De Ruijter Chocoladehagel Intens Puur

De Ruijter is an iconic Dutch brand established in 1860 by Cornelis Willem de Ruijter in Baarn, Netherlands. Known for its traditional bread toppings, the brand carries the title of 'Purveyor to the Royal Household'. While it began as a small local bakery producing 'muisjes' (aniseed sprinkles), it evolved into a national staple for chocolate sprinkles (hagelslag).

Today, De Ruijter is owned by Kraft Heinz, a global food and beverage conglomerate headquartered in the United States and the United Kingdom. Despite its international ownership, the manufacturing of these chocolate sprinkles remains primarily centered in the Netherlands to maintain the specific quality standards associated with Dutch breakfast culture. The 'Intens Puur' variety specifically highlights a higher cocoa content (60%) to cater to modern tastes for dark chocolate.