Venz XXL Melk Hagelslag

Venz is an iconic Dutch brand, synonymous with 'hagelslag' (chocolate sprinkles), a staple of the Netherlands' breakfast culture. The brand's history dates back to 1890, when it was founded in Amsterdam as 'de Vries en Zonen.' While the first version of hagelslag—anise-flavored granules—was invented by the company Venco in 1919, Venz famously popularized the chocolate variety in 1936. Legend has it that the creation was inspired by a young boy who wrote to the company requesting a chocolate bread topping.

Today, Venz continues to be manufactured primarily in the Netherlands, specifically at a major facility in Tilburg which is often cited as the world's largest hagelslag factory. The brand is deeply embedded in Dutch national identity, with millions of kilograms consumed annually.

Ownership of Venz has transitioned through various corporate hands as the food industry globalized. It was acquired by the H.J. Heinz Company in the late 20th century, which later merged to become The Kraft Heinz Company. As of 2026, Venz remains part of the Kraft Heinz portfolio, maintained as a key local brand for the Benelux market.