De Ruijter sprinkles (Hagelslag)

De Ruijter is an iconic Dutch brand established in 1860 by C.P. de Ruijter in Baarn, the Netherlands. Initially starting as a small confectionery shop, the brand gained national fame for its 'muisjes' (aniseed sprinkles) and eventually became a staple of Dutch breakfast culture with its wide variety of chocolate sprinkles (hagelslag), flakes (vlokken), and fruit-flavored toppings.

The product is primarily manufactured in the Netherlands, maintaining its traditional roots and high quality standards that have earned it the title of 'Purveyor to the Royal Household.' Today, the brand is a core part of the Dutch culinary identity and is widely exported to Dutch communities and food enthusiasts around the globe.

While originally a family-owned enterprise, the brand transitioned through various corporate ownerships, including CSM, before becoming part of the Kraft Heinz portfolio. As of 2024 and beyond, De Ruijter remains under the ultimate ownership of The Kraft Heinz Company, headquartered in the United States, which manages its distribution and global presence while preserving the brand's unique Dutch heritage.