De Ruijter sprinkles and flakes

De Ruijter is a renowned Dutch brand that has become a cultural staple in the Netherlands, primarily known for its 'hagelslag' (chocolate sprinkles) and fruit-flavored flakes. Founded in 1860 by C.R. de Ruijter in Baarn, the brand began as a small bakery that gained prestige when it was named 'Purveyor to the Royal Household' by King Willem III. This royal distinction has remained a hallmark of the brand's identity for over a century.

While the brand is deeply rooted in Dutch heritage, its ownership has transitioned through major corporate mergers. Today, De Ruijter is owned by the Kraft Heinz Company, an American food giant. Despite this international ownership, the production remains centralized in the Netherlands to maintain the specific quality standards associated with Dutch confectionery traditions. The brand continues to dominate the breakfast and lunch tables in Dutch households, representing a classic example of local tradition preserved under global corporate management.