokken). Founded in 1860 in Baarn, the Netherlands, it has become deeply embedded in Dutch breakfast and lunch culture.

The brand was originally a family-owned bakery and later manufacturer. Over the years, ownership shifted as the brand grew into an industrial powerhouse. For several decades, it has been part of the Kraft Heinz portfolio. While the brand maintains its traditional Dutch identity and locally focused product range, it is ultimately owned by the American-British multinational The Kraft Heinz Company. Most products are still manufactured in the Netherlands to serve the local market and exports.