Stroopwafels Take America: A Collection of Trend Insights
Ever since I lived in France during my Junior Year Abroad in college, I have been a stroopwafel fan. The caramel-filled waffle cookie is designed to warm up and soften over a cup of coffee or tea but I rarely wait that long to bite into this tasty Dutch treat. During my tenure at Netherlands-based Innova Market Insights, I was also schooled in the correct pronunciation, which I won’t attempt here. Luckily, I’m now well equipped to keep talking about this trend.
How the Stroopwafel Became the Most Unexpected Product to Go Viral by Cara Cannella, Marker.Medium.com, January 16, 2020 - NBA players, tech employees, United passengers and Starbuck’s shoppers are all in on the stroopwafel trend. Tracing the roots of this current trend to the rise of artisan food during the 2008 recession, this article shows the power of nostalgia and cravings on the part of displaced Dutch citizens who leveraged these needs to bring more brands of Dutch stroopwafels to market. Kara comments on how well they match American cookie cravings with their crunch, cinnamon scent and chewy, sweet caramel filling.
Dorm to Table: College Start-Ups Take Aim at Food Industry by Ellen Rosen, New York Times, August 26, 2019 - New food products made from upcycled ingredients or based on traditional global baked goods are coming from inspired student entrepreneurs. According to Kara Nielsen, millennials are “always on the go and looking for healthy eating.” They also are trying to do their part to reduce waste and find novel uses for food industry by-products, she notes. This article looks at Rip Van Wafels stroopwafels, a version of the Dutch caramel-filled waffle cookie; ReGrained snack bars made from spent grains from beer making; and a program to recover cafeteria leftovers to donate to food shelters and soup kitchens.
Stroopwafels finally find an American audience - here’s how by Amelia Lucas, CNBC, July 19, 2019 - Fans of the stroopwafel, a caramel-filled, cinnamon-scented waffle cookie from the Netherlands, have always known where to find packs of the imported treat. In Summer 2019, all Americans had the chance to enjoy the crunchy-gooey cookie in a limited time menu offer from McDonald’s, the Stroopwafel McFlurry, part of four international menu items. Passengers on United already have the chance to put the circular waffle on top of a cup of coffee or tea, warming the caramel filling from the steam. Kara Nielsen notes the pathway of the cookie from specialty European import to everyone’s new favorite coffee accompaniment. Mini versions have been sold for years in Trader Joe’s; U.S. artisan bakers started selling hand-made versions after the recession and turned on a new generation to the form; United added them to the snack menu in late 2015. With some effort from the largest producers in Holland, Daelmans, for example, stroopwafels are also more easily found on mainstream grocery store shelves. It’s a great cookie for the American sweet tooth. it’s crunchy, full of sweet and chewy caramel, and is lightly spiced with cinnamon. There are honey and maple syrup versions and now even chocolate enrobed options. With this summer flurry of McFlurries, watch for the stroopwafel to solidify its place in America.