Summary
The History of Stroopwafels
For more than 200 years, the Dutch have been enjoying a compact, circular confection known as the Stroopwafel. This delightful treat consists of soft caramel syrup sandwiched between chewy, cross-hatched cookies (translation: syrup waffle). The mastery of this delightful confection has made it a cultural sensation in the Low Countries of Europe. However, it was not until 2016 that the Stroopwafel gained significant popularity in the United States, marking its debut as a snack on a United Airlines flight. Since then, it has consistently delighted frequent fliers.
Impact on the Airline Industry
Ali Wunderman, an early adopter, recalls her first Stroopwafel experience during a backpacking trip in Europe in 2009. “I had never encountered anything like it: sweet, crunchy but chewy,” she states about that memorable encounter in Amsterdam. Her introduction to Stroopwafels allowed her to share this cherished treat upon returning to America.
The former United Airlines CEO, Oscar Munoz, who took on his position in late 2015, sought to enhance the economy travel experience, which had become somewhat lackluster. Introducing quality coffee and complimentary snacks like the Stroopwafel served as an effective solution; the airline noted that these treats “pair perfectly with coffee or tea.”
Many aficionados often place the Stroopwafel atop their hot beverage, allowing steam to soften the cookie. In Australia, these snacks are even referred to as “coffee toppers.” Jake Emen, a spirits writer who frequently travels, points out that the Stroopwafel’s appeal lies in more than just pairing rituals: “It’s calorie-dense and crumb-free, thanks to the syrupy mortar holding its cookie bricks together.” This makes it an ideal snack for airplane travel, as it effectively counters dulled taste buds at higher altitudes.
Cultural Significance of Stroopwafels
The Stroopwafel’s single-serve packaging makes it a practical choice for travel. Carey Jones, a food and drink author, highlights the joy of discovering a Stroopwafel stashed in your carry-on during early morning travels. “They’re delicious and calorically efficient and have saved me more than a few times when I’m ravenous on the road,” she notes.
On average, the typical Dutch person consumes about 20 Stroopwafels annually. In the Netherlands, these treats are often sold fresh from waffle irons by street vendors alongside canals. For prepackaged options, Daelmans is considered the gold standard, claiming authenticity and selling an impressive 22 million units per year.
Nostalgic Appeal
For many, the Stroopwafel is more than just a snack; it evokes cherished memories. For instance, Benjamin Liong Setiawan associates the treat with fond family moments. “Whenever I’m going to, or connecting through, Schiphol, I always grab a tin or two,” he expresses. “It reminds me of the first trip I ever took to Holland with my mom when I was 10 years old.” This strong connection to memories further solidifies the Stroopwafel’s role as a beloved travel treat.
