Snacks & Candy

Snack Gives New Meaning to 'Dutch Treat'

Look what's flying the friendly skies and landing in U.S. convenience stores

NEW YORK -- Look out, America, here comes the stroopwafel (stroop-wah-full)! Largely unknown in the United States until recently, the soft, toasted waffles filled with caramel, cinnamon and real Bourbon vanilla are making inroads into U.S. retail, on the land and in the air through Daelmans, a Dutch bakery group, and The Brand Passport Inc., its U.S. partner in importing, distributing and brand management services.

stroopwafel coffee

Invented in Gouda--yes, that Gouda, the place that gave us the cheese--in the late 18th century, stroopwafels have grown beyond the most popular bakery product in the Netherlands.

Daelmans is promoting them "as the perfect complement to coffee, tea and other hot beverages, owing to a particularly unique consumption ritual … stroopwafels can be warmed and softened when placed on top of your hot beverage."

This month, United Airlines began offering Daelmans Stroopwafels as complimentary morning snacks for economy-cabin customers on thousands of daily flights, including trips within North America, with the waffle pairing perfectly with hot coffee or tea. Delicious straight from the package, Daelmans stroopwafels evolve into a scrumptious, sweet and melty treat when placed atop your hot cup for about two minutes, allowing the heat to warm the biscuit, soften the caramel, and release the natural aroma of cinnamon and real Bourbon vanilla.

“The Stroopwafel has been a Dutch favorite for over a century, and we are pleased to announce this introduction with Daelmans, our partners and the global quality leader in stroopwafels,” said Tom Daly, CEO of Brand Passport.

The company's stroopwafels are baked with natural ingredients and containing no artificial flavors, colors, preservatives or trans-fat. They are available in three varieties--caramel, honey and maple--and in both jumbo and miniature sizes for snacking.

Daelmans stroopwafels are also in major retailers across the country including APlus, Circle K, Sunoco and WilcoHess convenience stores, as well as Trader Joe’s, Cost Plus World Markets, Barnes & Noble Cafes, Meijer, Albertson’s, Wegmans, Harris Teeter, HEB and more.

A family-owned company since 1909, Daelmans Banket BV is the leading stroopwafel baker in the world, producing stroopwafels for sale in Europe, the Middle East, Asia and the Americas.

Brand Passport, New York, provides importing, distribution and brand management services for select specialty food manufacturing partners headquartered outside of the United States. Founded and staffed by consumer packaged goods (CPG) professionals from leading U.S. food companies, it specializes in biscuit and confectionery categories, offering a product range of branded or premium private-label solutions to U.S. retailers in grocery, mass merchandise, drug store, convenience-store and foodservice channels.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Want breaking news at your fingertips?

Get today’s need-to-know convenience industry intelligence. Sign up to receive texts from CSP on news and insights that matter to your brand.


More from our partners