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ISM/ProSweets 2017

Dutch baker Daelmans aims to take stroopwafels worldwide

Gill Hyslop

By Gill Hyslop+

03-Mar-2017
Last updated on 03-Mar-2017 at 13:01 GMT2017-03-03T13:01:09Z

It is Daelmans' intention to make the stroopwafel world famous. Pic: Daelmans

It is Daelmans' intention to make the stroopwafel world famous. Pic: Daelmans

Daelmans has been making the caramel waffles for over 100 years and today, is the worldwide market leader, producing several million of the speciality biscuits in its bakeries daily.

BakeryandSnacks met up with the fourth generation owner Jeroen Daelmans (along with his cousin Rick) of Netherlands bakery Daelmans Banket BV at the ISM/ProSweets trade fair in Cologne, Germany, last month.

Daelmans was founded in 1909 as a small bakery in Vlijmen to an international concern that exports its range of cakes and pastries to over 30 countries.

Branded and private label

Daelmans told us there were two sides to the company’s business.

“Our most popular product is the stroopwafels,” he said, noting that over 22 million packs are sold in the Netherlands each year.

The company also produces a range of branded and private label speculaas biscuits, coconut pastry, small cakes, puff pastries, filled pastries, shortcake and seasonal products for major multiples across the Netherlands.

“We work closely with all major retailers from our head office in Nieuwkuijk in the south of Netherlands, as well as our offices in the UK and the US.”

International reach

The company has three bakery facilities in the Netherlands, which, combined, produce a billion cakes and pastries annually that are sold in the US, Europe, Middle East and Far East, Daelmans said.

“But, it is our intention to make the stroopwafel world famous,” he said, adding the indulgent treat can be enjoyed without feeling guilty.

The company is a member of RSPO (Roundtable on Sustainable Palm Oil) and UTZ-certified, producing Fair Trade caramel waffles.

 “Also, each stroopwafel only contains 132 calories, which is less than a blueberry muffin,” he said.

Daelmans produces the Dutch speciality in a caramel-filled chocolate wafer version, too.

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