Action retailer's Smikkelhuys brand performs well in taste tests

Smikkelhuys is the private-label confectionery brand used by the retailer Action for a wide range of products, including chocolate letters, gummy candies, marshmallows, and seasonal items for holidays like Christmas and Halloween. The name is derived from the Dutch word ‘smikkelen’, which refers to snacking with enjoyment.

Action, founded in 1993 by Gerard Deen and Rob Wagemaker, has seen significant growth. The British investment firm 3i has held approximately 80 percent of the company's shares since 2011. In 2025, Action reported a net turnover of 16 billion euros, representing a 16 percent increase from the previous year, and employs over 84,000 people.

In a blind taste test conducted by the Hogeschool Windesheim student magazine, Smikkelhuys performed well despite its low price point. When testing various brands of kruidnoten, the Smikkelhuys brand was ranked as the best in taste, with testers noting a ‘almost homemade’ flavor, although some mentioned a slightly stale note.