From Antwerp to Breskens – our story
Antwerp, Belgium 1912: The start of the sweet adventure
Louis Janssens was the owner of “sugar bakery” In De Gouden Bol. Louis came up with a new candy at the time, which soon became a success. The delicacy was well received by the people of Antwerp and deserved a name. When a friendly chocolatier boasted about his new praline which he called Caesar during a casual drink, Louis shouted: “Then I will call my candy Napoleon”. Little is heard from Caesar. From Napoleon all the more! Over the years, ‘In De Gouden Bol’ by baker Janssens has become increasingly popular.
The bakery developed into a small factory and moved to the Blekerijstraat in Antwerp in 1933. There, the company steadily grew under the management of father and son Janssens.
In 1940, the video, which you can see on the left side, was made.
In 1965, the business had grown so much that larger premises were needed. These new premises were found in Hoboken near Antwerp.
In the 1970’s, the family Janssens had no successors; therefore in 1973 ‘Napoleon’ came under the management of the Stappaerts family. They were true entrepreneurs who ensured in Belgium a fast growth and development of the product with for instance many new flavors.
For the export to the Netherlands, they entered into a trade agreement with the Dutch company Pervasco.
Since the factory in the centre of Antwerp was at risk of becoming far too small due to the growth, Napoleon moved to a larger factory. The location became Schelle, less than 15 km to the south-west of Antwerp.
From 1996, a professionalization took place, since the sales for Belgium also came under the control of Pervasco.
In the same year, very successful launches were realized of for instance the Fruitmix.
In 2003, Napoleon moved again, this time to Breskens in Zeeland Flanders.
Artisanal knowledge in a modern product environment.
The production in Schelle was merged with the factory in Breskens. It had already been the premises for a Confectionary for 150 years. Once started and made big by the Melle family.
A more modern factory and new technology:
from two companies, the machines, the expertise and the products were merged and moulded into one innovative and prosperous company.
Pride and passion for the profession and the product come naturally to us.
Introduction of range: Fruitmix, Apple, Lemon, Orange, Salmiak, Raspberry
Introduction of Licorice
Introduction of Coffee mix and Cappuccino
Napoleon has been in existence for 100 years! http://www.mijn-napoleon.nl/_media/100jaar/napoleon-100-jaar.pdf
Introduction of Energy
Salty Licorice commercial https://youtu.be/S8sXsLgqItE
Choose the new flavor from Napoleon Brasil: https://youtu.be/0pyea60kwZY
Introduction of Tropical
commercial 2014 https://www.youtube.com/watch?v=iZepTpQZP-o
Energy commercial 2014: https://youtu.be/x7tX2oVs2hA
Napoleon Licorice and Salty Licorice commercial 2014 https://youtu.be/h-tz-OUF3O8
Introduction of Napoleon Mini
commercial 2015 https://www.youtube.com/watch?v=mpiWJdMINec
Lime green packaging
Introduction of Blackcurrent and Pineapple
Introduction: Le Brutal Mix
Introduction: Licorice/Fruit DUO’s
Orange packaging in honour of World Championship women’s football
Introduction of new range: SALTY LICORICE; LICORICE; LEMON; FRUITMIX; RASPBERRY; BLACKCURRENT; LICORICE/FRUIT DUO’S;
Enjoy our Napoleon candy ball! Which is your favorite?
We launched this year in Russia and France.
Introduction of the seasonal DUO’s. Last summer we had fresh and tasty spring/summer candies, in the Sunny Mix DUO package. They are now replaced by the autumn/winter Cozy Mix DUO’s. Warm DUO flavors for cold days: Pear/Caramel Seasalt, Apple/Cinnamon, Orange/Brown Spiced Biscuit
This year we will also introduce the Halloween package.