Albert Heijn Hagelslag

Albert Heijn Hagelslag is a quintessential Dutch breakfast staple, consisting of chocolate sprinkles typically enjoyed on buttered bread. The concept of 'hagelslag' (meaning hailstorm) was originally invented in 1919 by B.E. Dieperink of the Venco company, though chocolate versions became popular later in the 1930s. As a private label product, this specific hagelslag is produced for Albert Heijn, the largest supermarket chain in the Netherlands.

The brand Albert Heijn was founded in 1887 in Oostzaan by Albert Heijn Sr. Over more than a century, it evolved from a local grocery store into a massive retail empire. Today, Albert Heijn is the flagship brand of Ahold Delhaize, a global retail powerhouse formed in 2016 through the merger of the Dutch company Ahold and the Belgian company Delhaize. Production of these sprinkles generally occurs within the Netherlands, where the specialized manufacturing infrastructure for this high-volume national favorite is concentrated.