What KOOPMANS does

Koopmans is a Netherlands-based branded packaged baking-mix company tracing its origins to 1846, when it began operating a buckwheat mill (boekweitmolen) in Holwerd. Today the company sells a wide portfolio of dry baking mixes and ready-to-use products — Pannenkoeken (in original, whole-grain, complete, gluten-free, organic, and specialty flavours), puff pastry (Bladerdeeg), oliebollen mix, cake mixes, appeltaart, sheet cakes, and specialty flours including gluten-free and almond baking flour — through all major Dutch supermarket chains including Albert Heijn, Jumbo, Plus, and several regional banners. Koopmans B.V. operates as a subsidiary of Dr. Oetker Nederland B.V., integrating the brand into the broader Dr. Oetker group's Dutch consumer baking portfolio.

The company monetises exclusively through wholesale retail distribution of branded packaged goods; pricing is set at the retailer level and is not publicly disclosed. Its go-to-market is B2B2C: Koopmans supplies supermarkets and reaches end-consumers through owned digital channels including a recipe database of thousands of entries, a Bakhulp (baking help) FAQ section, and the Keekje AI chatbot built on Chatbase.co. Marketing operations are supported by a modern digital stack — Salesforce for email, Flowbox for user-generated content, Google Analytics, Facebook Pixel, Google Ads, TikTok Pixel, and The Trade Desk for programmatic — and the brand engages consumers directly on Facebook, Instagram, YouTube, TikTok, and Pinterest under the #BakkenMetKoopmans hashtag.

The customer base is broad and horizontal: Dutch households baking at home across everyday meals, celebrations, and seasonal occasions such as Sinterklaas and Oud & Nieuw. Koopmans targets consumers who want reliable, fool-proof baking results and traditional Dutch specialties, with growing sub-segments in gluten-free, vegan, and organic. The company is small in direct headcount (8 listed) but operates within the larger Dr. Oetker group, which likely provides shared manufacturing, supply chain, and corporate functions.

Name

KOOPMANS

Legal name

Koopmans B.V.

Website

https://koopmans.com

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

1–10 employees

Short description

Koopmans is a Dutch packaged baking-mix brand founded in 1846, selling pancake, cake, pastry, and gluten-free mixes through every major Dutch supermarket chain as a subsidiary of Dr. Oetker Nederland B.V.

Ownership category

akta.pro rank

Product category

Home Baking Mixes

NAICS

Commercial Bakeries (311812), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)

SIC

Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Pastry, Cakes & Tortes Manufacturing (AFAKAAAB), Breakfast & brunch prepared items manufacturing (AFAKAHAH)

Keywords

• Dutch baking mixes
• Pancake mix products
• Puff pastry mixes
• Home baking brands
• Gluten-free baking flour

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Baking Mix Products: Koopmans generates revenue through the sale of baking mixes and related baking products through retail supermarket channels across the Netherlands. Products include cake mixes, pancake mixes, bladerdeeg (puff pastry), poffertjes mixes, oliebollen mixes, and specialty baking ingredients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

KOOPMANS manufactures and distributes a heritage Dutch portfolio of baking mixes and ready-to-use baked products, including pancake mixes (Pannenkoeken) in multiple variants, puff pastry (Bladerdeeg), oliebollen mixes, poffertjes mixes, cake and sheet-cake mixes (Fijne Cake, Appeltaart, Plaatcake), and specialty flours including gluten-free and organic options. Products are sold exclusively through Dutch supermarket retailers and supported by a recipe library, baking tips (Bakhulp), and an AI chatbot (Keekje) for consumer guidance.

Product overview

KOOPMANS is a Dutch baking products company operating since 1846, producing a comprehensive portfolio of baking mixes and ready-to-use products. The core product line centers on pancake mixes (Pannenkoeken) available in multiple variants including Origineel, Volkoren (whole grain), Compleet, Bio/Organic, Glutenvrij (gluten-free), and specialty flavors like Speculoos and Oma's. Additional key product categories include puff pastry (Bladerdeeg) in original and whole grain varieties, oliebollen mix for traditional Dutch doughnuts, cake mixes including Fijne Cake and Appeltaart, sheet cakes (Plaatcake) with various toppings, and gluten-free baking products using specialized flours like Zelfrijzend Amandelbakmeel and Glutenvrij Basismeel. The company also offers ready-to-use products (Kant-en-klare) including pre-made pancakes and poffertjes. KOOPMANS is owned by Dr. Oetker Nederland B.V. and positions itself as Holland's baking specialist.

Differentiator

Problem solved

Functional benefit

Products and services

• Pannenkoeken Origineel Classic Dutch pancake mix for making traditional Dutch pancakes, sold to Dutch consumers through supermarket retail.
• Pannenkoeken Volkoren Whole grain pancake mix made with whole grains for a healthier alternative, for Dutch consumers seeking higher-fiber options.
• Pannenkoeken Compleet Complete pancake mix that only requires water to prepare and makes 8-10 pancakes, for consumers seeking convenience.
• Pannenkoeken Glutenvrij Gluten-free pancake mix for consumers with gluten intolerance or celiac sensitivity.
• Pannenkoeken Bio/Meergranen Organic multigrain pancake mix made with organic ingredients, for consumers seeking organic certification.
• Oliebollenmix Origineel Classic Dutch oliebol (doughnut) mix for traditional Dutch New Year (Oud en Nieuw) treats.
• Bladerdeeg Origineel Classic puff pastry for making various savory and sweet pastries and appetizers at home.
• Volkoren Bladerdeeg Whole grain puff pastry with more fiber than regular puff pastry.
• Fijne Cake Fine cake mix for baking classic Dutch cakes.
• Appeltaart Apple pie mix for traditional Dutch apple tart (appeltaart).
• Plaatcake Roodfruit Sheet cake mix with red fruit for making flat cakes with berries.
• Plaatcake Appelkruimel Sheet cake mix with apple crumble topping.
• Glutenvrij Basismeel Gluten-free basic flour for various baking applications, now packaged in more sustainable packaging.
• Zelfrijzend Amandelbakmeel (Glutenvrij) Self-rising almond flour for gluten-free baking containing 38% almond meal.
• Boekweitmeel Buckwheat flour, including organic variant, for specialty pancakes and traditional Dutch baking.
• Kant-en-klare Pannenkoeken Ready-to-use pre-made pancakes that only need heating, for quick meal preparation.
• Kant-en-klare Poffertjes Ready-to-use pre-made poffertjes (mini Dutch pancakes) that only need heating.
• Poffertjesmix Poffertjes (mini Dutch mini pancakes) mix for making traditional bite-sized pancakes at home.
• Schudfles Pannenkoeken Shake-bottle pancake mix allowing convenient preparation without additional bowls.
• Oma's Pannenkoeken met Kaneel Grandma's cinnamon pancakes, a traditional heritage recipe product under the Oma's sub-brand.
• Speculoos Pannenkoeken Pancake mix with speculaas spices for a seasonal flavor tied to Dutch Sinterklaas tradition.
• Meergranen Pannenkoeken Multigrain pancake mix with a blend of grains.
• Pannenkoekmeel Kabouter Traditional pancake flour (Pannenkoekmeel Kabouter) for classic Dutch pancakes.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• HAK: Dutch preserved vegetables, legumes and convenience food brand sold in Dutch supermarkets. Adjacent in being a Dutch heritage CPG brand with similar supermarket distribution but operates in a different category.

Direct peers

• Schär: European gluten-free bakery and baking-mix specialist. Overlaps with Koopmans' Glutenvrij range in both flour and mix SKUs across European supermarket channels.
• Betty Crocker: General Mills' flagship baking-mix and recipe brand. Sells cake mixes, frostings and baking kits in supermarket retail with a strong recipe ecosystem — a direct functional analogue to Koopmans.
• Bob's Red Mill: US-based whole grain, gluten-free and heritage flour/mix brand. Comparable product mix (flours, mixes, baking ingredients) and recipe-driven content strategy.
• King Arthur Baking Company: Premium US flour and baking-mix brand with a deep recipe library and consumer community. Comparable mix/flour portfolio and content-led marketing approach.
• Doves Farm: UK specialist in gluten-free and organic flours and baking mixes. Comparable in flour/mix manufacturing, dietary-inclusive variants and recipe-led marketing, though UK-focused rather than Dutch.
• Pillsbury: Iconic North American baking-mix brand (cakes, cookies, biscuits) owned by General Mills. Directly comparable product category and shelf-stable baking-mix format; differs mainly by geography.
• Albert Heijn (private label): Largest Dutch supermarket chain and operator of its own baking-mix private label. Key competitor for Koopmans on Dutch shelves; competes on price rather than brand equity.

Emerging players

• Simple Mills: US challenger brand in better-for-you baking mixes and crackers using almond flour and clean ingredients. Comparable dietary-inclusive positioning and modern content/DTC marketing.

Broad incumbents

• Dr. Oetker: German-headquartered parent of Koopmans and one of Europe's largest branded baking product companies (pizza, dessert mixes, baking aids). Directly comparable in baking mixes, cakes and frozen baked goods; also the parent so internal portfolio overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZgZivm72ZEzpplXheQ7C_Q
• Facebookfacebook.com/KoopmansBakken
• Instagraminstagram.com/koopmansbakken
• TikToktiktok.com/@koopmansbakken
• Pinterestnl.pinterest.com/koopmansbakken
• LinkedInlinkedin.com/company/koopmans

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 KOOPMANS