Snacks & Candy

Daelmans Expands U.S. Stroopwafel Distribution

Product now available in more than 50,000 U.S. retail and foodservice outlets

NEW YORK -- Dutch bakery group Daelmans has expanded the distribution for its Jumbo Stroopwafel Duo Packs in convenience stores across the United States.

Each pack contains two Jumbo Stroopwafels and can be purchased in two flavors: Caramel and Chocolate-Caramel. This U.S. expansion continues Daelmans’ emergence in c-stores. Stroopwafels are often merchandised at front registers or near self-serve coffee stations in chains such as 7-Eleven, Sunoco APlus, Wawa and TravelCenters of America.

C-store chains to add the products recently include Big Apple Stores, South Paris, Maine; Blarney Castle/EZ Mart, Bear Lake, Mich.; CEFCO, Temple, Texas; Country Fair, Warren, Pa.; Dash In, La Plata, Md.; E&C Enterprises, Woodbridge, Va.; Fastrac Markets, East Syracuse, N.Y.; GetGo, Pittsburgh; Jacksons Food Stores, Meridian, Idaho; Pilot Flying J, Knoxville, Tenn.; and Rutter’s, York, Pa.

With the recent expansion, Daelmans Stroopwafels can now be found in more than 50,000 grocery, drug, mass merchandiser, specialty, convenience and foodservice outlets across the country. The company also has a partnership with United Airlines, which serves the stroopwafels to coach passengers on all domestic morning flights.

"In a U.S. convenience store, a product with the ability to drive a category with the size and purchase frequency of fresh coffee is highly valued," said Tom Daly, CEO of The Brand Passport Inc., Daelmans’ American partner in importing, distributing and brand management services. "The Daelmans brand is having a very positive impact in this channel."

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.

New York-based Brand Passport 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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