Hero Benelux
Hero Benelux is a Breda-headquartered consumer packaged goods company and subsidiary of Swiss Hero Group, marketing a multi-brand portfolio of jams, baby food, cereal bars, blackcurrant products, and foodservice offerings across the Netherlands and Belgium.
- Company typePrivate
- Founded1914
- HeadquartersBreda, Netherlands
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hero Benelux does
Hero Benelux is a Netherlands-based consumer packaged goods company headquartered in Breda that markets and distributes a multi-brand portfolio of fruit-based food products across the Benelux region. The company operates under the umbrella of Swiss parent Hero Group (founded 1886), with its Dutch roots tracing back to a 1914 partnership — originally established as Hero Conserven to produce jam and fruit pulp. Today the portfolio spans jams and fruit spreads (Hero), baby food (Hero Nutrasense), cereal and granola bars (B'tween), blackcurrant products (Cassis), organic baby and children's food (Organix), and a dedicated foodservice line serving restaurants, hotels, and catering operations.
The company's product surface is a branded consumer food portfolio rather than a technology platform; the underlying operation is conventional food manufacturing, marketing, and distribution. Five registered trademarks (Hero, Hero Nutrasense, B'tween, Cassis, Organix) structure a horizontal segmentation strategy across age and occasion-based use cases — family jams, infant nutrition, children's snacks, and professional kitchen supply. Digital presence spans brand-specific accounts on LinkedIn, Instagram, TikTok, and Facebook for top-of-funnel consumer engagement.
Hero Benelux makes money through one-time product sales of branded packaged food items via retail channels (supermarket chains and specialty food retailers in the Netherlands and Belgium) plus direct B2B sales through its Hero Foodservice division. Customer segmentation is horizontal — serving household consumers at retail and professional kitchens via foodservice — and the company benefits from over a century of brand heritage and parent-group scale, though specific pricing structures, revenue, and headcount are not publicly disclosed.
Hero Benelux firmographics
Firmographics- Name
- Hero Benelux
- Legal name
- Hero Benelux
- Website
- https://herobenelux.nl
- Company type
- Private
- Founded year
- 1914
- Operating status
- Operating
- Short description
- Hero Benelux is a Breda-headquartered consumer packaged goods company and subsidiary of Swiss Hero Group, marketing a multi-brand portfolio of jams, baby food, cereal bars, blackcurrant products, and foodservice offerings across the Netherlands and Belgium.
- Ownership category
- akta.pro rank
Hero Benelux industry classification
Industry- Product category
- Consumer Packaged Food Products
- NAICS
- Food Manufacturing (311), Other Food Manufacturing (3119), Other Snack Food Manufacturing (311919)
- SIC
- Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Food And Kindred Products (2000)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals) (CRADAEAE), Fruit Snacks & Dried Fruit (CRADABAJ)
Keywords
Where Hero Benelux is headquartered
LocationHeadquarters
- HQ city
- Breda
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Hero Benelux business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Consumer Food Products: Hero Benelux generates revenue through the sale of packaged food products including jams, fruit preserves, baby food, cereal bars, cassis, and dessert sauces under multiple brand names. Products are sold through retail channels in the Netherlands and Belgium.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Hero Benelux product offering
Product offeringCore offering
Hero Benelux produces, sells, and markets a diverse portfolio of fruit-based food products under multiple sub-brands: Hero (jams and fruit preserves), Hero Nutrasense (baby food), B'tween (cereal/granola bars), Cassis (blackcurrant beverages), and Organix (organic baby food), together with a Hero Foodservice division supplying professional kitchens, restaurants, hotels, and caterers. Operating from Breda, Netherlands, as the Benelux arm of the Swiss Hero Group, the company serves consumers and foodservice operators across the Netherlands, Belgium, and Luxembourg.
Product overview
Hero Benelux is a food and beverage company that operates as part of the Hero Group (Swiss parent company). The company offers a portfolio of food products including jams, baby food, snacks (cereal bars), blackcurrant products (Cassis), organic baby food (Organix), and foodservice offerings. The products are marketed under multiple sub-brands including Hero Nutrasense (baby food), B'tween (granola bars), and Hero Foodservice, with the core Hero brand covering jams and fruit spreads.
Differentiator
Problem solved
Functional benefit
Brands
- Hero: Core brand offering jam and fruit products
- Hero Nutrasense
- B'tween
- Cassis
- Organix
- Hero Foodservice
Products and services
- Hero Jam Hero-brand jams, fruit spreads, and preserves sold to retail consumers in the Netherlands and Belgium through supermarket and grocery channels.
- Hero Nutrasense Baby food products for infants and young children, marketed under the Hero Nutrasense brand to families in the Benelux.
- B'tween Cereal bars and granola snack products marketed to children and families in the Benelux under the B'tween brand.
- Cassis Blackcurrant-based beverages and products sold under the Cassis brand, a signature Hero fruit product in the Benelux market.
- Organix Organic baby food and children's food products marketed under the Organix brand to families in the Benelux.
- Hero Foodservice Foodservice products and solutions for professional catering and hospitality operations, including restaurants, hotels, and catering businesses in the Benelux.
Companies that use Hero Benelux
Customer profileSegments1 record
Ideal customer profiles2 records
Hero Benelux technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hero Benelux partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hero GroupcoreHero Group is the Swiss parent company of Hero Benelux. Founded in 1886 in Switzerland, Hero Group owns multiple subsidiaries across Europe, Americas, Africa, and Asia. Hero Benelux operates under the Hero Group umbrella, maintaining local operations in the Netherlands and Belgium while benefiting from the parent company's brand portfolio, resources, and strategic direction.
Scale indicators2 records
Recent moves4 records
Expansion highlights5 records
Hero Benelux competitors and assessment
Company assessmentBroad incumbents
- Hero Group: Swiss parent company of Hero Benelux, operating branded food businesses across Europe, Americas, Africa, and Asia. Comparable as the broader portfolio incumbent under which Hero Benelux sits, with overlapping jam and baby-food brands.
- Nestlé: Largest global food and beverage company, with major positions in baby nutrition (Nestlé Baby), snack bars, and beverages. Comparable as a broad incumbent whose sub-categories overlap with Hero Nutrasense, B'tween, and Cassis.
- Kellanova (Nature Valley): Global snacking business (former Kellogg's snacks) including Nature Valley cereal bars. Comparable to Hero Benelux's B'tween sub-brand on retail cereal/snack bar competition in Benelux.
- Danone (Blédina): Global FMCG incumbent with a dedicated baby food arm (Blédina) plus adjacent dairy and plant-based categories. Comparable to Hero Benelux on baby food competition and broad packaged-food retail presence in Benelux.
Direct peers
- Hipp (HiPP): European organic baby and children's food specialist. Directly comparable to Hero Nutrasense and Organix sub-brands on organic baby food positioning, premium pricing, and Benelux retail distribution.
- Zentis: German fruit preparations and sweet spreads manufacturer with European footprint. Directly comparable on jam/fruit preserve manufacturing and on supplying both retail brands and B2B/foodservice customers.
- St. Dalfour: French jam and fruit spread brand focused on all-fruit, lower-sugar preserves. Directly comparable to Hero jam on premium jam positioning and on the 'better-for-you' jam positioning in European retail.
- Andros Group: French family-owned food group best known for Bonne Maman jams and fruit preparations, plus dairy desserts. Closely comparable to Hero Benelux on jam/spread core, family-ownership structure, and multi-brand European food portfolio.
- Wilkin & Sons (Tiptree): UK heritage maker of premium jams, conserves, and curates foodservice lines. Comparable to Hero Benelux on premium fruit-preserve heritage, retail brand strength, and a foodservice sub-brand.
Emerging players
- Fruittella / Perfetti Van Melle: European confectionery and fruit-snack manufacturer (Fruittella fruit snacks, Mentos). Comparable to Hero Benelux on the fruit-snack adjacency and on competing for the same on-the-go, family-snacking shelf space as B'tween.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Hero Benelux social profiles
Digital presenceHero Benelux financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hero Benelux leadership team
Management profileNumber of profiles
Hero Benelux funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hero Benelux 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 Hero Benelux
What does Hero Benelux do?
Hero Benelux produces, sells, and markets a diverse portfolio of fruit-based food products under multiple sub-brands: Hero (jams and fruit preserves), Hero Nutrasense (baby food), B'tween (cereal/granola bars), Cassis (blackcurrant beverages), and Organix (organic baby food), together with a Hero Foodservice division supplying professional kitchens, restaurants, hotels, and caterers. Operating from Breda, Netherlands, as the Benelux arm of the Swiss Hero Group, the company serves consumers and foodservice operators across the Netherlands, Belgium, and Luxembourg.
Is Hero Benelux a public or private company?
Hero Benelux is a private company. It is classified as corporate owned and is currently operating.
When was Hero Benelux founded?
Hero Benelux was founded in 1914.
Where is Hero Benelux based?
Hero Benelux is headquartered in Breda, Netherlands, in the Europe region.
How does Hero Benelux make money?
One revenue line is on record: consumer Food Products.
Who are Hero Benelux's main competitors?
Broad incumbents on record are Hero Group, Nestlé, Kellanova (Nature Valley) and Danone (Blédina). Direct peers are Hipp (HiPP), Zentis, St. Dalfour, Andros Group and Wilkin & Sons (Tiptree). Fruittella / Perfetti Van Melle is listed as an emerging player.
Does Hero Benelux have an API?
No public API is recorded for Hero Benelux.
What industry is Hero Benelux in?
Hero Benelux's product category is Consumer Packaged Food Products. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 311 and its SIC code is 2033.