Venz Hagelslag Melk XXL

Venz is a historic Dutch brand specializing in chocolate sprinkles, locally known as hagelslag. The brand's name is an acronym derived from 'De Vries EN Zonen' (De Vries and Sons), founded by Hendrik de Vries in 1890 in Amsterdam. Originally a wholesaler of chocolate and confectionery, the company transitioned into manufacturing under the leadership of his son, Gerard de Vries. In 1930, Venz opened a major factory in Vaassen, Gelderland, where it began producing its iconic chocolate sprinkles in 1936.

Over the decades, ownership of the brand shifted through several corporate hands. It was first acquired by Van Nelle (which also owned Droste), then passed to the Dutch company CSM. In the late 1980s, through the acquisition of Van Nelle by Sara Lee/Douwe Egberts, Venz became part of that international conglomerate. In 2006, the brand was acquired by H.J. Heinz (now Kraft Heinz), which also owns De Ruijter, another prominent Dutch sprinkle brand. Today, Venz remains a staple of the Dutch breakfast table, with its products primarily manufactured in the Netherlands, specifically under contract at facilities in Utrecht.