Snacks & Candy

Daelmans Updates Stroopwafel Packaging

New design intended to tell the story of the brand, company says
Daelmans Stroopwafels
Photograph courtesy of Brand Passport

NEW YORK — Daelmans Stroopwafels will debut a new packaging design across its portfolio this fall.

The new Daelmans packaging design features modernized design elements, the company said, including a bolder logo to improve brand recognition, new photography to drive stronger taste appeal, the story of the Daelmans brand and a new illustration of the “Warm It Up On Your Cup” ritual, a point of differentiation for Daelmans. Daelmans Stroopwafels are distributed by New York-based The Brand Passport Inc.

“Daelmans is an iconic Dutch brand, and the team worked diligently to create a design aesthetic that would tell the story of the brand in a fresh, contemporary way,” said Tom Daly, CEO of The Brand Passport. “We have received extremely positive feedback from customers and expect that this impactful change will attract new customers and drive incremental sales on shelf.”

Daelmans’ Warm It Up On you Cup directions encourage consumers to place their cookies on top of a hot beverage for about two minutes, allowing the heat to warm the waffle, soften the caramel and release the natural aroma of cinnamon and real bourbon vanilla.

Daelmans Stroopwafels are available in five varieties—Caramel, Honey, Chocolate, Coffee and Maple—and three sizes. These treats contain no artificial flavors, colors or preservatives. They are certified Kosher-dairy, contain no GMOs, and leverage sustainable ingredients including UTZ-certified cocoa and RSPO-certified palm oil.

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