Hagelslag in Atlanta — Real Dutch Chocolate Sprinkles
Lowlands House is opening soon with authentic Dutch hagelslag — the real chocolate sprinkles that belong on buttered bread, not just birthday cakes. From heritage brands like De Ruijter, imported from the Netherlands. Join the Founders List for launch access.
You can buy authentic Dutch hagelslag (chocolate sprinkles) in Atlanta through Lowlands House — an online European grocery based in Alpharetta offering local pickup, local delivery, and U.S. shipping.
What is hagelslag — and why the Dutch put it on bread
If you’ve never encountered hagelslag, the concept might sound unusual: chocolate sprinkles on bread, for breakfast. But in the Netherlands, this is one of the most common and beloved breakfast traditions — a staple that’s been part of Dutch food culture since the 1930s.
The key difference between Dutch hagelslag and American sprinkles is the ingredients. Real Dutch hagelslag is made from cocoa butter, cocoa mass, sugar, and milk — essentially, it’s chocolate in sprinkle form. American cake decorating sprinkles, by contrast, are made with wax, corn syrup, and artificial colors. The taste difference is unmistakable.
Dutch law even protects the word: a product can only be labeled “chocolade hagelslag” in the Netherlands if it contains at least 32% cocoa. This ensures that what you buy is real chocolate, not a sugar-and-wax imitation.
The ritual is simple. Take a slice of fresh bread — white, whole wheat, or a soft roll — spread it with good butter, and then generously cover it with hagelslag. Press gently so the sprinkles stick. The combination of warm bread, salted butter, and melting chocolate is genuinely delicious and surprisingly addictive.
Hagelslag varieties
Dutch hagelslag comes in far more varieties than you might expect. Here’s what to look for:
Melk (Milk Chocolate)
The most popular variety. Creamy, sweet, and the quintessential Dutch breakfast hagelslag. Perfect for newcomers to the tradition.
Puur (Dark Chocolate)
A richer, more intense flavor with higher cocoa content. Preferred by adults who like their chocolate with depth and a slight bitterness.
Extra Puur (Extra Dark)
The highest cocoa content hagelslag. Bold and unapologetically chocolatey — a favorite among Dutch chocolate purists.
Vruchten (Fruit)
Colorful, fruit-flavored sprinkles — a fun option popular with children and for special occasions like birthdays.
How to get hagelslag in Atlanta
Hagelslag is shelf-stable and will be available through all our planned fulfillment options.
Pickup in Alpharetta
Order online and pick up at our planned Alpharetta location.
North Atlanta Delivery
Local delivery is planned for select North Atlanta neighborhoods.
U.S. Shipping
Hagelslag ships easily anywhere in the continental U.S. — lightweight and shelf-stable.
Why hagelslag matters to Dutch expats
For Dutch families living in Atlanta and across the U.S., hagelslag is one of the first things they miss from home. It’s not just about the chocolate — it’s about the morning ritual, the simplicity, and the taste of childhood breakfasts.
Many Dutch expats also use hagelslag to introduce their American friends to Dutch food culture. It’s approachable, surprising, and impossible not to love once you try it properly (on good bread with real butter, as the Dutch insist).
At Lowlands House, we make it easy to keep the hagelslag tradition alive in Atlanta. Stock your pantry with the real thing — from De Ruijter and other heritage brands — without hunting through specialty import stores or paying excessive shipping fees.
More Dutch groceries in Atlanta
Frequently asked questions
What is hagelslag?
Hagelslag is a traditional Dutch breakfast topping — real chocolate sprinkles made from cocoa butter and cocoa mass, designed to be eaten on buttered bread or toast. Unlike American cake sprinkles, hagelslag is made with actual chocolate and comes in varieties like milk, dark, extra dark, white, and fruity.
How do you eat hagelslag?
The traditional Dutch way is to butter a slice of fresh bread or toast, then generously sprinkle hagelslag on top. It's a legitimate breakfast and lunch option in the Netherlands — not just for kids. The butter helps the sprinkles stick, and the combination of warm bread, salted butter, and real chocolate is surprisingly sophisticated.
Where can I buy hagelslag in Atlanta?
Lowlands House is preparing to launch with authentic Dutch hagelslag from De Ruijter and other heritage brands. We'll offer pickup in Alpharetta, local delivery across North Atlanta, and U.S. shipping. Join the Founders List for first access.
Is Dutch hagelslag the same as American sprinkles?
No — they're fundamentally different products. Dutch hagelslag is made with real cocoa butter and cocoa mass (actual chocolate), while American cake sprinkles are made with wax, corn syrup, and artificial flavors. Hagelslag melts slightly on warm bread, creating a real chocolate experience. Dutch law actually requires hagelslag to contain a minimum percentage of cocoa to be labeled as such.
What brands of hagelslag does Lowlands House carry?
We carry hagelslag from heritage Dutch brands like De Ruijter, known for producing chocolate sprinkles since the 1860s. Our selection includes milk chocolate, dark chocolate, and specialty varieties.
Can hagelslag be shipped?
Yes — hagelslag is shelf-stable and ships easily. It's one of our most popular items for nationwide delivery and makes a fun addition to gift boxes and care packages for Dutch expats.
Is hagelslag a healthy breakfast?
In the Netherlands, hagelslag is considered a perfectly normal breakfast food. Quality hagelslag from brands like De Ruijter contains real chocolate and fewer artificial ingredients than many American breakfast cereals. Like all chocolate, it's best enjoyed as part of a balanced diet.
Be first to order hagelslag when we launch
Join the Founders List for launch updates, first access to hagelslag and Dutch pantry staples, and exclusive Founders pricing.