140 years of Verkade: tradition and renewal

What began in 1886 with bread and crispbread in Zaandam grew into an iconic biscuit and chocolate brand. Generations of Dutch consumers associate the brand with everyday moments. Notably, production has remained consistent: the biscuits are still baked in Zaandam today.

140 years in Dutch households

Since its founding in 1886, Koninklijke Verkade N.V. has become a staple in Dutch households. Products such as Nizza, Maria, and San Francisco have filled kitchen cupboards and cookie tins for decades. Its chocolate is equally well established in the market. Each year, around December 5, millions of chocolate letters are given as gifts.

Verkade set itself apart early on through its focus on people. Around 1900, the company provided employment opportunities for women at a time when this was far from common. The “Meisjes van Verkade” became a household name. In 1961, the company opened a daycare center for the children of female employees, a progressive move for that era.

Heritage and renewal side by side

Advertising and design have played an important role in building the brand. Starting in the 1920s, artist Cees Dekker shaped the recognizable Verkade look for decades. With the well-known Verkade albums—millions of copies have circulated since 1903—the brand developed one of the Netherlands’ most recognized loyalty programs.

That heritage continues to inform the present. In 2025, the chocolate portfolio received a completely redesigned packaging concept. The biscuit range will follow next year. The “Geboren in Zaandam” icon highlights the brand’s origins. In its communications, Verkade also applies a social-first approach and open storytelling, giving the people behind Verkade a visible platform.

Throughout the anniversary year, Verkade is organizing a range of activities. These include festive in-store moments, promotional campaigns, and collaborations, along with a special musical surprise. In doing so, the brand is celebrating 140 years together with the Netherlands.

Verkade.nl