Van Eigen Deeg

About Van Eigen Deeg

Van Eigen Deeg is a Nijmegen-based cookie brand that makes sustainable, organic cookies for consumers and business customers. The company positions itself around the idea that indulgence and responsibility can go hand in hand: its cookies are baked with biological ingredients, circular raw materials, and as little environmental impact as possible.

The brand serves a wide range of channels, including webshop customers, retail, horeca, corporate gifting, events, and seasonal packages such as Christmas gifts. Its products are designed to be both a treat and a message, with options for personalized cards, custom designs, and packaging that fits gifting and business use.

Van Eigen Deeg emphasizes craftsmanship, recognizable ingredients, and a playful but purposeful brand identity. It presents itself as a cookie specialist that wants to help change the cookie aisle by making sustainable cookies feel normal, accessible, and genuinely enjoyable.

Core Values

• Sustainability: The company aims to minimize environmental impact through circular ingredients, plastic-free packaging, and a focus on reducing waste.
• Circularity: Van Eigen Deeg gives food side streams a second life, using rescued ingredients such as bread and citrus by-products in its recipes.
• Organic quality: The cookies are made with organic ingredients and positioned as a high-quality, natural product.
• Plant-based baking: The assortment is fully plant-based, reflecting a commitment to accessible and lower-impact food choices.
• Taste first: Despite the sustainability story, the brand repeatedly stresses that flavor, texture, and enjoyment remain central.
• Transparency and recognizability: Recipes follow a “kitchen cupboard” principle with familiar ingredients and no preservatives.

Unique Aspects

• Circular cookie concept: The brand is built around rescued raw materials, including bread that would otherwise be wasted and citrus oils recovered from fruit peels after juicing.
• Plastic-free packaging: Van Eigen Deeg says it was the first cookie brand to launch a fully sustainable, environmentally friendly retail package made with PaperWise and cellulose.
• Dual founder story: The company combines Marijntje van Benthum’s bakery background with Ellen van den Hoven’s retail and online marketing experience, giving it both product and commercial expertise.
• Own recipe development: Recipes are developed in its own test bakery in Nijmegen before being produced in a larger organic bakery in the south of the Netherlands.
• Broad channel reach: The brand sells through webshop, retail, horeca, corporate gifting, events, and subscriptions, showing a wider commercial footprint than a single-channel cookie maker.
• Named retail presence: The website states that its cookies are available through well-known Dutch retailers and channels such as de Bijenkorf, Ekoplaza, Crisp, Odin, Landwinkel, Pieter Pot, Landmarkt, and Ecomundo.