Stroopwafels have become much easier to find, thanks to United Airlines and now McDonald's Stroopwafel McFlurry.
said earlier this month that stroopwafels would join pretzels as a permanent inflight snack option.
Salted caramel's popularity a decade ago set the stage for a generation of people looking for a more balanced version of caramel, Nielsen said. According to Helmsman's Nielsen, American food trends materialize in five stages, starting at fine dining establishments, then specialty food magazines and stores. Next comes landing at recreational cooking stores like, then women's magazines. The final step is grocery store shelves and fast-food restaurant menus.
Shortly after, American-based start-ups that made stroopwafels began appearing, such as Rip Van Wafels and Belgian Boys. They introduced new takes on the stroopwafel, making them available in chocolate and other flavors. Rip Van Wafels developed a protein-packed version with fewer carbs and sugar. Despite its global popularity, Daelmans had previously tried but failed to get U.S. consumers hooked on its stroopwafels. For its most recent attempt, the family-owned business enlisted The Brand Passport, a New-York based company that helps overseas food brands enter the U.S.
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