A longstanding staple of Dutch dessert bowls is steadily vanishing from local grocery aisles.
Dairy producer Melkunie is ending production of its blanke vla by late August, following a similar move by Campina and a decision by Albert Heijn to drop the product from its store-brand lineup earlier this year.
For decades, the plain custard was a weeknight fixture across the Netherlands, first introduced in commercial cartons roughly 45 years ago as an unflavored base meant for home additions like fresh fruit or syrup.
Shifting appetites in the dessert aisle
Retailers and manufacturers point directly to declining sales and changing consumer habits for the cutback.
Supermarket shelves have become increasingly crowded with elaborate dessert options, from seasonal flavors like apple-cinnamon and stroopwafel to high-protein puddings and plant-based yogurts.
As demand fell, stores allocated less refrigerated space to the plain variety, creating a cycle where lower visibility led to fewer purchases.
Where shoppers can still find it
Despite the broader pullback, the traditional custard has not disappeared from every aisle just yet.
Supermarket chain Jumbo continues to stock its own store-brand version, while the Melkan label found in Plus stores also remains in production, with both retailers stating they have no current plans to discontinue them.
Industry representatives also dismissed speculation that the phaseout relates to public debates around the Dutch word blank, confirming the decision is purely driven by shelf performance.
Meanwhile, other nostalgic desserts such as semolina pudding (griesmeelpap) and rice pudding continue to enjoy steady popularity, sustained by renewed interest among younger shoppers.
