Royal Dansk

Royal Dansk (meaning "Royal Danish") is a Danish brand of butter cookies, manufactured by Kelsen.[1] It is known for its distinctive royal blue round tin container.[2] Since 2019, the brand is owned by Italian conglomerate Ferrero SpA, after it acquired the Kelsen Company for $300 million.[1]

Royal Dansk
TypeSubsidiary
IndustryFood
Founded1966 (1966)
FateMerged with Kjeldsen to form Kelsen; Royal Dansk became a brand
Headquarters
Helsingør
,
Denmark
ProductsButter cookies
Owner
Websiteroyal-dansk.com

Overview

The "Royal Dansk Company" was started in 1966 in Helsingør, Denmark.[2] In 1990 it merged with another biscuit company, Kjeldsen, whose butter cookies are particularly well known in Hong Kong and later in China.[2] The merger formed the company Kelsen.[2] Kelsen was acquired by Campbell in 2013,[3] and then sold to Italian manufacturer Ferrero in 2019 for $300 million.[4][5]

The blue tin box features an image of the Hjemstavnsgaard farmhouse on the island of Funen in Denmark.[2] The container has become a part of popular culture, with many people having kept the tin box and used it for storing other items, most commonly sewing supplies.[6][7][8][9][10][11]

References
  1. Ferrero Buys Danish Cookies From Campbell on iItaly, 12 Jul 2019
  2. "The Enduring Appeal of Royal Dansk Butter Cookies". Vice. 14 December 2017. Retrieved 22 January 2020.
  3. Zacks, Contributor Zacks Equity Research. "Campbell Closes Kelsen Group Acquisition - Analyst Blog". www.nasdaq.com. Retrieved 8 April 2020.
  4. "Campbell Soup shares rise after beating profit estimates on cost cuts". CNBC. 30 August 2019. Retrieved 8 April 2020.
  5. "Ferrero affiliate completes Kelsen acquisition". Food Business News. Retrieved 8 April 2020.
  6. Mejia, Paula (27 March 2018). "What's in Your Royal Dansk Cookie Tin?". Atlas Obscura. Retrieved 8 April 2020.
  7. Taylor, Sonia. "Reddit discovers the world's most popular repurposing hack". Nine.com.au. Retrieved 8 April 2020.
  8. Mejia, Paula (12 April 2018). "Sewing Kits, Umbilical Cords, and Mold: Here's What You Keep in Royal Dansk Tins". Atlas Obscura. Retrieved 8 April 2020.
  9. Madarang, Catalina Ricci S. (1 June 2018). "How Danish butter cookie containers became sewing kits". Interaksyon. Retrieved 8 April 2020.
  10. "'Fess Up, Grannies, You Ate The Butter Cookies". NPR. Retrieved 8 April 2020.
  11. Tait, Amelia (1 November 2017). "Seriously: Why Does Everyone's Mum Use That Same Cookie Tin for Sewing Stuff?". Vice.
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