Bolletje

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.

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

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

• Dutch bakery products
• Crackers and rusks
• Breakfast biscuits
• Knäckebröd manufacturing
• Fiber-rich bakery

Headquarters

HQ city

Almelo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. 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.
2. 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

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks12 records

Key highlights7 records

Customer concentration

• Xx.com/ikwilbolletje
• Facebookfacebook.com/ikwilbolletje

Revenue estimate

Valuation estimate

Number of profiles

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 Bolletje