Waffely

From 1999 till 2001 Alex lived in Houston with his family and missed the stroopwafels from Holland. When he returned in 2001, he had the intention to go to Starbucks and sell stroopwafels to them. This regrettably did not happen (working for an energy company is a real full time job), but he always brought stroopwafels with him to his customers and started to develop other ideas for stroopwafels trading and bringing a top quality product to interested customers.

Now that he is finished working Shell, he formed a team to re-engineer the way stroopwafels are available abroad. Instead of a cold and soft waffle (even on top of a cup of thee or coffee, the stroopwafel loses its crispy character) and we are working with a team on a method to serve a great crispy and molten caramel stroopwafel at your favourite Tea or Barista coffee place.

We anticipate to work hard on trials (under the brand Waffely) this year and are planning to roll out in 2020 commercially.

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