Buys Oranje Zoenen

Buys Oranje Zoenen are a seasonal Dutch confectionery classic, particularly associated with national celebrations like King's Day (Koningsdag). The treat consists of a soft marshmallow filling on a wafer base, coated in chocolate and traditionally topped with festive sprinkles.

The brand's history dates back to 1920 when Antoon Buys founded the company 'Buys Zoenen' in Oudenbosch, Netherlands. For decades, the product was known as 'Negerzoenen' until the name was changed in 2006 to 'Buys Zoenen' following consumer feedback regarding racial sensitivity.

Today, the brand is owned by Continental Bakeries, which itself is part of the larger Biscuit International group. Despite the corporate transitions, production remains deeply rooted in the Netherlands, maintaining its status as a quintessential Dutch snack.