About us

De Kroes has been a trusted name in the craft of savoury bakery products since 1849. What once started as a small bakery in the heart of Gorinchem has grown over the years into a modern, international producer of high-quality baked goods. After a period in Werkendam, the company relocated in 1999 to Oosterhout, where our headquarters and state-of-the-art production facility are now based.

De Kroes worldwide

With approximately 200 employees spread across four production sites, De Kroes serves customers both nationally and internationally. Our product range includes a wide variety of savoury snacks such as salted biscuits, wafers, puffs, crackers, flatbreads and breakfast crackers – each with its own distinctive flavour, shape and texture, tailored to our clients’ needs.

Our core values

Our mission is clear: “Creating the world’s tastiest bakes.” Every day, we are committed to achieving this goal, guided by our vision: “Satisfy our clients worldwide with high-quality bakery products.” To support this ambition, we uphold four core values:

We strive for excellent products and service
We value reliable partnerships
We focus on long-term success
We are actively committed to the United Nations Sustainable Development Goals (SDGs)

Quality at the heart of everything

Quality is at the heart of everything we do. We develop our products with attention to detail, safety and sustainability, while working in an ethically responsible way. Labour rights are respected, and mutual responsibility is a guiding principle in our internal operations and external collaborations.

History

Throughout our long history, we have achieved several important milestones. From the registration of the De Gulde Capel brand in 1892 to the acquisition of French puff pastry producer Semur Feuilletage in 2010 and Dutch toast and pastry brand Jos Poell in 2015. In 2016, we opened our own outlet store in France – Bon Vivant – where visitors can experience our passion for good food for themselves. The year 2018 marked the start of our collaboration with German waffle manufacturer Crisbiss. We celebrated our 175th anniversary with great pride in 2024!

Moving forward together

With this rich heritage as our foundation, De Kroes continues to move forward – always with flavour, quality and a strong commitment to people, partnerships and the future!