Bolletje
Bolletje BV is a 1867-founded Dutch bakery producer based in Almelo that sells beschuit, crackers, knäckebröd and related baked goods across retail, Horeca wholesale, B2B, export (Benelux and Germany), and a direct-to-consumer webshop.
- Company typePrivate
- Founded1867
- HeadquartersAlmelo, Netherlands
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bolletje does
Bolletje BV is a privately held Dutch bakery company, founded in 1867 and headquartered in Almelo, Netherlands, that produces and sells beschuit (rusks), crackers, knäckebröd, ontbijtkoek, breakfast cereals, rye bread, cookies and seasonal kruidnoten across more than a dozen core and mono-packaged SKUs. Its technology base is conventional specialty bakery production — twin-screw/baking-line throughput with formulation specialisation demonstrated by high-fiber beschuit (10–14% fiber content, whole grains and seeds), low-carbohydrate and protein-enriched cracker lines, and a seed-forward 45% Zadencracker SKU; the flagship Bagel Cracker combines bagel shape and taste with cracker texture and has been recognised with the 'Beste Introductie 2025' and Wheel of Retail 2026 awards. The company is a Dutch BV (private limited) operating as a branded CPG producer rather than a technology platform, with no disclosed API, SDK or AI/data capability.
Bolletje monetises through wholesale product sales to retail grocery, Horeca wholesalers, wholesale distributors, direct B2B buyers and export customers, augmented by a direct-to-consumer webshop selling beschuitbussen (storage tins) and specialty items. Pricing is not publicly disclosed and operates through retailer/wholesaler take-rate rather than published list pricing; channel breadth spans domestic (retail, foodservice, B2B) and international (DACH, with a German-language storefront). Customers are segmented horizontally into retail consumers, foodservice/Horeca, wholesalers, B2B and export, with Horeca-only 'mono' SKUs (single-serve knäckebröd, beschuit and ontbijtcrackers) sold exclusively through wholesalers as a channel-lock mechanism.
The company markets via television commercials, a content-rich website (recipes, belegtips), social media, email newsletters and promotional campaigns such as the Kruidnoten Games and Kruidnoot referendum, and runs the Bolletje Bewust sustainability program covering nutrition transition, waste reduction and fair supply chains (Duurzaamheidsverslag 2024). With 251–500 employees and 150+ years of continuous operation, Bolletje functions as a heritage mid-market branded bakery: cash-generative, self-funded (no disclosed funding rounds, M&A, or parent company), and incrementally expanding via health-positioned product innovation and measured geographic extension into Germany.
Bolletje firmographics
Firmographics- Name
- Bolletje
- Legal name
- Bolletje BV
- Website
- https://bolletje.nl
- Company type
- Private
- Founded year
- 1867
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Bolletje BV is a 1867-founded Dutch bakery producer based in Almelo that sells beschuit, crackers, knäckebröd and related baked goods across retail, Horeca wholesale, B2B, export (Benelux and Germany), and a direct-to-consumer webshop.
- Ownership category
- akta.pro rank
Bolletje industry classification
Industry- Product category
- Bakery Products
- NAICS
- Cookie and Cracker Manufacturing (311821), Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Snack Bakery (Cookies, Crackers, Bars) Wholesale (AFAIAFAI)
- akta.pro secondary industries
- Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
Keywords
Where Bolletje is headquartered
LocationHeadquarters
- HQ city
- Almelo
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Bolletje business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Bakery Product Sales: Production and sale of crackers, beschuit, knäckebröd, ontbijtkoek, ontbijtgranen, pepsels, schuddebuikjes, roggebrood, koekjes, and kruidnoten through retail, foodservice, wholesale, and B2B channels.
- Consumer Webshop: Direct-to-consumer sales of beschuit bins and specialty products through the Bolletje webshop.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Bolletje product offering
Product offeringCore offering
Bolletje manufactures and sells a broad portfolio of Dutch bakery products including beschuit (rusks), crackers, knäckebröd, ontbijtkoek, breakfast cereals, rye bread, cookies, and seasonal kruidnoten. The company distributes these products through retail grocery, horeca/wholesale, direct B2B, export, and a consumer webshop, with specialty lines such as Bagel Crackers and fiber-rich beschuit.
Product overview
Bolletje is a traditional Dutch bakery established in 1867, offering a portfolio of crackers, beschuit (rusks), knäckebröd, and related baked goods. The core product range includes various cracker types such as Bagel Crackers (the flagship brand winning multiple awards), Protein & Low Carb Crackers, 45% Zadencrackers, Ciabatta Crackers, Low Carb Vegetable Crackers, and Ontbijtcrackers. The beschuit line includes fiber-rich multi-grain and multi-seed variants. Bolletje Bewust is the company's sustainability initiative covering health, food transition, waste reduction, and fair supply chains. The company operates a business-to-business division (Bolletje Zakelijk) offering mono-packaged products exclusively through Horeca wholesalers, alongside a consumer webshop. The product portfolio also includes decorative tins (Beschuitbussen) available through the webshop.
Differentiator
Problem solved
Functional benefit
Brands
- Bolletje Bewust: Sustainability and corporate responsibility program focused on healthy eating, sustainability, and community connection.
Products and services
- Bagel Crackers Sesam A unique cracker combining the shape and taste of a bagel with the crunch of a cracker, high in fiber, suitable for spreading toppings or eating plain. Targeted at retail consumers seeking an innovative everyday cracker.
- Proteïn & Low Carb Crackers
Companies that use Bolletje
Customer profileSegments5 records
Ideal customer profiles4 records
Bolletje technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Bolletje partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Bolletje competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks12 records
Key highlights7 records
Customer concentration
Bolletje social profiles
Digital presenceBolletje financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bolletje leadership team
Management profileNumber of profiles
Bolletje funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bolletje M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bolletje
What does Bolletje do?
Bolletje manufactures and sells a broad portfolio of Dutch bakery products including beschuit (rusks), crackers, knäckebröd, ontbijtkoek, breakfast cereals, rye bread, cookies, and seasonal kruidnoten. The company distributes these products through retail grocery, horeca/wholesale, direct B2B, export, and a consumer webshop, with specialty lines such as Bagel Crackers and fiber-rich beschuit.
Is Bolletje a public or private company?
Bolletje is a private company. It is classified as unknown and is currently operating.
When was Bolletje founded?
Bolletje was founded in 1867. It employs 251 to 500 people.
Where is Bolletje based?
Bolletje is headquartered in Almelo, Netherlands, in the Europe region.
How does Bolletje make money?
Two revenue lines are on record. Bakery Product Sales are the primary driver. The others are consumer Webshop.
Does Bolletje have an API?
No public API is recorded for Bolletje.
What industry is Bolletje in?
Bolletje's product category is Bakery Products. Its primary akta.pro industry code is AFAIAFAI, Snack Bakery (Cookies, Crackers, Bars) Wholesale, with a secondary code of THAFAFAF, Wholesale / Commercial Bakeries (B2B Supply). Its NAICS code is 311821 and its SIC code is 2050.