The Netherlands is a Western European country between Belgium and Germany. Partly reclaimed from the waters of the North Sea, half of it lies at or below sea level (-7 m lowest point and 321 m highest point). Although the Netherlands' total area is relatively small, it is-with a population of almost 16 millions-one of the most densely populated countries in the world. The people of the world know that the Dutch people have generous and tolerant social qualities.

The Dutch consumers take only one hot meal a day, mainly in the evenings. The other two meals, breakfast and lunch, are sandwich meals. According to a survey conducted by a market research company (OP&P Product Research 2001) Dutch consumers like to eat the following food products using their national flavoring and quality understanding:

On the other hand, Dutch consumers like to experience new tastes and new food products when they are introduced to the market.