Peijnenburg Tussendoor+ Granen + Pitten & Choco

Peijnenburg is a household name in the Netherlands, primarily known for its traditional gingerbread (ontbijtkoek). The Tussendoor+ line represents a modern expansion into the snack bar category, marketing healthy snacks with grains, seeds, and chocolate.

Founded in Geldrop in 1883 by Harry Peijnenburg, the brand has maintained its Dutch heritage for over a century. While the product is quintessentially Dutch and largely manufactured in the Netherlands, the brand is no longer independent. It is currently owned by Lotus Bakeries, a prominent Belgian multinational food company famous for its Biscoff cookies. This acquisition has allowed Peijnenburg to leverage international distribution networks while maintaining its local market dominance.