History

From Antwerp to Breskens – our story

Antwerp 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.

1933

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.

1940

In 1940, the video, which you can see on the left side, was made.

1965

In 1965, the business had grown so much that larger premises were needed. These new premises were found in Hoboken near Antwerp.

1973

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 flavours.

For the export to the Netherlands, they entered into a trade agreement with the Dutch company Pervasco.

1988

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.

1996

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.

2003

In 2003, Napoleon moved again, this time to Breskens in Zeeland Flanders.

Breskens

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.

2004

Introduction of range: Fruitmix, Apple, Lemon, Orange, Salmiak, Raspberry

2006

2007

Introduction of Licorice

2008

Introduction of Coffee mix and Cappuccino

2012

Napoleon has been in existence for 100 years! http://www.mijn-napoleon.nl/_media/100jaar/napoleon-100-jaar.pdf

Introduction of Energy

Salmiak commercial https://youtu.be/S8sXsLgqItE

Lempur: https://youtu.be/2mrAI1yqIo4

2014

Choose the new flavour 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 Salmiak [IK1] commercial 2014 https://youtu.be/h-tz-OUF3O8

2015

Introduction of Napoleon mini

commercial 2015 https://www.youtube.com/watch?v=mpiWJdMINec

Lime green packaging

2017

Introduction of Blackcurrent and Pineapple

2018

Introduction: Le Brutal Mix

Introduction: Licorice Fruit DUO’s (sweet and sour)

2019

Orange packaging in honour of World Championship women’s football

Introduction of new range: SALMIAK; LICORICE; LEMON; FRUITMIX; RASPBERRY; BLACKCURRENT; LICORICE FRUIT DUO’S SWEET; LICORICE FRUIT DUO’S SOUR

Enjoy our Napoleon candy ball! Which is your favorite?

We launched this year in Russia and France.

2021

Introduction of the seasonal tastes. We have fresh and tasty spring summer candies, you find them in the Sunny Mix DUO package!

This year we will also introduce the Halloween package.