Daelmans Launches The Stroopwafel In U.S. – Coffee’s Best Friend!

Stroopwafels Now Served on United Airlines

New York, N.Y. - February 15, 2016 – Daelmans, a family owned Dutch bakery group founded in 1909, in conjunction with The Brand Passport, Inc., its NYC-based, US partner in importing, distributing and brand management services, announces its plan to introduce the Stroopwafel (STROOP-WAA-FELL) to U.S. consumers during National Snack Month.  Invented in Gouda in the late 18th century, Stroopwafels (www.daelmansstroopwafels.com) have grown beyond the most popular bakery product in the Netherlands, and are now ready to satisfy America’s increasing appetite for refined, global tastes and natural ingredients from around the world – a perfect fit for National Snack Month.  Soft, toasted waffles filled with caramel, cinnamon and real Bourbon vanilla, stroopwafels have earned a reputation 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 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 The Brand Passport, Inc., “Daelmans’ commitment to quality, along with the distribution reach and marketing expertise offered by The Brand Passport, will go far toward achieving our objective of making ‘stroopwafel’ a household staple across North America."

Simple and with universal appeal, Daelmans Stroopwafels are baked with care, using only 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. In addition to United, Daelmans stroopwafels are already distributed in dozens of major retailers across the country, including Trader Joe’s, 7-Eleven, Cost Plus World Markets, Wawa, Barnes & Noble Cafes, Publix, Meijer, Albertson’s, Wegmans, Harris Teeter, HEB, and others, plus finer independent food retailers across the US.  For more information on where to find Daelmans Stroopwafels locally, visit: www.thebrandpassport.com

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About Daelmans:

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. Daelmans is UTZ certified, and has earned the Green Palm certificate from the Roundtable of Sustainable Palm Oil.  All Daelmans bakeries are HACCP, BRC and IFS approved. For more information visit www.daelmansstroopwafels.com.

About The Brand Passport, Inc.:

The Brand Passport provides comprehensive importing, distribution and brand management services for select specialty food manufacturing partners headquartered outside of the USA.  Founded and staffed by CPG professionals from leading US food companies, The Brand Passport specializes in biscuit and confectionery categories, offering a product range of branded or premium private label solutions to leading US retailers in Grocery, Mass Merch, Drug, Convenience and Food Service channels.  For more information, or to become a wholesale customer of Daelmans Stroopwafels, please visit:  www.thebrandpassport.com.