News article, 06/01/2016


Van de Leur joins Royal Smilde

Bolsward/Edam, 6th January 2016

   “Van de Leur joins Royal Smilde”

Van de Leur Banketspecialiteiten BV, located in Bolsward NL, becomes part of Royal Smilde, from the 1st of January 2016. Subsidiary Smilde Bakery BV, located in Edam, has acquired all shares of the industrial bakery Van de Leur. The two companies have merged and aspire a leading role in the Dutch market for industrial bakery products and ready to fill pastry products. The employees of Van de Leur and Smilde Bakery have been informed yesterday. Van de Leur has over 75 employees, Smilde Bakery 240 employees.

Robert van de Leur, Managing Director: “The acquisition fits very well with our objectives to achieve sustainable growth. Our product categories are fully complementary. We will be able to offer our customers a comprehensive range of ready to fill pastry products and finished products, in either yeast dough and puff pastry.”
Ronald Prince, CEO of Royal Smilde about the new development: “We are quite happy about the acquisition. Van de Leur activities fit perfectly with our strategy to create a unique, customer-oriented bakery company, with an international scope and a strong focus on innovation. The production site in Bolsward is particularly well-suited for baking all types of pie crusts, with or without filling, and for upscaling new concepts.”

Alex Kruiter, Managing Director of Smilde Bakery, will lead the management, supported by Technical Director Arend Smilde, who will assume the role for daily management in Bolsward.
The acquisition is expected to positively affect employment in Bolsward. There might be some overlap in functions, however these are expected to be compensated overtime by growth in the number of production-related employees.

As per January 1st, 2016, Robert van de Leur, stepped down as Managing Director, having served the company for over 27 years. During the required time he will be present in Bolsward to ensure a smooth transfer.

 Note for the press:


Smilde Bakery
Among other products, Smilde Bakery produces the brand names Pruvé and Homemade, an innovative assortment of ready to fill pastry products, bake-off snacks, meringue, seasonal confectionaries and baking mixes for consumers and professional markets in Europe and the rest of the world. .

Ever evolving consumer needs and international food trends are the main sources for inspiration of assortment innovation. Smilde Bakery owns production sites in Edam and Roden and has sales offices in the Netherlands, Belgium and Germany. The company provides jobs to over 240 employees.

Smilde Bakery is part of Royal Smilde, an international operating food company with the headquarters in Heerenveen. The company was founded in 1863.


Van de Leur Banketspecialiteiten

Van de Leur was established by Henk van de Leur in 1964 in Sliedrecht. At first, the company operated as an artisan pastry bakery with an own shop and from 1973 onwards as an industrial bakery. Since 1973 Van de Leur focuses on the production and sale of confectionary products for professional customers such as bakeries, retail and hospitality. The assortment consists of pies, pie crusts, quiches, traybake cakes and petit fours.

His son, Robert van de Leur, who served as the Managing Director until December 31st, 2015, and the sole shareholder, joined the company in 1988. In 1995, the Van de Leur company relocated from Sliedrecht to Friesland, where it was able to further expand, particularly in foreign markets.
The company is known for high quality, striking trade-show presentations and a unique team spirit.


For more information:
Van de Leur: Robert van de Leur, telephone 0515-575717
Smilde Bakery: Alex Kruiter, telephone 0299-372856