NEW YORK --7-Eleven and TravelCenters of America are now offering Daelmans’ stroopwafels through The Brand Passport Inc., the Dutch bakery group’s U.S. partner, Daelmans has announced.
Stroopwafels are baked snacks with filling sandwiched between two waffle-like biscuits. They are intended to complement coffee, and convenience stores “thrive on coffee business,” the company said. It recommends that consumers place a stroopwafel on top of a cup of coffee for about two minutes, allowing the heat to warm the biscuit, soften the caramel filling and release the aroma of cinnamon and real bourbon vanilla.
Daelmans Stroopwafels use natural ingredients and containing no artificial flavors, colors, preservatives or trans fat. They are available in three varieties—caramel, honey and maple—and in jumbo and miniature sizes.
Other convenience-store chains that carry Daelmans Stroopwafels include Vintners, Wawa, Sunoco APlus, Dash In, Highs of Baltimore, Stripes, Corner Store, Sundial, Wilco/Hess, Mustang, Express Mart and Giant Convenience.
The rollouts at 7-Eleven and TravelCenters of America follow the debut of Daelmans Stroopwafels earlier this year on United Airlines domestic morning flights.
Irving, Texas-based 7-Eleven has more than 8,000 stores in the United States. It is offering the two-pack of Daelmans Jumbo Caramel Stroopwafels in the cookie section and by some self-serve coffee stations, said the snack company.
Westlake, Ohio-based TravelCenters of America is the largest full-service travel center company in the United States with more than 400 locations. It is offering Daelmans Single Serve Jumbo Caramel Stroopwafels in the breakfast bar section. In addition, TA will offer Mini Stroopwafels in a resealable zip bag in the snack and cookie section, the snack maker said.
Daelmans packages the Single Serve and two-pack Jumbo Stroopwafels in merchandise trays that convert into counter displays. The company also offers a program for convenience-store chains that includes two-tier racks with customized graphics featuring a retailer’s coffee cup and logo.
Other major U.S. retailers that sell Daelmans Stroopwafels include Trader Joe’s, Cost Plus World Markets, Target, Barnes & Noble Cafes, Publix, Meijer, Albertson’s, Wegmans, Harris Teeter, HEB and independent food retailers.
A family-owned company since 1909, Daelmans Banket BV is a leading baker producing stroopwafels for sale in Europe, the Middle East, Asia and the Americas.
The Brand Passport, New York, provides importing, distribution and brand management services for specialty food manufacturing partners with headquarters outside of the United States, and specializes in biscuit and confectionery categories.
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