Ad van Geloven

What Ad van Geloven does

Ad van Geloven (operating as Van Geloven) is a Dutch frozen snack manufacturer founded in 1960 and headquartered in Tilburg, Netherlands. The company produces a curated assortment of deep-fried, oven-ready, and airfryer-compatible snack products — croquettes, bitterballen, frikandellen, cheese snacks, chicken products, and meat snacks — through a portfolio of 12 distinct brands (Mora, Van Dobben, De Bourgondiër, Souflesse, Van Lieshout, Kwekkeboom, KB, Laan Snacks, Welten, Willie Dokter, Hebro, Borrelmaatjes) covering more than 190 SKUs. Three IFS Food-certified production facilities in Tilburg, Maastricht, and Helmond handle manufacturing, with RSPO certification at all sites for sustainable palm oil sourcing.

The business operates as a B2B foodservice specialist, selling exclusively through the four dominant Dutch foodservice wholesalers — Sligro, Bidfood, Hanos, and Chefs Culinar — to serve fragmented downstream customers including restaurants, cafes, bars, cafeterias, and catering operators across the Netherlands and Belgium. Revenue is generated through wholesale distribution of branded and private-label frozen snacks, with pricing handled at the distributor level rather than direct to consumers. Recent strategic emphasis has been on premiumization (curated sharing mixes like Borrelmaatjes), plant-based and hybrid product extensions (Vegetarische Kipkorn, Van Dobben Vegan, De Bourgondiër Hybrid), and co-development partnerships (Remia sauces, Vegetarische Slager). The corporate website redirects privacy and cookie links to McCain.com, indicating a parent-subsidiary relationship with McCain Foods, the Canadian frozen-food multinational.

Name

Ad van Geloven

Legal name

Van Geloven

Website

http://www.vangeloven.com/

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Van Geloven is a Dutch frozen snack manufacturer producing 190+ products across 12 heritage brands (Mora, Van Dobben, De Bourgondiër, etc.) for foodservice operators in the Netherlands and Belgium, distributed exclusively through major wholesalers Sligro, Bidfood, Hanos, and Chefs Culinar.

Ownership category

akta.pro rank

Product category

Frozen Snack Manufacturing

NAICS

Frozen Specialty Food Manufacturing (311412), Other Snack Food Manufacturing (311919)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Sausages & Other Prepared Meat Products (2013), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Frozen Snacks & Appetizers (CRADADAD)

akta.pro secondary industries

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL), Shelf-Stable/Retort Prepared Meat & Seafood Meals (AFANAFAE)

Keywords

• Frozen snack manufacturing
• Foodservice snack supply
• Private label snacks
• Dutch snack brands
• Horeca snack distribution

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Foodservice Snack Distribution: Van Geloven generates revenue by manufacturing and distributing frozen snack products to professional foodservice operators (horeca, cafeterias, catering) through a network of wholesale distributors including Sligro, Bidfood, Hanos, and Chefs Culinar. The company also offers private label production capabilities.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Ad van Geloven manufactures and distributes a curated assortment of more than 190 frozen snack products across twelve branded sub-portfolios (Mora, Van Dobben, Kroketterij De Bourgondiër, Souflesse, Van Lieshout Snacks, Ad van Geloven Snacks, Kwekkeboom, KB, Laan Snacks, Welten Snacks, Willie Dokter, Hebro) for the professional Dutch and Belgian foodservice market. Products span traditional Dutch snacks (croquettes, bitterballen, frikandellen), chicken and meat snacks, cheese snacks/soufflés, shrimp and vegetable croquettes, plus vegetarian, vegan and hybrid variants for fryer, oven or airfryer preparation. Distribution is exclusively through foodservice wholesalers, with additional private label manufacturing capability.

Product overview

Ad van Geloven (operating as Van Geloven) is a Dutch frozen snack company and the leading snacks specialist in the Netherlands, offering a portfolio of 12 strong brands. The company provides a curated assortment of quality, responsible, and delicious frozen snack products primarily for the foodservice and hospitality industry (cafeterias, restaurants, bars, and catering). The portfolio includes: Mora brand for chicken products (Kipkorn®, Kipfingers®, Kipnuggets, Viandel®, Carrero®), cheese snacks (Nacho Cheese Bites, cheese soufflés), and vegetarian options (Mini Loempia, Vegetarische Kipkorn®); Van Dobben brand for iconic Dutch bitterballen and croquettes (beef, veal, vegan) since 1954; De Bourgondiër for premium artisanal croquettes (beef, shrimp, cheese); Souflesse for airy cheese soufflé products; Van Lieshout Snacks for Dutch classics like frikandellen and meatballs; Kwekkeboom for shrimp and vegetable croquettes; plus KB, Laan Snacks, Welten Snacks, Willie Dokter, Hebro, and branded mixes like Borrelmaatjes® and Kaas Borrelmaatjes® for sharing occasions. Products are designed for deep frying, oven, or airfryer preparation and are distributed through foodservice wholesalers.

Differentiator

Problem solved

Functional benefit

Brands

• Mora: Snack brand offering chicken products, nuggets, fingers, frikandellen, and various snack products.
• Van Dobben
• Kroketterij De Bourgondiër
• Souflesse
• Van Lieshout Snackwaren
• Kwekkeboom
• KB
• Laan Snacks
• Welten Snacks
• Willie Dokter
• Hebro
• Borrelmaatjes

Products and services

• Mora Leading Van Geloven sub-brand of frozen chicken snacks (Kipkorn, Kipfingers, Kipnuggets), meat snacks (Viandel, Carrero), cheese snacks (Nacho Cheese Bites) and vegetarian options (Mini Loempia, Vegetarische Kipkorn), sold to Dutch and Belgian foodservice operators.
• Van Dobben Iconic Dutch Van Geloven sub-brand since 1954 of artisanal beef and veal croquettes, bitterballen and vegan variants, marketed to foodservice as a traditional Dutch snack range with rich, flavorful ragout.
• Kroketterij De Bourgondiër Premium Van Geloven sub-brand of artisanal beef, veal, shrimp and cheese croquettes and bitterballen, positioned as the "pride of the south" for higher-end foodservice menus.
• Souflesse Van Geloven sub-brand specialising in light, airy cheese soufflés (kaassoufflé) with creamy cheese filling and crispy exterior, in full-size and mini formats.
• Van Lieshout Snacks Van Geloven sub-brand of Dutch classic frikandellen (Bikfrik, Goudfrik, oven variants), mini frikandellen and meatballs (gehaktballen) for foodservice.
• Ad van Geloven Snacks Van Geloven's house sub-brand offering classic snacks such as kaasballetjes (cheese balls) and other traditional Dutch snack products for foodservice.
• Kwekkeboom Van Geloven sub-brand of frozen shrimp croquettes (Hollandse garnalen croquetjes) and vegetable croquettes, in traditional and vegetarian variants.
• KB Van Geloven sub-brand offering mini cheese soufflés (mini kaassoufflés) in larger packaging formats sized for foodservice and hospitality establishments.
• Laan Snacks Snack sub-brand within the Van Geloven portfolio offering various snack products for the foodservice market.
• Welten Snacks Van Geloven sub-brand specialising in Asian-inspired frozen snacks such as bami snacks and Oriental-flavoured products like Bamihapjes, part of the Borrelmaatjes mix.
• Willie Dokter Van Geloven sub-brand offering various meatball (gehaktbal) varieties including regular, farmer's-style and onion-topped versions for foodservice.
• Hebro Snack sub-brand in the Van Geloven portfolio serving the foodservice market.
• Borrelmaatjes® Signature Van Geloven mini snack mix combining popular items from multiple brands (Van Lieshout Mini Frikandel, Van Dobben Mini Kalfsvlees croquet, De Bourgondiër Mini Rundvleeskroket, Welten Bamihapjes Oriëntal, Souflesse Kaas Mini's, and Mora Crispy Chick'n Strips), designed for sharing at borrel (Dutch cocktail hour) occasions.
• Kaas Borrelmaatjes® Premium cheese snack mix launched by Van Geloven featuring Mini Nacho Cheese bite (Mora), Mini Kaaskroket (De Bourgondiër), Mini Kaassoufflé (Souflesse) and Mini Chili Cheese Nugget (Mora), offering variety, taste and experience in one appetizer platter for foodservice.
• Private label snack manufacturing Contract manufacturing service offered by Van Geloven to produce frozen snacks under customer-owned labels, leveraging the company's three IFS-certified Dutch production facilities and more than 190-SKU product portfolio.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• SligrocoreChannel Partner/ Reseller/ DistributorSligro is a major Dutch foodservice wholesaler that distributes Van Geloven snack products to professional food service operators including restaurants, cafes, and caterers across the Netherlands.
• BidfoodcoreChannel Partner/ Reseller/ DistributorBidfood is a Dutch foodservice wholesale distributor serving professional caterers and food service businesses, carrying Van Geloven's full snack assortment.
• HanoscoreChannel Partner/ Reseller/ DistributorHanos is a Dutch hospitality wholesaler distributing Van Geloven snack products to hotels, restaurants, and cafes throughout the Netherlands.
• Chefs CulinarcoreChannel Partner/ Reseller/ DistributorChefs Culinar is a Dutch foodservice distributor specializing in professional kitchen supplies and ingredients, offering Van Geloven snack products to food service operators.
• RemiaminorStrategic or Co-development PartnerRemia is a Dutch sauce manufacturer that collaborated with Van Geloven to create recommended snack-sauce pairings, including Black Truffle Mayonnaise, Creamy Cheese Style, and other specialty sauces for food service operators.
• Vegetarische Slager (Vegetarian Butcher)minorStrategic or Co-development PartnerThe Vegetarische Slager (Vegetarian Butcher) collaborated with Van Geloven (Mora brand) to develop the Vegetarische Kipkorn, a high-quality vegetarian snack indistinguishable from the original.
• McCain FoodscoreOthersMcCain Foods is the parent company of Van Geloven. Van Geloven websites link to McCain's privacy and cookie statements.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Quorn Foods: Quorn is a UK-based leader in meat-alternative products including frozen snacks such as nuggets, burgers, and cocktail sausages. Comparable through overlapping plant-based snack SKUs in foodservice.
• Garden Gourmet (Nestlé): Garden Gourmet is Nestlé's plant-based brand offering frozen meat alternatives (burgers, schnitzels, nuggets) across European retail and foodservice. Comparable through the plant-based/frozen prepared-food overlap.

Broad incumbents

• McCain Foods: McCain Foods is the global frozen potato and snack major and Van Geloven's apparent parent. Comparable as a broad frozen snack incumbent with extensive foodservice reach, but operates at a much larger scale.
• Lamb Weston: Lamb Weston is a global leader in frozen potato products, supplying foodservice operators worldwide. Comparable as a broad frozen-food incumbent with overlapping foodservice customers.
• Iglo Group: Iglo (formerly Iglo Birds Eye) is a major European frozen food brand offering fish, vegetables, and prepared meals under brands like Birds Eye and Iglo. Overlaps with Van Geloven in European frozen foodservice and retail categories.
• Findus Group: Findus is a Northern European frozen food brand serving retail and foodservice with frozen fish, vegetables, and prepared meals. Comparable as a broad frozen-food incumbent in adjacent European geographies.

Regional players

• Ardo Group: Ardo is a Belgian-headquartered frozen vegetable and prepared foods supplier serving European retail, foodservice, and industry. Comparable in frozen prepared-food manufacturing for European foodservice.

Direct peers

• Kwekkeboom Investor B / Daloon: Daloon is a Dutch producer of frozen Asian-inspired snacks (spring rolls, bami, loempia) serving foodservice and retail. Comparable to Van Geloven's Welten brand and broader Dutch/Benelux frozen snack category.
• Aviko: Aviko is a Dutch frozen food specialist owned by Royal Cosun that produces frozen potato products and snacks (e.g., kroketten, bitterballen) for foodservice in the Benelux. Direct overlap with Van Geloven in Dutch foodservice frozen snacks.
• GoodLife Foods: GoodLife Foods (Sweden) is a European frozen snacks producer specializing in vegetable-based and traditional snacks for foodservice and retail. Comparable in product category and channel mix to Van Geloven.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/vangelovensnack
• Facebookfacebook.com/vangelovennl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ad van Geloven