De Ruijter Chocoladevlokken

De Ruijter is an iconic Dutch brand, fundamentally woven into the breakfast culture of the Netherlands. Founded in 1860 by Cornelis Rutgerus de Ruijter in Baarn, the company became famous for its 'Muisjes' (sugar-coated aniseeds) and later its chocolate sprinkles (hagelslag) and flakes (vlokken). It holds a prestigious Royal Warrant ('Hofleverancier') in the Netherlands, reflecting its long-standing quality and cultural significance.

While the brand maintains its deep Dutch roots and heritage, its ownership has transitioned through major corporate mergers over the years. Today, De Ruijter is a brand under the Kraft Heinz umbrella. The manufacturing of these products primarily takes place in the Netherlands, specifically at specialized facilities that adhere to the traditional Dutch recipes that have defined the brand for over 160 years.

The global management of the brand is handled by The Kraft Heinz Company, which is headquartered in the United States. In the local Dutch market, the brand is managed under the subsidiary H.J. Heinz B.V., ensuring that while the ownership is international, the product remains a staple of Dutch grocery shelves.