De Ruijter sprinkles

De Ruijter is an iconic Dutch brand established in 1860 by Cees de Ruijter, who opened a small bakery in Baarn to produce 'geboorte muisjes' (anise seed-based sprinkles). The brand quickly became a cultural staple in the Netherlands, evolving its product line to include chocolate flakes (vlokken) and chocolate sprinkles (hagelslag). Its long-standing reputation for quality earned it the title of 'Purveyor to the Royal Household' (Hofleverancier).

While the brand maintains its traditional Dutch identity, it has been under international ownership for several decades. In recent years, production has been consolidated in the Netherlands to maintain the authentic taste profile expected by its primary European market. Today, the brand is managed under the umbrella of multinational food giants, ensuring that these traditional Dutch breakfast toppings are distributed and enjoyed globally.