Traditional kruidnoten popular again in the Netherlands due to high cocoa prices

The traditional Dutch sweet kruidnoten which is usually only available in the winter months is experiencing a revival due to the rapidly rising cocoa price. The chocolate versions had the upper hand in Bolletje's sales in previous years, but now the “normal version” is selling best again. "The traditional kruidnotenhas only increased in price slightly, the chocolate version by 10 to 15 percent. It is now 55 percent traditional and 45 percent chocolate, it was the other way around," commercial director Geert-Jan Zandbergen told ANP.

"New flavors are still popular, such as mocha and dulce de leche this year. But the 'regular' chocolate segment is struggling and will continue to do so next year due to the still high cocoa price," says Zandbergen. Cocoa became more expensive than ever this year due to disappointing harvests in Ghana and Ivory Coast.

"That's why we're thinking about what else we can do with the regular gingerbread, for example by using a different packaging size," says the director. Bolletje also held a 'gingerbread referendum' this spring on whether the sweets should be in stores earlier. "But most people think it's a great autumn treat and so do we, so we want to hold on to that special feeling."

At manufacturer Van Delft, the traditional kruidnoten is also the most popular, although the chocolate versions are still on the rise. This is also due to new flavors such as pistachio-white chocolate and raspberry-cheesecake. "People appear to be quite fond of chocolate, consumption has hardly changed. Very large packages do a little less well, the smaller ones a little better", says director Oscar de Lange of Van Delft, which also serves many private labels with its factory in Harderwijk.

According to Van Delft and Bolletje, people are going for luxury or cheap, partly due to inflation. "They are leaving the middle segment a bit. We are seeing a slight growth in private labels," says De Lange. This is confirmed by the trade association VBZ.

Taaitaaipoppen have been less popular for a long time. "I think they suffer from an old-fashioned image. And where kruidnoten are for a general audience, taaitaai is really only a children's product," says De Lange.

Verkade is not yet affected much by the higher cocoa price when selling chocolate letters, also because it partly passes on the increased costs later. "This could ultimately cause some consumers to switch to cheaper alternatives, such as cookies with a chocolate layer or other treats," says a spokeswoman.

Experts predict chocolate prices will climb even higher in 2025. Sebastiaan Schreijen from RaboResearch said that long-term contracts between cocoa suppliers, chocolate makers, and retailers mean the current high cocoa prices will likely affect consumer prices for months to come.