Did you know fibre intake is still too low for most people? Vondelmolen is determined to change the game, one bite at a time. With its new high-fibre gingerbread bar, the company takes a bold step towards healthier eating.
A breakfast classic, upgraded
Traditionally enjoyed at breakfast, gingerbread is now stepping into the spotlight as a modern snack. With this new variant, the family business aligns with today’s consumer expectations: a softer texture, convenient on-the-go formats, sustainable packaging and, of course, rich in fibre. Simply put: gingerbread reimagined as a functional snack.
“Gingerbread has always been a nutritious product, but it was often associated with specific moments of consumption and a limited audience. With this new format, we’re making it relevant again for a new generation seeking healthier options on the go. Innovation is key if we want to keep baking gingerbread for another 100 years,” says CEO Rafaël De Gendt.
More fibre
After years of protein hype, fibre is taking centre stage again as an essential part of a balanced diet, driven by growing attention to health, diabetes prevention and the rise of GLP-1 treatments. Say hello to gingerbread with an extra fibre boost.
The traditional recipe already ticks many nutritional boxes: rye flour, a short ingredient list and low fat levels. Now, Vondelmolen is taking it a step further by enriching it with additional fibre. The result? Three tasty varieties to match every preference: plain (with 45% less sugar), apple & raisins and cranberry.
And there's more to come
Vondelmolen isn’t slowing down. After expanding internationally, including a product range for Japan — the company is now accelerating in the healthy snacking space. It’s a powerful statement: culinary heritage meets innovation. And it works.
By giving a classic Flemish product a fresh twist for younger consumers, Vondelmolen is unlocking new growth opportunities. And the ambition doesn’t stop there. Over the next five years, the company will invest no less than €10 million to accelerate innovation, explore new markets and drive sustainable growth at home and abroad.
These investments send a strong signal, not only of confidence in Vondelmolen’s future, but also in the strength of the Belgian food sector and Flanders as a hub for production and innovation. “Vondelmolen perfectly illustrates where we want the Flemish food industry to go: a company with over 150 years of history that combines innovation, strong regional roots and international ambition,” says Minister-President Matthias Diependaele.
