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Bolletje Enhances Festive Cookie Packaging With VELCRO® Brand PRESS-LOK® Closure

Marks First Brand in the Netherlands, Europe to Integrate PRESS-LOK® Closure into Packaging

Barcelona, Spain – January 7, 2014 – Velcro Companies, with its commitment to creating smart products, services and technologies wherever things can be connected, announced a new partnership with the renowned, Dutch baked-goods brand, Bolletje, to enhance packaging for the seasonal Kruidnoten cookie. Available for the caramel and chocolate truffle Kruidnoten, the PRESS-LOK® closure packaging provides consumers with innovative closure assurance, ideal for storage at home or on the go.

This partnership marks the first time VELCRO® Brand’s PRESS-LOK® has been incorporated into consumer goods products market in the Netherlands, Europe. The closure is already gaining traction in North American markets through partnerships with grocery and home and garden product manufacturers. The PRESS-LOK® closure addresses any chance of package misalignment by containing a series of interlocking micro features that connect at multiple levels, even after repeated use.

“Velcro Companies’ focus on smart solutions and innovation aligns closely with Bolletje’s heritage and values,” said Lenny Swart, SBU Manager Packaging & Materials Handling EMEA, Velcro Companies. “We are pleased to partner with Bolletje to provide its consumers with a package that reflects a commitment to product excellence, quality and design.”

Bolletje is continually seeking inventive ways for consumers to improve their experience with Bolletje foods, ranging from traditional rusk breads to cookies. For example, the company offers boxes to store its gingerbread and updated its rusk bread to include a finger hole that enables consumers to more easily remove the product from the packaging.

“Bolletje has a strong heritage of providing quality products to our customers and we are always looking for new ways to enrich our customers’ experience with our breads, cookies and crackers,” said Jeroen Penninks, Purchaser, Bolletje. “With the new PRESS-LOK® closure on our Kruidnoten cookies, consumers will appreciate the easier open and close process.”

The VELCRO® Brand PRESS-LOK® closure system is a proprietary hook-to-hook technology. The closure is a unique solution in the industry because it offers easy alignment that allows consumers to fasten without precise line-up, securing the package with great burst strength. For more information about PRESS-LOK® please visit:

About Velcro Companies:

Velcro Companies is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant and surprising ways for businesses and consumers around the world. We have a heritage of innovation spanning more than 50 years and own over 400 active patents and numerous trademarks, including the VELCRO® trademark, which is registered throughout the world. We develop and deliver solutions for customers through an integrated production and service system that includes manufacturing locations in the United States, Canada, Mexico, Spain and China and sales offices around the world. To buy genuine VELCRO® brand products and to find out more about our company, visit

Note to editors:

At Velcro Companies, we are proud that VELCRO® brand products have become a part of everyday life, but that ubiquity sometimes produces confusion. The VELCRO® trademark should be used only when referring to genuine VELCRO® brand fasteners.  Non-VELCRO® brand products should be identified by their functional terms, such as “hook and loop,” “self-adhesive straps,” and so forth.  The VELCRO® mark should always be used as an adjective and never as a noun or a verb.  The term “Velcro Companies” should be used when referring to our company and its executives.

The proper use of the VELCRO® trademark assists us in safeguarding the integrity of the VELCRO® brand, and helps to protect consumers from products incorrectly sold as VELCRO® brand products.  For further information on the proper use of the VELCRO® trademark, please see the guidelines on our website.

About Bolletje:

Bolletje is a Dutch baker with more than 144 years of real bakery tradition. Nowadays, Bolletje is a contemporary baker who has kept up with new developments over time. Bolletje is making tasteful products for everyday use. Tasteful, but common. That’s what makes the moment cozy. With the Bolletje products you know that they are produced with care. Real quality, no factory taste. Products of good, honest ingredients.

For further information, please contact: 

Lenny Swart
Velcro Companies

Jeroen Penninks
+31-546 878000

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