De Ruijter Hagelslag

De Ruijter is an iconic Dutch brand with a history dating back to 1860, when it was founded by Cornelis Rutgerus de Ruijter in Baarn, Netherlands. Originally starting as a local bakery specializing in 'muisjes' (anise seeds), the brand evolved into a major producer of sweet bread toppings. The company introduced its fruit-flavored sprinkles ('vruchtenhagel') in 1928 and eventually launched its famous chocolate sprinkles, known as 'hagelslag', in 1957. Due to its historical significance and quality, the brand was granted the 'Royal' title ('Koninklijk') in 1985.

Ownership of the brand transitioned from the family-run business to CSM N.V. in 1983, and later to H.J. Heinz in 2001. Following the massive 2015 merger between Kraft and Heinz, De Ruijter is now under the umbrella of The Kraft Heinz Company. Most production for De Ruijter products is concentrated in the Netherlands, specifically in Utrecht, where manufacturing facilities were consolidated to leverage modern industrial capabilities while maintaining its traditional Dutch heritage.