Venz Milk Chocolate Hagelslag

Venz is a quintessential Dutch brand specializing in chocolate sprinkles (hagelslag) and flakes (vlokken). Founded in 1890 by Hendrik de Venz in Vaassen, the company initially focused on confectionery before revolutionizing Dutch breakfast culture with its chocolate products.

The brand has a storied history of ownership transitions. It was acquired by the Dutch consumer goods giant Droste, and later by H.J. Heinz. Following the merger of Kraft and Heinz, it became part of the Kraft Heinz Company. However, in a significant shift within the Benelux market, the brand was acquired by Cocoa Collective (owned by investment firm CVC Capital Partners) as part of the Continental Bakeries portfolio, which eventually integrated into the Biscuit International group. Currently, Biscuit International, a leading European private label biscuit producer, manages the brand. Manufacturing remains concentrated in the Netherlands to maintain the traditional quality and taste profile associated with Dutch breakfast traditions.