More and more celebrity chefs are becoming less complex and proud to associate their name with canned food. This is the case of Joris Bijdendijk, this renowned Dutch Michelin-starred chef, who works at his restaurant RIJKS in Amsterdam. Bijdendijk loves to promote the cuisine of the Netherlands and has been a pioneer in the Low Food movement using products from his native Holland.
Two years ago, in the midst of the pandemic, Bijdendijk created SNERT, a new brand of canned food with the aim of extolling the best of Dutch food. This innovative chef has succeeded in creating a brand that offers high quality recipes appreciated by consumers, but with strong environmental credentials.
The name was inspired by the traditional winter warmer ‘Snert’, a classic Dutch pea soup enjoyed on cold, rainy nights. Bijdendijk also wanted to highlight the sustainability of metal packaging, an infinitely recyclable material, to a new audience of food lovers. In addition, the can also has a charitable purpose: for every purchase, a can is donated to the Amsterdam Food Bank.
Its eye-catching pink label and rainbow text have also spawned a whole range of SNERT products including caps and T-shirts. Its slogan is Dit is de blikvoer-revolutie, ‘This is the canned food revolution’.
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