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SanoRice was founded 30 years ago in Veenendaal, and has grown to become the largest private label producer of rice, corn and multi-grain cakes in the world.

In 1987 the food production company Reforma started a small-scale factory line for rice cakes, which where mostly in health food stores. In 1993 Swiss multinational Novartis bought Reforma.

A few years later in 1998 Novartis sold Reforma to Corpeq, the investment vehicle of the Vreeman family. After this takeover a new production facility was built in Veenendaal and the name Reforma was changed to SanoRice. Many of Reforma’s employees are still working at SanoRice and much of their expertise was preserved.

Product range
In 2000 SanoRice started a strategic alliance with Quaker Oats for the production of Snack-a-Jacks. From 2003 onwards we have been expanding our product range by using new types of ingredients, such as corn, spelt, buckwheat, oat and quinoa. We also added several chocolate products and flavour varieties. At the same time SanoRice has shifted its focus to organic products.

In 2006 SanoRice decided to build a second production facility, in Borgo Vercelli, Italy, where we source part of our rice and corn.

Thanks to this new location SanoRice now has a physical presence in the heart of the European rice area, which makes us even more equipped to control the entire supply chain. This facility also allows us to better serve the South-European market. The Italian SanoRice branch currently has over 90 employees.

In 2008 SanoRice took over Ebro Puleva’s rice cake factory in Belgium. This Belgian factory has a rich history. They were the first in Europe to produce chocolate covered cakes and rice cakes for babies, and they are known for their square cakes. This acquisition made SanoRice the world’s largest producer of rice, corn and multi-grain cakes. At this moment we are working on the expansion of the production facility in Belgium, which doubles the production location. This was completed in May 2019. Our Belgium facility currently has 190 employees.

Expansion in the Netherlands
In 2015 we more than doubled the size of our production facility in Veenendaal. At the moment we are investing in the expansion of our production capacity. In 2018, a new warehouse has been added with a surface area of 2750 m2. Our Dutch branch currently has 190 employees.

From left to right: SanoRice Belgium N.V., SanoRice Netherlands B.V., SanoRice Italia SrL.

Each and every day our 450 employees take care of producing the world’s tastiest cakes.