De Kroes
De Kroes is a Dutch family-owned private label bakery manufacturer producing savory aperitif snacks (biscuits, wafers, puff pastry, crackers, toasts) for supermarket chains across Western Europe and the Americas, operating four production sites in the Netherlands, France, and Germany.
- Company typePrivate
- Founded1849
- HeadquartersSemur-en-auxios, France
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What De Kroes does
De Kroes B.V. is a Dutch private label manufacturer of savory aperitif snacks, founded in 1849 in Gorinchem and headquartered in Oosterhout, Netherlands. The company produces oven-baked biscuits, mini choux, curly crackers, filled wafers, crispbreads, flatbreads, puff pastry snacks, toasts and cups, and breakfast crackers, sold almost exclusively under retailer-owned brands to supermarket chains across Western Europe and the Americas. Approximately 200 employees operate four production sites in the Netherlands (Oosterhout and Weert), France (Semur-en-Auxois), and Germany (Liebschützberg), with the French and German sites added through the 2010 acquisition of Semur Feuilletage, the 2015 acquisition of Jos Poell, and the 2018 partnership with Crisbiss.
The business operates a sales-led, B2B go-to-market model: dedicated Area Sales Managers handle account management and acquisition, including export markets, with multi-year negotiated contracts and bespoke product development from concept through market launch. The company holds IFS, BRC, Organic (BIO), and RSPO SG certifications, which function as baseline requirements for supplying large grocery retailers. A small direct-to-consumer element exists through the Bon Vivant outlet store at the French site.
Revenue mechanics are anchored in private label manufacturing volumes across multiple product categories and geographies, with pricing negotiated on a quote basis per specification and volume. De Kroes remains a privately held family business with no disclosed external investors or funding rounds, and operates as a standalone holding for its three production subsidiaries.
De Kroes firmographics
Firmographics- Name
- De Kroes
- Legal name
- De Kroes B.V.
- Website
- https://dekroesbv.com
- Company type
- Private
- Founded year
- 1849
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- De Kroes is a Dutch family-owned private label bakery manufacturer producing savory aperitif snacks (biscuits, wafers, puff pastry, crackers, toasts) for supermarket chains across Western Europe and the Americas, operating four production sites in the Netherlands, France, and Germany.
- Ownership category
- akta.pro rank
De Kroes industry classification
Industry- Product category
- Savory Bakery / Private Label Snack Manufacturing
- NAICS
- Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
- akta.pro secondary industries
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Cookies, Biscuits & Crackers (CRADABAD)
Keywords
Where De Kroes is headquartered
LocationHeadquarters
- HQ city
- Semur-en-auxios
- HQ country
- France
- HQ region
- Europe
Offices4 records
Markets served
De Kroes business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Private Label Manufacturing: De Kroes produces savory aperitif snacks under private label for retailers. The company creates customized products for supermarket chains, with complementary flavors and product types to suit every taste. Revenue is generated through product sales to retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Private Label B2B - Quote-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
De Kroes product offering
Product offeringCore offering
De Kroes is a private-label manufacturer specializing in savory aperitif snack bakery products sold to supermarket chains across Western Europe and beyond. Its portfolio spans biscuits, mini choux with creamy fillings, curly crackers, filled wafers, crispbreads, flatbreads, puff pastry snacks, toasts, and breakfast crackers, produced across four manufacturing sites in the Netherlands, France, and Germany.
Product overview
De Kroes operates as a Private Label manufacturer specializing in savory aperitif snacks and bakery products. The company produces a diverse portfolio including biscuits (Gouda, Cheddar, Emmental varieties), mini choux with creamy fillings, curly crackers, filled wafers, crispbreads, flatbreads, puff pastry snacks, and toast & cups. The product range is complemented by acquired brands: Jos Poell (Dutch toast and pastry), Kroes Feuilletage/Bon Vivant (French puff pastry), and Crisbiss (German waffles via partnership). All products are primarily sold under private label to supermarkets across Western Europe and beyond, with approximately 200 employees across four production sites in the Netherlands, France, and Germany.
Differentiator
Problem solved
Functional benefit
Products and services
- Savory Biscuits Oven-baked savory biscuits in cheese varieties (Gouda, Cheddar, Emmental), based on the original 19th-century Gorcumse Zoute Bollen recipe; sold primarily under private label to supermarket chains.
- Mini Choux (Mini Soesjes) Crispy mini choux pastries with creamy fillings, featuring a crunchy shell and smooth center; sold as private-label products globally.
- Curly Crackers Playful curly-shaped crackers with a light crunch and reduced fat content; developed through nearly two years of R&D for broad consumer appeal.
- Filled Wafers Crispy filled wafers in round and square shapes with flavors such as gouda and walnut, herbs, and tomato and basil; inspired by ice cream cone concept in savory format.
- Crispbreads Crunchy flat crackers topped with ingredients like cranberries or pumpkin seeds, marketed as a healthy bread alternative with re-closable packaging.
- Flatbreads Light, long, and crispy crackers suitable for snacking, dipping, or pairing with spreads; available with toppings such as Kalamata olives, figs, or seed mixes.
- Puff Pastry Snacks (Kroes Feuilletage) Savory puff pastry products including cheese squares and olive palmiers, produced under the Kroes Feuilletage brand at the Semur-en-Auxois facility.
- Toast and Cups Toast and cup party essentials available in round or square shapes, mini or maxi sizes; served plain or with toppings such as chutney, Camembert, or mascarpone cream fillings.
- Breakfast Crackers Crackers designed for breakfast consumption, part of the broad savory snack portfolio sold primarily under private label to supermarkets.
Quantifiable outcome
- Products sold in supermarkets across Western Europe, America, and beyond
Companies that use De Kroes
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
De Kroes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
De Kroes partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Crisbiss GmbHcoreGerman waffle manufacturer partnership started in 2018. Collaboration to expand De Kroes's product offerings into the waffle category. Crisbiss continues to operate as a separate entity while serving as De Kroes's partner for savory waffle products.
Scale indicators4 records
Recent moves8 records
Expansion highlights2 records
De Kroes competitors and assessment
Company assessmentDirect peers
- Continental Bakeries: Dutch private label biscuit and bakery producer with multiple European production sites. Closest geographic and product peer to De Kroes, sharing the same private label, multi-category savory/sweet biscuit model.
- Lorenz Snack-World: German family-owned savory snack manufacturer (branded and private label). Directly comparable on savory snack portfolio, private label capability, and family-controlled ownership structure.
- Walkers Shortbread: Scottish heritage biscuit manufacturer with significant private label and branded biscuit business in Western Europe. Comparable on heritage positioning, biscuit manufacturing, and private label export model.
- Vandemoortele: Belgian family-owned producer of frozen bakery, puff pastry, and savory snacks with pan-European manufacturing. Highly comparable to De Kroes's puff pastry subsidiary (Bon Vivant) and multi-country savory snack positioning.
- Valeo Foods Group: Ireland-headquartered private label and branded food group with significant biscuits, crackers, and snacks exposure across Europe. Comparable private label B2B model and acquisition-driven category expansion.
- Borges Branded Foods: Spanish family-owned branded and private label snacks producer focused on Mediterranean and European markets. Comparable private label savory snack model with strong regional retail relationships.
- Intersnack Group: Germany-based, family-owned European leader in private label savory snacks (chips, nuts, crackers). Directly comparable to De Kroes on private label B2B model, savory snack focus, and multi-country European manufacturing footprint.
Broad incumbents
- Mondelez International: Global snacks powerhouse with biscuit brands (Oreo, Belvita, LU, Tuc) and significant European private label supply. Broad incumbent competitor across multiple snack categories, vastly larger scale than De Kroes.
- Lotus Bakeries: Belgian heritage biscuit and natural foods group (Biscoff, Lotus, Nakd). Comparable heritage positioning and biscuit manufacturing but operates globally and across multiple categories beyond savory snacks.
- Pladis (Yildiz Holding): Global biscuit and confectionery group owning McVitie's, Jacob's, and Godiva. Operates broadly in European biscuits including private label; broader incumbent with deeper R&D and distribution scale than De Kroes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
De Kroes social profiles
Digital presenceDe Kroes compliance and trust
Trust signalCompliance4 records
De Kroes financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Kroes leadership team
Management profileNumber of profiles
Profiles1 record
De Kroes subsidiaries and ownership
Company hierarchySubsidiaries3 records
De Kroes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Kroes 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 De Kroes
What does De Kroes do?
De Kroes is a private-label manufacturer specializing in savory aperitif snack bakery products sold to supermarket chains across Western Europe and beyond. Its portfolio spans biscuits, mini choux with creamy fillings, curly crackers, filled wafers, crispbreads, flatbreads, puff pastry snacks, toasts, and breakfast crackers, produced across four manufacturing sites in the Netherlands, France, and Germany.
Is De Kroes a public or private company?
De Kroes is a private company. It is classified as family owned and is currently operating.
When was De Kroes founded?
De Kroes was founded in 1849. It employs 11 to 50 people.
Where is De Kroes based?
De Kroes is headquartered in Semur-en-auxios, France, in the Europe region.
How does De Kroes make money?
One revenue line is on record: private Label Manufacturing.
Who are De Kroes's main competitors?
Direct peers on record are Continental Bakeries, Lorenz Snack-World, Walkers Shortbread, Vandemoortele, Valeo Foods Group, Borges Branded Foods and Intersnack Group. Broad incumbents are Mondelez International, Lotus Bakeries and Pladis (Yildiz Holding).
Does De Kroes have an API?
No public API is recorded for De Kroes.
What industry is De Kroes in?
De Kroes's product category is Savory Bakery / Private Label Snack Manufacturing. Its primary akta.pro industry code is AFAKAIAJ, Crackers & Savory Biscuits Manufacturing, with a secondary code of AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads). Its NAICS code is 311821 and its SIC code is 2052.