The launch aligns with a clear shift in the snack segment. Consumers are increasingly opting for bold, spicy flavors. Spicy is evolving from a niche to a staple within the snack aisle. At the same time, snacking is increasingly taking place at home: about one in five Dutch households now has an air fryer, and that percentage continues to grow (Volkskrant, January 2026).
Both brands are responding by bringing their expertise together. While Old Amsterdam stands for an award-winning cheese flavor, Kwekkeboom provides the crispy coating that guarantees maximum texture from the oven or air fryer. The addition of jalapeño peppers adds a spicy dimension that remains widely accessible.
Also read: More focus and calm at home often starts at the window
'This Jalapeño bitterball is a next step in our joint ambitions,' says Koen Brink, Brand Manager Old Amsterdam Netherlands. 'The product combines character, spice, and quality in a way that fits how consumers are currently enjoying their snack moments.' Arina Abbring, Marketing Manager Kwekkeboom, adds: 'The Jalapeño bitterball is a logical and bold extension of our Oven & Airfryer line, which has been responding to the need for convenience and premium quality for years.'
Also read: The right lighting for your office building
The Kwekkeboom Old Amsterdam Jalapeño bitterballs are suitable for preparation in both the oven and air fryer and will be available from week 11 at Albert Heijn, in the freezer section alongside the other Kwekkeboom Oven & Airfryer assortment.
Also read: Gin 1689 launches Dutch Orange Gin
