With suitcases unpacked and kids back in school, supermarkets signal the return of kruidnoten. This year, Bolletje teamed up with fans to launch a standout new flavor: Grandma's Apple Pie.
Consumers voted for their dream flavor through a kruidnoten contest in partnership with Qmusic. Grandma's Apple Pie took top honors—the second pie-inspired winner after last year's Red Velvet Kruidnoten. Brownie and cheesecake flavors also ranked highly, alongside creative entries like chocolate chip cookies and stroopwafel.
Bolletje reports that chocolate kruidnoten varieties—like truffle, coconut, and caramel—claim 52% market share in the preseason (September to early November), outpacing natural flavors. Post-Sinterklaas, natural kruidnoten lead with 56%. This shift positions kruidnoten as a broader autumn favorite, not just a Sinterklaas treat.
Bolletje's kruidnoten sales in the Netherlands rose 12% in 2020 compared to 2019. International demand is surging too, with exports to Germany, England, Italy, Denmark, and beyond. Notably, these markets enjoy kruidnoten as a general holiday delicacy, untethered from December 5. "These countries lean conservative on flavors, but we anticipate more variety ahead," notes Bolletje's Zandbergen.
