Dutch hagelslag
Hagelslag, what Dutch person doesn’t know this tasty sprinkles? It is one of the most beloved types of bread toppings in the Netherlands and is enjoyed by both young and old. There are various varieties, the most famous being chocolate sprinkles. Children take it in their lunchboxes to school, and adults enjoy it just as much. Besides the traditional sandwich, hagelslag is also often used to decorate desserts and pastries. It adds a sweet, crunchy touch to all sorts of treats. In Belgium, these chocolate sprinkles are colloquially called “muizenstrontjes” (mouse droppings).
Read this blog to learn everything you want to know about hagelslag, such as its history, Dutch brands, and variations. Check out the memorable commercials from De Ruijter and Venz that used to air on TV!
Order hagelslag from Mr. Dutch Food
Have you emigrated from the Netherlands? Or do you live and/or work in another European country and miss real Dutch hagelslag? Can’t buy Dutch hagelslag in the country where you reside? Do you want to have these products where you now live? You can! You can order these products via Mr. Dutch Food.
You can order all kinds of bread toppings or bread spreads, but also other Dutch products via Mr. Dutch Food. The selection is enormous. You make the choices in groceries and other products on the website of the Dutch store(s) where they are available. We go to the chosen store(s) to collect the products for you and send them carefully packaged to you, anywhere in the EU.
Want to know how this works?
- Go to the website of the Dutch store where you want to buy hagelslag.
- Fill the shopping cart on that website with hagelslag and possibly other groceries of your choice.
- Share your shopping cart with us via the order form on the order page.
- (You can read how to fill in the order form on the Order Instructions page. There are instructional videos to make it as easy as possible for you.)
- After sending the order form with your shared shopping cart, you will receive a quote from us.
- If you agree, you pay via the included payment link.
- We buy the tasty hagelslag and other products for you in the store.
- We carefully pack your groceries and send them to your address in the EU!
Mr. Dutch Food supplies Dutch products to individuals and businesses.
Famous Dutch brands
The Netherlands has several brands that make hagelslag. Here are some of the most well-known:
- De Ruijter: De Ruijter is the most famous brand when it comes to hagelslag. The brand offers an incredibly wide range of flavors and variations, from (extra) dark chocolate to milk chocolate, and from anise sprinkles to fruit sprinkles. De Ruijter can be found in almost every Dutch supermarket.
- Venz: Venz is another popular brand known for its chocolate sprinkles. They offer various types, such as the extra-large XXL version. Venz is a favorite among many children because of the "funnies" hidden among the sprinkles in certain packages. Funnies are small colored chocolate shapes that match the theme of the packaging. For example, there’s Venz Bear sprinkles mix with milk and vanilla sprinkles, featuring bear-shaped funnies.
- Albert Heijn house brand: The supermarket chain Albert Heijn has its own line of hagelslag under the AH house brand. House brands are often cheaper and offer a wide range of flavors and variations, similar to the major brands. Larger packages are often available at a better price-quality ratio than the premium brands.
- Jumbo house brand: Jumbo also has its own house brand for hagelslag. Jumbo offers a similar range of flavors at an affordable price. Jumbo hagelslag is available in both larger and smaller packages, with variants containing less sugar.
The history of hagelslag
Hagelslag: What began as a fun idea in the early 20th century grew into one of the products that the Netherlands is now famous for.
Anise sprinkles
Today, when we use the term “hagelslag,” we refer to chocolate sprinkles. However, the story didn’t start this way. Originally, “hagelslag” referred to long sugar sprinkles with an anise flavor, known as anise sprinkles.
The first anise sprinkles were created on a chilly autumn day in 1908 when it was hailing outside, by B.E. Dieperink, director of the company G. van Voornveld & Co, which later became Venco. Indeed, the current licorice manufacturer.
Chocolate hagelslag
Anise sprinkles quickly found their way to Dutch breakfast tables. In March 1913, the chocolate factory Erven H. de Jong from Wormerveer first introduced chocolate sprinkles to the market. This idea was copied by other manufacturers, such as Venz in 1936. The company Erven H. de Jong went bankrupt in 1957.
De Ruijter
Originally founded in 1860, De Ruijter began focusing on producing hagelslag after World War II. In 1955, De Ruijter acquired the chocolate factory Van Kampen and, in 1957, Erven H. de Jong, and introduced its own version of chocolate sprinkles and chocolate flakes. De Ruijter started offering different varieties, such as milk and dark chocolate. De Ruijter played a significant role in standardizing hagelslag as a typical Dutch product.
From luxury treat to an everyday spread
In the years after World War II, the Netherlands became increasingly prosperous, and hagelslag found its way into almost every household. What started as a luxury treat became an everyday sandwich spread, especially popular among children. It earned a special place in Dutch culture.
Venz
In the 1960s and ‘70s, hagelslag became a symbol of Dutch youth. Advertisements from De Ruijter and Venz targeted families and children, reinforcing its image as a cheerful, tasty, and child-friendly product. Venz featured a jingle in its commercials, claiming that hagelslag was even healthy:
Het hagelt, het hagelt,
grote korrels Venz.
Zo gezond en lekker,
Venz, Venz, Venz.
It’s hailing, it’s hailing,
big grains of Venz.
Zo healthy and tasty,
Venz, Venz, Venz.
Because they were reprimanded for misleading advertising, they changed the third line to “So wonderfully delicious.” Venz used the jingle until the 1990s. The umbrella still appears on Venz packaging.
Ritsels
In the 1990s, De Ruijter produced Ritsels, somewhat similar to today’s fruit sprinkles. Ritsels were available in various fruit flavors, such as strawberry and orange. Each flavor had its own color and came in a separate package. Who still remembers them? Watch the Ritsels commercial from the 1990s below.
Different variations
Since the introduction of the first chocolate sprinkles, there have been countless innovations. Brands continuously experiment with new flavors and textures, such as combining flavors, but also improve their products in other ways:
Types of Dutch hagelslag
You’re probably familiar with the most popular varieties: dark, milk, and white. Dark has a strong chocolate flavor, milk is creamier, and white is sweeter. But there are many more variations of chocolate sprinkles and other types. The choice is huge!
Less sugar
With growing attention to health, there are brands offering hagelslag with less sugar. These variants often contain natural sweeteners or fewer added sugars, without compromising on taste.
Organic hagelslag
There is an increasing demand for organic products. Organic hagelslag is made from ingredients without artificial additives and is often made from organic cocoa.
Vegan hagelslag
These sprinkles are made without animal products in the production process. This often includes chocolate made with milk alternatives such as almond or coconut milk, like Hagelswag, available at Albert Heijn.
Gluten-free hagelslag
For people with gluten intolerance, gluten-free options are now available, although most pure chocolate sprinkles are naturally gluten-free.
Fairtrade hagelslag
Brands like De Ruijter, Tony’s Chocolonely, and Fairtrade Original offer fairtrade hagelslag, where the cocoa is sustainably produced, and the farmers are paid fairly.
Hagelmix
A combination of multiple chocolate flavors in one package, such as Venz Kwinkslag and De Ruijter Hagelfeest.
Extra dark chocolate hagelslag
With an even more intense dark chocolate flavor.
XXL hagelslag
These extra-large crunchy sprinkles are available in various chocolate flavors, like Jumbo Hagel XXL Milk & Disco.
Fruit sprinkles
Fruit sprinkles are a colorful variation made from sugar and fruit juice, such as orange, lemon, or raspberry. This variant is sweeter and fresher than chocolate sprinkles. This variant is also vegan.
Anise sprinkles
Anise sprinkles have a specific flavor made from sugar and anise flavoring. It has a slightly spicy and sweet taste, popular among those who like something different. This variant is also vegan.
More sprinkles
In addition to hagelslag, the typical Dutch breakfast table offers more delicious sprinkles, such as:
Chocolate flakes
Coarser than chocolate sprinkles and just as delicious.
Muisjes
Small, hard round sprinkles made from anise and sugar, traditionally eaten on rusks at every birth in the Netherlands.
Gestampte muisjes
White powder, consisting of crushed anise sprinkles, to be eaten as a sandwich spread, but also very tasty in hot chocolate!
Schuddebuikjes
Mini speculaas cookies (kruidnoten) with a more delicate flavor, made from speculaas spices.
Uses of hagelslag
Hagelslag is a product that can be used in various ways, not just on your bread. It’s a simple ingredient that can easily be added to different dishes to give them a sweet and colorful touch. From breakfast to dessert, hagelslag can bring extra fun and flavor to almost any dish. Here are some popular and unique ways to use hagelslag. Did you know that the Dutch sometimes create very creative combinations on their bread? Is your mouth watering yet?
On bread and rusks
- Bread: The most traditional way to eat hagelslag is on a (white) slice of bread (not toast), spread with butter, preferably a thick layer of butter so that the sprinkles slightly sink in and don’t fall off the bread. The Dutch sometimes create creative combinations, like peanut butter with hagelslag.
- Rusks: Hagelslag is also popular on rusks, especially during breakfast or as a snack.
On pancakes and waffles
- Pancakes: Sprinkle hagelslag over warm pancakes so that the chocolate slightly melts and creates a delicious topping.
- Waffles: Hagelslag is a perfect topping for freshly baked waffles, especially if you enjoy a combination of warm, crispy texture with sweet chocolate.
In yogurt, Dutch custard and cereals
- Yogurt and custard (vla): Add a bit of hagelslag to a bowl of yogurt or Dutch custard (vla) for an extra sweet treat. This can be especially tasty with Greek yogurt or fruity varieties.
- Cereals: Mix it into your favorite breakfast cereals for an extra crunchy and sweet flavor experience.
As a topping on cakes, ice cream and other desserts
- Cupcakes: Use hagelslag as decoration on cupcakes for a colorful and festive appearance.
- Cakes: It can also be used to decorate the sides or top of cakes, especially chocolate or whipped cream cakes.
- Ice cream: Sprinkle hagelslag over a scoop of ice cream as a topping, or mix it into soft serve ice cream for a crunchy texture.
- Pudding: It pairs well with vanilla or chocolate pudding as a crunchy topping.
- Tiramisu: Add hagelslag to tiramisu for an extra layer of chocolate.
In baking recipes
- Cookies: Mix hagelslag into cookie dough for a surprising filling, or sprinkle it over cookies before baking.
- Cake: Add hagelslag to cake batter for a "confetti" effect, or use it as a topping on a glaze.
- Milkshakes: Add it to a milkshake for an extra sweet and chocolatey taste.
In fruitrecepten
- Bananas: Slice a banana lengthwise and sprinkle hagelslag over it for a simple but delicious snack.
- Strawberries: Dip strawberries in melted chocolate and roll them in hagelslag for a yummy sweet treat.
Funny Dutch hagelslag commercials
Do you remember them? These memorable commercials from Venz and De Ruijter? Relive the ‘good old days’ with these Dutch commercials:
De Ruijter: Ritsels
Venz: Voor fans van Venz (For Venz fans)
Venz: Het hagelt, het hagelt (It's hailing, it's hailing, 1)
Venz: Het hagelt, het hagelt (It's hailing, it's hailing, 2)
Hagelslag internationally
Although hagelslag is a typical Dutch product, it is also gaining popularity internationally.
Hagelslag in Germany
In Germany, hagelslag is known as ‘Schokoladenstreusel’ and is mainly used as a decoration for cakes and desserts. However, more and more German households are copying the Dutch habit of eating hagelslag on bread. And we completely understand why!
Hagelslag in France
In France, hagelslag is often used as a luxury topping for pastries and desserts. French bakers and chefs appreciate the versatility and flavor of hagelslag, allowing it to slowly make its way to the French breakfast table.
Hagelslag in Spain
In Spain, hagelslag is starting to gain popularity, especially in tourist areas where Dutch holidaymakers introduce their favorite breakfast habits. Do you, for example, run a bed & breakfast in Spain and want to treat your guests to Dutch hagelslag? Order all your missed Dutch treats from Mr. Dutch Food.
Hagelslag in Scandinavian countries
In Scandinavian countries like Sweden and Norway, hagelslag is becoming increasingly popular, not only as a dessert topping but also as a breakfast option. The Scandinavian love for chocolate and sweetness is driving its growing popularity.
Dutch hagelslag in your EU country?
Is Dutch hagelslag not or poorly available in your country, but do you miss the tasty sprinkles on your bread? Don’t worry: You can order almost all (non-perishable) products available in Dutch stores from Mr. Dutch Food.
Why Mr. Dutch Food?
Ultimately the cheapest
Make a trial calculation or request a quote and compare with other expat shops.
Take advantage of store promotions!
Buy one, get one free at Jumbo? 50% off at Albert Heijn? Most stores have different promotions every week. Take advantage of the store promotions!
Always personal contact
You can call, email, chat or WhatsApp us for all your questions or requests. If there's an issue with your order, we'll personally contact you.
Combine orders of different stores
Do you want products from different Dutch stores or even webshops? We collect them and ship them in one box to you, so you only pay shipping costs once.
