De Ruijter Royaal Extra Puur chocolate flakes

De Ruijter is an iconic Dutch brand established in 1860 by C.P. de Ruijter in Baarn, Netherlands. Originally a small bakery, it became famous for its luxury sweet sandwich toppings, particularly 'hagelslag' (sprinkles) and 'vlokken' (flakes). The 'Royaal' line represents a premium version of their traditional chocolate flakes, featuring larger pieces and higher cocoa content.

While the brand remains deep-rooted in Dutch breakfast culture, its ownership has transitioned through several major mergers. Today, De Ruijter is part of the Kraft Heinz Company portfolio. Manufacturing continues to take place primarily in the Netherlands to maintain the specific quality standards associated with the 'Royal' warrant the brand holds. The product shown is a staple in Dutch households and is widely exported to Dutch communities worldwide.