Daelmans Stroopwafels, distributed by New York City-based The Brand Passport, Inc., will debut a new packaging design across its portfolio this fall. 

The new packaging features modernized design elements, including a bolder logo to improve Daelmans brand recognition, new photography to drive stronger taste appeal, the story of the Daelmans brand and an illustration of the “Warm It Up On Your Cup” ritual, a key point of differentiation for Daelmans. 

“Daelmans is an iconic Dutch brand, and the team worked diligently to create a design aesthetic that would tell the story of the brand in a fresh, contemporary way,” said Tom Daly, CEO of The Brand Passport, Inc. “We have received extremely positive feedback from customers, and expect that this impactful change will attract new customers and drive incremental sales on shelf.”

Daelmans Stroopwafels evolve into a sweet, melty treat when placed on top of a hot beverage for about two minutes, allowing the heat to warm the waffle, soften the caramel and release the natural aroma of cinnamon and real Bourbon vanilla. 

Daelmans Stroopwafels are available in five varieties – Caramel, Honey, Chocolate, Coffee and Maple – and three sizes. These treats contain no artificial flavors, colors or preservatives. They are certified Kosher-Dairy, contain no GMOs, and leverage sustainable ingredients including UTZ-certified cocoa and RSPO-certified palm oil.