Recently Added: Giant-Eagle, Inc., Schnucks and Straub’s to Stock Stroopwafels

New York, N.Y. – March 9, 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, is taking U.S. grocery stores by storm. Following the very successful roll-out of stroopwafels last month on United Airlines domestic morning flights, Americans can now enjoy the soft, toasted waffles filled with caramel, cinnamon and real Bourbon vanilla at home. Stroopwafels can now be found in Giant Eagle locations throughout western Pennsylvania, Ohio, West Virginia and Maryland, twelve Schnucks locations in St. Louis and 4 Straub’s markets, also in the St. Louis area.  

Founded in 1931, Giant Eagle, Inc. has grown to be the number one supermarket retailer throughout western Pennsylvania, Ohio, West Virginia and Maryland. Giant Eagle will be stocking the 10.9 oz Jumbo Stroopwafel box, which includes 8 jumbo Daelmans stroopwafels and the Daelmans caramel stroopwafel minis in a zip pouch, in about 252 stores, which include their grocery stores and 12 Market District stores.

Schnucks operates 97 stores in five states throughout the Midwest, and is one of the largest privately held supermarket chains in the United States. Schnucks locations will be carrying the Daelmans stroopwafel minis in a zip pouch, in honey and caramel flavors and the 2-Pack Jumbo Stroopwafels.

Straub's is a specialty food retailer headquartered in downtown Clayton, Missouri. Straub’s currently has four locations throughout the Greater St. Louis area. Straub’s will be carrying the Daelmans stroopwafel minis in a zip pouch, in honey and caramel flavors and the 2-Pack Jumbo Stroopwafels.

Stroopwafels are the perfect complement to coffee, tea and other hot beverages and can be warmed and softened when placed on top of a hot beverage 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. 

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. Daelmans stroopwafels are already distributed in dozens of major retailers across the country, including Trader Joe’s, 7-Eleven, Cost Plus World Markets, Wawa, Target, Barnes & Noble Cafes, Publix, Meijer, Albertson’s, Wegmans, Harris Teeter, HEB, United Airlines and others, plus finer independent food retailers across the US.  For more information on where to find Daelmans Stroopwafels locally, visit: 

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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

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:

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