LOS ANGELES — The stroopwafel, a well-known Dutch cookie, has received traction stateside in current yrs adhering to launches by many specialty manufacturers. Los Angeles-based startup Sweet Amsterdam is debuting a much healthier get on the chewy, gooey treat.
Showcasing a layer of caramel or honey sandwiched involving two slender wafers, stroopwafels customarily are paired with a very hot cup of coffee or tea and recently have been positioned by sports nutrition brands as a pre-exercise snack. Sweet Amsterdam provides a range of stroopwafels that are gluten-free, dairy-absolutely free, organic and natural and reduce in sugar than standard versions. The items are formulated with rice and chickpea flour and sweetened with a mix of cane sugar and monk fruit extract.
“It’s our mission to grow to be the No. 1 experience-excellent snack manufacturer,” reported Farhad Faqiri, founder of Sweet Amsterdam. “We have merged thoughtfully formulated much better-for-you recipes with inspiring messaging and creative models.”
Stroopwafels were being a sweet snacking staple of Mr. Faqiri’s childhood in The Netherlands. As he traveled all around the globe, he learned a commonality amongst customers.
“We snack when we’re unfortunate, stressed, active or bored,” he stated. “When I moved to The us, I uncovered the most important cause we do this is extremely uncomplicated. We hope it helps make us really feel superior. In America, even so, I uncovered that a great deal of big foodstuff brand names have been offering us snacking options that are quite standard, where you have to compromise both on taste or on far better-for-you components.
“I phone it snacking with sacrifices, exactly where you get that non permanent kick without the extended-long lasting perception of pleasure or pleasure.”
Before iterations of Sweet Amsterdam’s stroopwafel experienced 13 grams of sugar, then 9 grams of sugar. The hottest formulation, which debuted in February, has 5 grams of sugar.
“Our objective for the potential is to have zero grams of sugar,” Mr. Faqiri mentioned. “We truly have a decrease sugar amount for every serving than lots of self-proclaimed nutritious treats.”
In addition to a traditional cinnamon caramel assortment, the manufacturer features surprising flavors these types of as chocolate banana and lemon bar. A fourth solution, Speculaas Spice, is a European-influenced flavor that could be likened to a gingersnap, Mr. Faqiri reported.
“To us it’s really conventional, but we hope it becomes as major of a strike for American audiences as well,” he claimed.
Prior to launching the brand, Mr. Faqiri operated a food stuff truck of the exact same title, serving Dutch desserts in the better Los Angeles area for numerous many years and gathering insights on solution growth. The chocolate banana stroopwafel was motivated by a greatest-advertising menu merchandise.
Supply chain worries last year owing to the pandemic led to new prospects. The team shifted creation from Holland to a facility in Canada and initiated rebranding and reformulation initiatives. The company tested 10 flavors prior to narrowing the assortment to 4.
“We want to hold increasing on the recipe,” Mr. Faqiri mentioned. “We are experimenting with getting some vegan alternatives. Right now the products are dairy-totally free … but they do have eggs.”
The cookies are readily available on the web at Amazon.com and sweetamsterdam.com.
“We’re at the moment concentrated on direct-to-shopper simply because it is a product or service that is very new, so we want to have regulate above educating individuals on not only the product alone but also on the mission,” Mr. Faqiri said. “We do get requests all the time from shops tiny and substantial, but we feel like we will need one more 6 to 10 months to figure what the ideal companion for us is and where our audience will store the most. It is definitely one thing we’re functioning on.”