Daelmans launches 'coffee's best friend' in the U.S.

NEW YORK --  A family owned Dutch bakery group is planning to bring the Stroopwafel to U.S. consumers during National Snack Month. 

Invented in Gouda in the late 18th century, Stroopwafels are soft, toasted waffles filled with caramel, cinnamon and vanilla. They are usually a 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 a hot beverage.

“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."

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.  

Daelmans Stroopwafels will be 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 U.S.