De Ruijter chocolate sprinkles (Hagelslag)

De Ruijter is a quintessential Dutch brand with a heritage dating back to 1860, when C.P. de Ruijter opened a bakery in Baarn. The brand is world-renowned for its traditional Dutch bread toppings, most notably Hagelslag (chocolate sprinkles) and Muisjes.

Products are primarily manufactured in the Netherlands, maintaining the traditional quality and flavor expected by consumers. Since 2001, De Ruijter has been part of the Kraft Heinz portfolio. The ultimate ownership lies with The Kraft Heinz Company, a multinational food giant headquartered in the United States, formed after the merger of Kraft Foods and H.J. Heinz in 2015. In the Netherlands, the brand is managed through the local subsidiary H.J. Heinz B.V.