After the successful launch of the waffwich – a waffle sandwich that has become synonymous with waffles in India as a freshly baked, egg-free treat, The Belgian Waffle Co is now introducing the stroopwafel – a Dutch-inspired dessert that hit the streets of the Netherlands and is an ideal combination of waffle and biscuit. The unique European dessert became popular as a sweet and light snack that can be enjoyed anytime, anywhere.

Over the past 5 years, the company has earned its name as one of the best-known dessert brands in the country. It has consistently surprised its customers by launching exciting products like The Waffle Cake, Ice Cream Waff-Wich, Mini Waffles and more.

With the introduction of Stroopwafel, the brand wants to keep the momentum, because the Dutch favorite is a versatile snack that can be eaten alone or enjoyed with tea, coffee or ice cream, making it even more suitable for the Indian market.

The brand is a leading name in this category and has a large following of loyal customers who cross all ages. The domestic brand has more than 270 stores in over 75 cities including Nepal and is one of the fastest growing QSR chains in India. The brand is gaining a foothold in Delhi, a market that is known for its love for Indian sweets and will soon also hit international markets.

art of its strong presence in the QSR area, the company is expanding its horizons with its innovative FMCG products, which are now available on e-commerce platforms as well as in its own stores.

Commenting on the launch, Shrey Aggarwal, founder of The Belgian Waffle Co, said: “We have organically expanded into the FMCG segment with our first three categories – pancake and waffle premixes, waffle chips and our popular spreads. The Pancake and Waffle Premix is ​​available in the flavors Original, Multigrain and Chocolate & Oats and the waffle chips are available in the flavors Chocolate and Double Chocolate. There are more exciting and innovative products in the pipeline that we look forward to, including new offerings tailored to the health-conscious consumer, such as gluten-free and protein-based products. Our goal is to build an independent FMCG department with high-quality products and sales through our QSR branches, e-commerce platforms, modern retail and A-list stores across the country. „


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