Netherlands opens first store completely dedicated to chocolate sprinkles

If there is something that our Neighbors love is the sprinkles. The young brand Hagelswag brings qualitative fairtradechocolade as a sandwich on the market and now opens the first hagelslagwinkel of the Netherlands.

Hagelswag: English hagelslagmerk opens first store © gf

In Amsterdam for the first hagelslagwinkel of the Netherlands opened its doors. The Hagelswag Store, an idea of Robbert Vos and Lennart de Jong, offers in addition to bottles and boxes Hagelswag, also sandwiches with real chocolate . “We want our special Dutch tradition of chocolate for breakfast to share with the rest of the world,” says de Jong.

Hagelswag distinguishes itself by the use of the highest quality, fairtrade , and vegan chocolate. The production of Hagelswag takes place in cooperation with a sheltered workshop. The sprinkles of Hagelswag is not as cheap as the classic boxes hageslag in the store, but according to the founders, the quality of their chocolademuisjes not to compare with the supermarktvariant.

Dreams of New York

The brand also has international dreams. The founders launched last year a crowdfundcampagne to the Dutch tradition of chocolate sprinkles as a sandwich to America. And with success: ‘People from more than 45 countries, from Finland to South Korea, have already made the acquaintance of Hagelswag, our kwaliteitschocolade for the bread”, says Fox. They dream of a Hagelswagwinkel in New York.

Never change a winning team, but in addition to sprinkles with pure chocolate offer the two entrepreneurs are also more unique flavors. And they are still not done with experimenting: ‘In the future we go with a number of unique flavour combinations, we get great ideas from our supporters!’


Heisteeg 8, Amsterdam


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