Venco Liquorice Brand Traces Over 140 Years of History
Venco, a prominent Dutch liquorice brand, was established in Amsterdam in 1878 and has since seen multiple ownership changes and relocations.
The Dutch liquorice brand Venco traces its origins back to 1878 when Gerrit van Voornveld began producing liquorice and peppermints in Amsterdam. Initially operating from a steam factory, the company expanded its operations, particularly during the flu epidemic of 1891 which increased demand for its cough-relieving products. By 1904, the factory had moved to Amsterdam's Jordaan district, and the company was renamed Venco, derived from its founder's name and "Co" (company).
Throughout the 20th century, Venco continued to grow. By the 1940s, its products were being sold not only in pharmacies but also in confectionary shops and grocery stores. Following World War II, the company relocated from the congested Jordaan district. After merging with Red Band, it moved first to Naarden and later to Roosendaal in the southern Netherlands.
In the 1970s, Venco engaged in youth-oriented marketing campaigns, featuring a comic book hero named Kasper Kwiek to promote its "Jeugdrol" liquorice. The late 20th century saw significant consolidation in the confectionery industry. Venco and Red Band became part of CSM in 1986, later acquired by RBV Leaf. In 2012, Venco was merged into the Cloetta group, where it remains a key brand in the Dutch market.