Riedel

What Riedel does

Riedel B.V. is a Netherlands-based producer and distributor of fruit juices, fruit drinks, and adjacent beverages, operating since 1879 from a consolidated headquarters and production facility in Ede. The company runs a multi-brand portfolio covering pure juices (Appelsientje), chilled juices (CoolBest), sparkling fruit drinks (DubbelFrisss), juice-dairy combinations (Taksi), reduced-sugar drinks (Van de Boom), superfruit and coconut water (Healthy People), tropical fruit drinks (Maaza), sports drinks (Extran), and single-serve on-the-go formats (1FRUIT). It also produces private label beverages for other brand owners, operating both as a brand owner and a contract manufacturer.

Riedel sells primarily through all major Dutch supermarket chains and via a network of more than 40 foodservice wholesalers (including Sligro, Hanos, and Bidfood) serving the hospitality, restaurant, and on-the-go channels. The company employs more than 250 people and produces 109+ million liters annually across its top three brands, with brands present in approximately 70% of Dutch households. Production, product development, marketing, sales, and distribution are co-located at the Ede site, which runs on fully green electricity as of 2025 and operates under SAI FSA Silver, Sedex SMETA 4-pillar, and ETI Base Code certifications.

The company has been owned by Dutch private equity firm Standard Investment since its 2017 carve-out from Friesland Campina, and has used that period to acquire Van de Boom (2017), Healthy People (2020), and Maaza (2021), and to execute a 2024–2025 category refresh with affordable price-pack architectures (€1.79–€1.99) designed to defend volume against sugar tax and inflation headwinds. Riedel generates revenue through branded retail sales, foodservice/wholesale distribution, and private label contract manufacturing, with all operations concentrated in the Netherlands.

Name

Riedel

Legal name

Riedel BV

Website

https://riedel.nl

Company type

Private

Founded year

1879

Operating status

Operating

Headcount range

251–500 employees

Short description

Riedel B.V. is the Netherlands market leader in fruit juices and fruit drinks, producing and distributing a portfolio of ten brands including Appelsientje, CoolBest, and DubbelFrisss from its Ede facility to Dutch supermarkets, foodservice wholesalers, and private label customers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Fruit Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB), Refrigerated Juices & Smoothies (CRADACAL), Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing (AFAFABAM)

Keywords

• Fruit juice production
• Beverage manufacturing
• Private label co-manufacturing
• Consumer beverage brands
• Foodservice beverage distribution

Headquarters

HQ city

Ede

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Fruit Beverages: Riedel generates revenue through the sale of its portfolio of branded fruit juices and fruit drinks including Appelsientje, CoolBest, DubbelFrisss, Taksi, and other brands. Products are sold through retail (supermarkets), foodservice, and hospitality channels.
2. Private Label Manufacturing: Riedel acts as a producer and partner for private label brands, manufacturing fruit juices and beverages for other companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

Riedel produces and distributes branded fruit juices and fruit beverages (including Appelsientje, CoolBest, DubbelFrisss, Taksi, Van de Boom, DubbelDrank, 1FRUIT, Healthy People, Maaza, and Extran) sold primarily through Dutch supermarkets and foodservice wholesalers. In parallel, the company acts as a private label manufacturer, producing fruit juices and beverages for other brands at its consolidated Ede facility.

Product overview

Riedel is a Dutch food and beverage company and market leader in fruit juices and drinks in the Netherlands. The company operates a unified brand portfolio approach, producing and marketing multiple consumer brands under one company. Their core brands include Appelsientje (pure juices since 1973), CoolBest (chilled juices), and DubbelFrisss (fruit drinks with bubbles since 1996). Additional brands include DubbelDrank (flavor combinations), Taksi (juice-dairy mix), Van de Boom (reduced sugar drinks), Maaza (tropical fruit drinks from India), Healthy People (healthy superfruit drinks), 1FRUIT (one fruit in a package), and Extran (sports drinks since 1988). The company handles production, product development, marketing, and distribution from their Ede facility. Riedel also produces private label products for other brands.

Differentiator

Problem solved

Functional benefit

Brands

• Appelsientje: Pure unsweetened fruit juices available since 1973. Netherlands' iconic orange juice brand offering a wide range of fruit juices and fruit drinks.
• CoolBest
• DubbelFrisss
• Taksi
• Van de Boom
• DubbelDrank
• 1FRUIT
• Healthy People
• Maaza
• Extran

Products and services

• Appelsientje Pure, unsweetened fruit juices sold since 1973, starting with iconic orange juice and expanding to a wide range of fruit juices and drinks for Dutch supermarket shoppers.
• CoolBest Chilled fruit juices stored refrigerated from pressing through to the supermarket, offering quality fruit and flavor combinations aimed at consumers seeking premium chilled drinks.
• DubbelFrisss Refreshing double fruit combinations combining water and fruit juice, positioned as the first fruit-meets-soda drink in the Netherlands.
• DubbelDrank Range of surprising flavor combinations offering double-fruit taste for double enjoyment, targeted at consumers seeking novel fruit drink flavors.
• Taksi A juice and dairy mix described as a flavor explosion rich in vitamin C, serving as a refreshing thirst quencher for any moment of the day.
• Van de Boom Young Dutch brand of fruit drinks made with less sugar from the tastiest fruit, positioned as a healthier alternative in the fruit drink category.
• Maaza World's largest brand in tropical fruit drinks, originating from India's mango orchards, sold to consumers seeking tropical fruit flavors.
• Healthy People Feel-good fruit drinks with unique flavors and the power of vitamins and minerals, including superfruit juices and coconut water for health-oriented consumers.
• 1FRUIT Single-fruit portion product containing the fibers and vitamins of exactly one piece of fruit (apple, pear, or orange) in a 200ml chilled package, positioned as a practical supplement to fresh fruit for moments when eating fruit is less convenient.
• Extran Sports and energy drinks launched in 1988, providing hydration and energy for athletes and high-performance users.
• Private Label Beverage Manufacturing

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Sligro, Hanos, Bidfood and other wholesalerscoreChannel Partner/ Reseller/ DistributorRiedel supplies its products through a network of over 40 wholesale distributors. Key partners include Sligro, Hanos, Bidfood, VHC Kreko, VHC-jongens, Horesca, De Klok, InBev, Swinkels, FOOX, and Veldboer Eenhoorn. These distributors serve the foodservice and hospitality sectors throughout the Netherlands.
• Ethical Trade InitiativeminorStrategic or Co-development PartnerRiedel subscribes to the base code principles defined by the Ethical Trade Initiative, demonstrating commitment to ethical sourcing and fair treatment of workers throughout the supply chain.
• SAI FSA (Sustainable Agriculture Initiative)coreStrategic or Co-development PartnerIn 2024, Riedel sourced 81% of its fruit at minimum SAI FSA Silver level, demonstrating commitment to sustainable agricultural practices. The company works with farmers worldwide on improving growing conditions, including projects in Brazil (oranges), India (mangoes), and Poland (apples).

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• FrieslandCampina: Dutch dairy and beverage major that owned Riedel from 1970 until the 2017 sale to Standard Investment. Directly comparable as a Dutch CPG incumbent with overlapping juice and dairy-fruit beverage categories (e.g., Taksi-adjacent).
• Danone: Global dairy and plant-based beverage major with a substantial juice and juice-dairy portfolio (e.g., Alpro, Danone fruit yogurts). Comparable to Riedel on the Taksi juice-dairy segment and on the Dutch retail channel, though vastly larger and more diversified.
• Tropicana (PepsiCo): Global branded juice franchise owned by PepsiCo, competing in the same ambient and chilled juice shelves where Appelsientje and CoolBest sit. Comparable as a global incumbent category leader rather than as a direct Dutch-market rival.
• Britvic: UK-listed branded soft drinks and juice producer (Robinsons, J2O, Purdey's, private label) with European operations. Comparable on branded-plus-private-label juice strategy and retailer relationships, though it is larger and more diversified than Riedel.
• Suntory Beverage & Food: Global beverage company operating juice and soft drink brands across Europe (Orangina, Lucozade, Ribena). Comparable as a multinational branded juice competitor that Riedel increasingly meets in European retailers and as a potential strategic acquirer given its European M&A appetite.

Regional players

• Vrumona: Dutch non-alcoholic beverage producer owned by Heineken, producing juices, soft drinks, and waters for the Dutch market. Most directly comparable on Dutch retail channel access and chilled/private label beverage production, though its parentage gives it different strategic dynamics.

Direct peers

• Refresco: Dutch-headquartered, pan-European independent beverage manufacturer with a business model that mirrors Riedel's: contract manufacturing for private label retailers combined with owned brands across juices, soft drinks, and waters. Direct overlap on private label juice production and on Dutch retail customer base.
• Innocent Drinks: UK-origin premium juice and smoothie brand now owned by The Coca-Cola Company, serving European retailers with chilled single-serve and multi-pack juices. Closely comparable on premium juice positioning, retail channel strategy, and innovation cadence in chilled/cold-chain juices.
• Hero Group: Swiss-based international food and beverage company whose portfolio includes fruit juice brands (Hero, Schwartau, Vitafit). Comparable to Riedel as a European branded juice operator with multi-country distribution and recent brand acquisitions.
• Eckes-Granini: Leading European producer of fruit juices and nectars, with branded portfolios (hohes C, Joker, Granini) and private label capacity. Directly comparable to Riedel on fruit beverage production, multi-market brand ownership, and chilled/ambient juice formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/riedel-bv

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 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 Riedel