De Ruijter Chocolate Sprinkles (Hagelslag)

De Ruijter is an iconic Dutch brand, fundamentally woven into the breakfast culture of the Netherlands. Founded in 1860 by Cornelis Willem de Ruijter in Baarn, the company began as a bakery and eventually gained fame for its 'muisjes' (anise seed sprinkles) and 'hagelslag' (chocolate sprinkles). The brand's historical significance is underscored by its status as a Purveyor to the Royal Household.

Today, the manufacturing of De Ruijter products is primarily centered in the Netherlands, maintaining its traditional production roots. The brand's journey through corporate ownership led it to merge with H.J. Heinz in the early 2000s. Currently, De Ruijter is a flagship brand under the Kraft Heinz Company, which manages its international distribution while preserving its heritage as a staple of Dutch grocery shelves.