Swoffle

Swoffle is a family-owned specialty snack brand producing the world's first USDA organic and certified gluten-free stroopwafel. Founded by a father-daughter team with deep roots in the natural and organic food industry — including the 1978 founding of Nasoya, the number-one selling tofu brand in America — Swoffle carries forward a multi-generational commitment to clean, responsibly made food. The company was built on more than three years of research and development and a decade of marketing experience in the natural foods space.

The flagship product, the Swoffle waffle cookie, is inspired by the traditional Dutch stroopwafel: two thin waffle layers sandwiching a creamy caramel center. Each unit is individually wrapped for convenient, on-the-go consumption. The current product lineup includes four flavors: Original Caramel, Dark Chocolate Dipped, French Vanilla, and Chocolate Caramel. Products are positioned as a premium, better-for-you snack that pairs naturally with hot coffee or tea.

All Swoffle products are made with USDA organic, certified gluten-free, kosher, and non-GMO ingredients. The company specifically formulated its recipes to eliminate artificial ingredients, soy fillers, and excessive sugar content — differentiating itself from conventional stroopwafel offerings in the market. Manufacturing takes place in FDA-approved facilities, and the brand maintains strict sourcing standards focused on high-quality, sustainably obtained ingredients.

Swoffle targets health-conscious consumers seeking indulgent yet clean-label snack options, including those with gluten sensitivities or dietary preferences aligned with organic and non-GMO standards. The product is sold direct-to-consumer with free delivery, as well as through broader retail and gifting channels. Its certifications and positioning make it well-suited for natural grocery, specialty food retail, and health-focused foodservice accounts.

The brand also operates a buy-one-give-one social impact model, partnering with Feeding America and local non-profits to donate meals for every box sold. Since 2017, Swoffle has provided over 1.168 million meals to families in need, currently contributing more than 120,000 meals annually. This mission-driven component is integrated into the brand's core identity and consumer messaging, making it attractive to retailers and buyers who prioritize purpose-led CPG brands.