Daelmans, a family owned Dutch bakery group founded in 1909, in conjunction with The Brand Passport, Inc., its NYC-based, U.S. partner in importing, distributing and brand management services, is happy to announce expanded distribution for their Jumbo Stroopwafel Duo Packs in convenience stores across the country. 

The Caramel and new Chocolate-Caramel Duo Packs, each containing two jumbo stroopwafels, have for years earned premium shelf positions in leading chains such as 7-Eleven, Sunoco A+, Wawa and Travel Centers of America. This latest wave of their U.S. expansion continues Daelmans’ success in convenience channels, where their world famous stroopwafels are most often merchandised at front registers or self-serve coffee stations, owing to a very unique consumption ritual:  Rest a stroopwafel atop a freshly poured hot cup of coffee for about a minute, and enjoy the aroma of cinnamon and real Bourbon vanilla as the heat warms the biscuit, softens the caramel, and transforms it into a scrumptious, sweet and melty treat!


Here are the latest additions to the convenience chains now carrying one or both Daelmans Duo Packs:

Big Apple Convenience Stores: 76 stores (ME, NH)

Blarney Castle / EZ Marts: 127 stores (MI)

CEFCO Convenience: 219 stores (TX, AR, LA, MS, AL)

Country Fair: 72 stores (PA, OH, NY)  

Dash-In: 65 stores (DE, MD, VA)

E&C: 48 stores (VA)

Fastrac Markets: 52 stores (NY) 

Get Go Convenience: 194 stores, (MD, OH, PA, WV) 

Jackson’s: 230 stores (ID)

Pilot Flying J Travel Centers: 690 stores in 47 states 

Rutter’s Farm: 70 stores (PA)


“Daelmans stroopwafels are a surefire way to increase the size of coffee transactions,” said Tom Daly, CEO of The Brand Passport, Inc., “…and in a U.S. convenience store, a product with the ability to drive a category with the size and purchase frequency of fresh coffee is highly valued. The Daelmans brand is having a very positive impact in this channel.”

Contributing to the brand’s success are the convenient tabletop displays in which the product is packed, and a custom, 2-tiered rack which allows stores to feature both Caramel and Chocolate-Caramel displays in the same footprint.

Also key to Daelmans’ success is the size of their Jumbo stroopwafels, which are larger than competitive brands, providing greater value, and the ability to warm them atop most to-go cups without falling in! 

Daelmans Stroopwafels are baked with care and contain no artificial flavors, colors, preservatives, trans-fats or GMO’s. They are certified RSPO, UTZ/Rainforest Alliance, and Kosher-Dairy. Daelmans Stroopwafels are available in three varieties: Caramel, Honey and the newly released Chocolate-Caramel, and in three sizes, Jumbo, Large and Mini.

Daelmans Stroopwafels now have over 50,000 points of U.S. distribution in Grocery, Drug, Mass Merchandiser, Specialty, Convenience and Food Service accounts including Walgreens, 7-Eleven, Target Stores, Barnes & Noble Starbucks Cafes, Cost Plus World Markets, Publix, Albertson’s, Costco, Sam’s Club plus finer independent food retailers across the U.S. You can even find the original caramel stroopwafel flavor at 30,000 feet, served to all Economy Cabin passengers on all domestic morning United Airlines flights! For more information on where to find Daelmans Stroopwafels locally, visit: www.thebrandpassport.com