De Ruijter Chocolate Sprinkles

De Ruijter is a historic Dutch brand synonymous with traditional breakfast and lunch culture in the Netherlands. Founded in 1860 by Cornelis Willem de Ruijter, the company began as a small bakery in Baarn. The brand is world-renowned for its 'Hagelslag' (chocolate sprinkles) and 'Muisjes' (aniseed sprinkles), which are integral to Dutch identity, particularly the tradition of serving Muisjes on rusk to celebrate the birth of a baby.

Over the decades, De Ruijter evolved from a family-run business to a national staple. In 1985, the company received a Royal Warrant, officially becoming 'Koninklijke De Ruijter' (Royal De Ruijter). The manufacturing remains primarily centered in the Netherlands, maintaining the specific quality standards associated with Dutch chocolate-making and confectionery traditions.

In terms of corporate ownership, the brand's journey reflects the consolidation of the global food industry. De Ruijter was acquired by CSM in the 1990s before being sold to the American food giant Heinz in 2001. Following the 2015 merger between Kraft and Heinz, the brand is now under the stewardship of The Kraft Heinz Company, one of the largest food and beverage organizations in the world.