Wholesale Dutch Licorice

Dutch licorice — drop in Dutch — is a category that serious candy buyers know well and casual buyers often discover once. The flavor runs from mildly sweet to aggressively salty, with the salmiak (ammonium chloride) end of the spectrum being an acquired taste that has a fiercely loyal following. We carry 27 SKUs from three brands — Gustaf, Gerrit, and Woogie — all imported from Holland, in cases running 1.5 to 2.65 lb.

Gustaf: the anchor brand

Gustaf is the deepest line in this set and the name most North American buyers associate with Dutch licorice imports. Their Licorice Allsorts is the classic mixed-format bag — soft licorice in multiple shapes and textures, some with fondant layers, some plain black — and it’s one of the most recognizable European candy products in the North American import market. Gustaf also carries their Licorice Allsorts in a 6.3 oz smaller format, which works for single-serve display and gift shop impulse.

Beyond allsorts, Gustaf’s range covers the full salty spectrum with a built-in level system: Sweet Licorice Buttons (entry level), Soft Licorice Drops, Firm Black Licorice Cats, Black Licorice Rockies with White Center (mid-level), Salmiak Rocks Caramel Licorice Rolls (Level 2), Salty Herring Level 4, Salt-Dusted Licorice Starfish Level 5, and Double Salt Licorice Buttons Level 5. This progression is genuinely useful for retail display — you can merchandise by intensity level, which helps shoppers self-select and makes the section feel curated rather than random.

Gustaf Hot Pepper Black Licorice Fire Trucks with a liquid center add a heat dimension that’s unusual in the licorice category. These sell well in novelty candy shops and to buyers who want something that generates a reaction. The Beehive Honey Licorice is the opposite end — sweet, mellow, honey-forward — useful for customers who want the format but not the salt. And the Sugar-Free Licorice Bears give you a no-sugar option within the Dutch licorice range.

Gerrit Broadway: the rolled candy format

Gerrit’s Broadway line is a different format than most licorice products — rolled candy logs, similar to a thin licorice rope coiled into a disc. The Broadway on Wheels Licorice and the Broadway Strawberry Licorice Rolls (Dutch Twists) are both from this line. The rolled format is distinctive on shelf and familiar to buyers who’ve seen the Dutch convenience store format. The strawberry version is a fruit-flavored licorice rope that appeals to customers who aren’t committed salty-licorice buyers.

Woogie Dutch Black Licorice and Fruit Rockies

Woogie’s Dutch Black Licorice and Fruit Rockies bag is a mixed-format item — small licorice pieces alongside fruit-flavored rockies (compressed sugar pieces). The combination in one bag gives the buyer something that bridges the licorice and non-licorice customer in a single SKU, which is useful for accounts where not everyone in the household is a licorice fan.

Sugar-free and format variety

The category includes sugar-free items (Gustaf Sugar-Free Licorice Bears) and covers both bulk and bagged formats. Bulk items work for candy bars; the pre-bagged Gustaf formats are shelf-ready. The 1.5 to 2.65 lb case range keeps freight predictable without overcommitting on specialty items.

Who orders Dutch licorice wholesale

• European and Dutch specialty food importers — The Gustaf line is specifically what their customers come for.
• Candy retailers with novelty or international sections — The salty level system and the fire truck liquid-center pieces generate discovery purchases.
• Gift shops and import grocers — Licorice Allsorts in the bagged format is a perennial gift-shop staple.
• Online candy retailers — Dutch licorice has strong organic search demand from European diaspora communities and licorice enthusiasts across North America.

The Gustaf level system as a retail tool

Gustaf’s salty intensity level system is one of the most useful merchandising frameworks in the European licorice category. Rather than leaving customers to guess which product will have the salt intensity they want, the level system lets you label each bin or shelf position clearly. ‘Start here’ signs at the sweet end and ‘for serious salmiak fans’ at Level 5 create an interactive retail experience that generates conversation and encourages multi-SKU purchases. Customers who enjoy Level 2 often come back to try Level 3 on their next visit, which is a natural repeat-purchase driver.

For accounts that want to introduce Dutch licorice to customers who have not tried it before, Sweet Buttons and Beehive Honey Licorice are the right entry points. These have enough licorice character to feel authentically Dutch without the salmiak intensity that surprises unprepared buyers. The Hot Pepper Fire Trucks are the opposite end of the spectrum, a heat-plus-salt combination that generates strong reactions and creates memorable in-store moments that drive word-of-mouth.

Dutch licorice for online and specialty channels

Gustaf is one of the best-performing European candy brands in North American online retail because the level system gives online product pages a built-in storytelling framework. Listing products from Level 1 to Level 5 with descriptions creates a content structure that performs well in search and gives online shoppers a reason to browse multiple pages. For specialty import retailers building category content, the Dutch licorice section is one of the most content-rich candy categories available, and it rewards detailed merchandising more than most.

Buying Dutch licorice for the first time

First-time buyers of Dutch licorice for resale often ask which item to start with. The Gustaf Licorice Allsorts is the safe starting point: it has the broadest appeal, the most name recognition in the North American import candy market, and a consistent track record of moving at specialty food stores and gift shops. Once you see how the allsorts perform, the Beehive Honey and Sweet Buttons give you the mild end of the spectrum, and from there you can work up to the mid-intensity items as your customer base develops. The one-case MOQ means you are not committing significant capital to a new category, which makes Dutch licorice one of the lower-risk European import additions for retailers new to the category.

Ordering

One-case MOQ. Cases ship 1.5 to 2.65 lb. Net terms available for approved accounts. We serve US and Canadian B2B buyers. Browse the complete Holland candy catalog for Dutch gummies alongside this licorice range. For a cross-origin comparison — Italian, Swedish, Danish, Finnish licorice all in one view — see the wholesale licorice category. Start with a single case through bulk candy by the case.

Frequently Asked Questions

What brands are in the Dutch licorice wholesale range?

Gustaf, Gerrit, and Woogie — all imported from Holland. Gustaf has the widest range including the Licorice Allsorts and the salty level system. Gerrit makes the Broadway rolled candy format. Woogie carries a mixed licorice-and-fruit rockies bag.

How salty is Dutch licorice?

It ranges widely. Gustaf’s level system goes from Sweet Buttons (mild) up to Level 5 Double Salt and Starfish (very salty salmiak). The Licorice Allsorts and Broadway rolls are accessible. The Level 4-5 items are for confirmed salty-licorice buyers.

What's the minimum order quantity?

One case. Cases run 1.5 to 2.65 lb. You can order a single case of Gustaf Licorice Allsorts to test the category before expanding your Dutch licorice selection.

Do you ship to Canadian buyers?

Yes. We ship to B2B buyers across the US and Canada including specialty food importers and European candy retailers. Contact us for Canadian shipping specifics.

Is there a sugar-free Dutch licorice option?

Yes, Gustaf Sugar-Free Licorice Bears are in the range. This gives you a no-sugar Dutch licorice option for health-conscious shoppers who still want the authentic Dutch licorice flavor.

Are net terms available?

Yes, for approved wholesale accounts. Apply online to start the review. First orders are typically prepaid while your credit is being established.