Daelmans Stroopwafels faces no ‘direct pressure’ from M&M’s at Walgreens

By Douglas Yu contact

- Last updated on GMT

Daelmans Stroopwafels' distinct packaging can attract impulse purchasing, said importer's CEO. Pic: The Brand Passport
Daelmans Stroopwafels' distinct packaging can attract impulse purchasing, said importer's CEO. Pic: The Brand Passport
Daelman’s Stroopwafels is now available in about 6,000 Walgreens stores, a year after European snack importer The Brand Passport introduced it to the US market.

The jumbo caramel stroopwafel duo pack retails for $1.59 and is located in the checkout aisle at the registers.

According to Brand Passport's CEO Tom Daly, stroopwafels were barely heard of in the US a few years ago. The products only became popular after Brand Passport scored a partnership with United Airlines.

However, Brand Passport declined to comment on whether the recent passenger-dragging incident on a United Airlines flight will affect its sales, but did note the product has also been sold on Frontier Airlines since last year.   

US palates go global

“I think [Walgreens] understands that millennials are fond of products that are simple and do not contain anything artificial,”​ he added. “Consumers are also looking for things that are new, and the American palate is continuing to grow and to become more global.”

For example, European snacks are becoming more popular with US consumers in recent years, according to multiple tradeshows such as Summer Fancy Food Show​ and Snaxpo.

Brand value, positioning and packaging also play a role in determining whether a product will attract consumer impulse purchasing, said Daly said.

“If you have the ability to put the product in context the way Daelmans has by featuring it [on the package] on top of a coffee cup, that’s a great strength… There are not many products like Daelmans Stroopwafels that have such a unique way to use it.”

Capturing impulse purchase

“I [notice] that we've [been placed] are on the shelf next to M&M’s,”​ Daly said.

Although Daelmans Stroopwafels does not see M&M’s as a direct competitor - as it's a combination of confection and biscuit, “from a shelf space perspective, we’re competitive in that sense,” ​he added.

Brand Passport is expanding the US distribution for Daelmans Stroopwafels’ chocolate caramel flavor, as well as launching waffle crisps brand, Belgian Butters.

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