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Hagelswag is the world's finest chocolate on bread, bottled in Amsterdam. A Dutch tradition, ready to be shared with the world.
Hagelswag is the world's finest chocolate on bread, bottled in Amsterdam. A Dutch tradition, ready to be shared with the world.
Hagelswag is the world's finest chocolate on bread, bottled in Amsterdam. A Dutch tradition, ready to be shared with the world.
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685 backers pledged €33,368 to help bring this project to life.

About this project

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Hagelswag: Chocolate on bread.

€33,368

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We believe that the Dutch have the most delicious tradition in the world: chocolate on bread. And now we want share this tradition and bring those damn fine chocolate chunks from Amsterdam to New York and then to the rest of the world.

 

Gerbrand Slag was probably the most innovative chocolatier in Amsterdam in the 17th century. Due to the Spanish occupation, Amsterdam was the most important harbor for cacao trade worldwide. In those days cacao was a luxury product, mostly consumed as a hot beverage. But Gerbrand Slag was no ordinary chocolate maker, he was the most talented and most ambitious chocolatier – in retrospect, he was a visionary. Gerbrand did what no one had done before, he made a chocolate product for everyday use: hagelslag – chocolate sprinkles on bread.

But with his invention came the scorn of his fellow chocolate makers. They weren’t looking for innovation and a product for every simple man. Criticizing the stubbornness of the Dutch he packed his bags, made a large batch of hagelslag and set sail to New Amsterdam, which later became known as the city of New York. But his bad luck didn’t stay behind; with the shore of the Promised Land in sight his ship – The Prince Maurits - sank. Gerbrand survived but the hagelslag did not. And that’s why the world knows our beers and our cheeses but not our beloved chocolate sprinkles on bread.

The story of Gerbrand Slag inspired us and sent us on a mission:

We want to finish what Gerbrand started: bring those damn fine chocolate chunks from Amsterdam to New York and then to the rest of the world.

 

Sometimes a story just opens your eyes. Gerbrand's story opened ours. Like most Dutch people, we love our hagelslag: our chocolate sprinkles on bread. Knowing that due to a shipwreck the world has never been properly introduced to our hagelslag made us want to rewrite history. That’s why we created Hagelswag.

It also gave us the opportunity to redefine hagelslag. Nowadays it contains mostly sugars. We wanted to create a chocolate bread topping with the best natural ingredients. That’s why we quit our jobs, teamed up with the best partners and are finishing what a brilliant chocolate maker started more than three centuries ago: introduce the world to the best chocolate bread topping possible!

Spread the love. Sprinkle on bread!
    
To finish what Gerbrand Slag started we have to travel 3170 nautical miles from Amsterdam to New York City. Every bottle of our first batch of 1585 bottles represents 2 nautical miles. So buying a bottle of Hagelswag literally means getting us closer to fulfilling our mission! Every bottle of the first batch will have the nautical miles handwritten on them! So hurry up and get yourself a collectors item!

 


Every year, the Dutch eat over 750.000 slices of bread with chocolate on top. We believe it’s a tradition worth spreading. Our biggest challenge was to create Hagelswag in the spirit of Gerbrand Slag, meaning: hand crafted premium chocolate chunks, made with the finest Fairtrade ingredients.

Hagelswag - Chocolate tailor made for bread
Hagelswag - Chocolate tailor made for bread

In the 17th century Gerbrand invented his first chocolate sprinkles by cutting rough blocks of top notch chocolate into small chunks. That's why we gave Hagelswag this rough and though traditional treatment. Hagelswag chunks contain 55% cacao and taste damn good on a slice of bread with a thick layer of butter. Every bottle contains an estimated 258 grams of premium chocolate, enough to cover fifteen slices of bread - depending on your craving for chocolate of course... Don't worry if you run low on Hagelswag, we have a 500 gram refill pack available to refill your bottle twice! 

Gerbrand Slag only worked with the best ingredients. In his spirit we created Hagelswag with the finest cacao beans, natural bourbon vanilla and 100% pure cacao butter.

Hagelswag - Refill package
Hagelswag - Refill package

 

Hagelswag - Premium chocolate on bread
Hagelswag - Premium chocolate on bread

The well-balanced chunks are made of premium Fairtrade chocolate. When we say we create the best available chocolate experience on bread, we mean the best experience for everybody. So buying a bottle of Hagelswag helps small-scale farmers in developing countries with a better income.

Hagelswag - Premium Fairtrade chocolate
Hagelswag - Premium Fairtrade chocolate

 

In 1656 Gerbrand packed his bags and made a big batch of Hagelslag, before setting sail to New Amsterdam (New York). In those days it wasn't unusual for spices and herbs to be shipped in big empty wines and coffee bottles. The shape of the iconic bottle is inspired by the way the very first hagelslag was shipped. Our Dutch Design bottle has its own characteristic squircle shape (square nor circle) and is finished with a perforated cork. We use a canvas cord to give the bottle its 17th century finish.

 

After more than a year of trying, failing, learning and trying again, we have a beautiful batch of prototypes. Now we are ready for the next step: upscaling and optimizing our production, so the whole world can enjoy Hagelswag.

We're Dutch so we'll spend every dollar wisely! That's why we made a financial breakdown so you can see what investments we'll do with the funds we gather:

 

 

 

Risks and challenges

We teamed up with the best partners to create a new product according to an old tradition. But as always with the creation of a new product there are risks and challenges.

We tested the whole production method with a batch of 20 kilograms. If we succeed in raising the funds we’ll have to scale to at least 450 kilograms. In theory this should be no problem at all, but if things don’t go as planned, it could take a longer time to process the chocolate.

But our biggest challenge is not the production of Hagelswag, it’s the fulfillment and shipping. Shipping is expensive. Shipping chocolate in a climate-controlled vehicle all over the world is even more expensive. And not just expensive, it’s also complicated. That’s why we got shipping experts and chocolatiers together beforehand and looked for the best way to get your Hagelswag in the same perfect conditions to your breakfast table as we handmade it in Amsterdam.

Getting Hagelswag to the rest of the world is a journey and will always be a journey. Like we learned from the story of Gerbrand Slag: even the best people can get in trouble. So we can’t promise it’ll be a journey without bumps in the road, but we’ll always keep you updated and informed and we’ll do anything to get you enjoying your Hagelswag like we do in Holland!

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  1. Select this reward

    Pledge €1 or more About $1.14

    Treasure map

    For all the lovers, supporters and treasure seekers. A digital copy of the original map Gerbrand used to sail to New Amsterdam/New York. It's the Ortelius world map from 1570 and part of the first world atlas ever.

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    Pledge €15 or more About $17

    Treasury

    For the earliest of birds! Lucky you! You just found this rare treasure: A bottle of Gerbrands Hagelswag for just €15,-

    Hurry up before other treasure seekers run off with them!

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    Reward no longer available 50 backers
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    Pledge €20 or more About $23

    Going Dutch!

    For the early birds, let’s go Dutch! We’ll tap in so you can get a bottle for €20,- in honor of Gerbrand Slag and his legacy.

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    Pledge €25 or more About $28

    Message in a bottle

    The iconic bottle finished with a hidden message.

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    Pledge €25 or more About $28

    Epic Father's Day! - The Hagelswag father’s day voucher for your Ol' Man. This voucher is tailor made with your dad's name.

    This is how it works:
    1. Pledge this reward
    2. Send us a message with you and your father's name.
    3. We create a personal voucher.

    Happy father's day!

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    Pledge €30 or more About $34

    Gerbrands mug - pack

    Get a bottle of Hagelswag and a custom made mug. Sprinkle those chocolate chunks in some hot milk and enjoy!

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  7. Select this reward

    Pledge €30 or more About $34

    Pioneers pledge (worldwide shipping)

    Be part of the first Hagelswag community: pioneers of premium chocolate on bread.

    If you want multiple bottles, just contact us and we'll tell you how to upgrade your pledge and receive more bottles!

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  8. Select this reward

    Pledge €40 or more About $46

    Double Dutch

    Spread the love, sprinkle together! Two bottles of premium chocolate bread topping! One for you and one for someone you love!

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  9. Select this reward

    Pledge €40 or more About $46

    Just chill, refill - pack (worldwide shipping)

    Just chill, refill. With three times more chocolate! A bottle and a refill package (with 500gr of our finest chocolate chunks).

    If you want multiple refill packages, just contact us and we'll tell you how to upgrade your pledge and receive more refill packages!

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    Pledge €45 or more About $51

    Gerbrand's T-shirt m'lord- pack

    So t-shirts weren't really fashion in the 17th century, but if they were, Gerbrand himself would have worn this awesome crew t-shirt!

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    Pledge €45 or more About $51

    Gerbrand's T-shirt m'lady - pack

    For all ladies who love chocolate: wear Gerbrand, the legendary chocolate maker.

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    Pledge €65 or more About $74

    Gerbrand's sweater - pack

    In Holland it's always sweater weather. Get a bottle of Hagelswag and a unique hot sweater to keep it cool!

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    Pledge €120 or more About $137

    Dutch Bargain

    For the early birds and hard bargainers: a sixpack of Hagelswag for only €120,-

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    Pledge €240 or more About $273

    UPDATE REWARD!

    Gerbrand's Dozen - 12 pack

    Enough chocolate for a chocfest with your colleagues, teammates or friends!

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    Pledge €480 or more About $547

    UPDATE REWARD!

    Gerbrand's crate - 24 pack

    Enough chocolate for a chocfest with your colleagues, teammates or friends!

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    Pledge €800 or more About $911

    Gerbrand Inspiration Pack

    Leave the Nutella at the kids table and step your game up with the finest chocolate in town. This 40-pack comes with a free Hagelswag Kickstarter inspiration session.

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    Pledge €999 or more About $1,138

    Full Throttle Bottle

    Gerbrands one of a kind treasure bottle. For rockstars or craving chocoholics. A magnum bottle filled with 10 liters of Hagelswag! Personally delivered at your house by us. It comes with a one of a kind handwritten message in a bottle.

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Funding period

- (17 days)