De Ruijter Puur Hagelslag

De Ruijter is a quintessential Dutch brand, synonymous with the traditional Dutch breakfast culture of eating chocolate sprinkles, or hagelslag, on bread. Founded in 1860 by C.P. de Ruijter in Baarn, the company began as a small bakery and eventually specialized in birth-related sweets (muisjes) and chocolate toppings. Over its long history, the brand has received a royal warrant, making it a staple of the Dutch household.

While the brand maintains its deep Dutch roots and heritage, it has transitioned through corporate acquisitions. Today, De Ruijter is part of the global portfolio of The Kraft Heinz Company. Most production for the local market remains concentrated in the Netherlands to ensure the authentic texture and flavor profile that Dutch consumers expect. The product shown, 'Puur' (dark chocolate), is certified by the Rainforest Alliance, indicating a commitment to sustainable cocoa sourcing.