The Stroop Club

Stroop Club is a certified women-owned small business specializing in authentic Dutch stroopwafels made with organic, plant-based ingredients. Founded by Chantal, a Dutch entrepreneur who relocated to the United States in 2015, the company was born from a desire to share a beloved Dutch culinary tradition with American consumers. Over the course of a decade, the brand has grown steadily while maintaining a strong commitment to clean-label, ethically sourced ingredients and environmentally responsible practices.

The company's product lineup includes traditional caramel, chocolate caramel, chai, and apple pie caramel stroopwafels, available in both full-size and mini bite-size formats. All products — with the exception of the current gluten-free variety — are Vegan Certified and free from animal-derived ingredients. A gluten-free and vegan version is slated for launch in early 2026, expanding the brand's reach to consumers with dietary restrictions. The stroopwafels are crafted using a family recipe featuring a crunchy, chewy, cinnamon-spiced wafer shell surrounding a gooey Dutch plant-based caramel center.

Stroop Club holds several notable certifications that underscore its positioning in the premium, health-conscious snack segment. These include USDA Organic certification, ensuring all ingredients are non-GMO and organically sourced; RSPO (Roundtable on Sustainable Palm Oil) certification for responsible palm oil sourcing; certified gluten-free status for its gluten-free product line; Kosher certification; and Women's Business Enterprise (WBE) certification. Products are also labeled as dairy-free, nut-free, and free from artificial sweeteners, flavors, colors, and preservatives.

The brand targets health-conscious consumers, specialty food retailers, and the growing premium snack market. Its products are positioned as an ideal accompaniment to coffee and hot beverages, following the traditional Dutch custom of resting a stroopwafel atop a hot cup to warm the caramel center. The mini format is particularly versatile, finding use in dessert boards, cocktail garnishes, and cake decoration in addition to everyday snacking.

Packaging is produced using post-consumer recycled materials, reflecting the company's broader environmental ethos. Stroop Club is a member of 1% for the Planet, committing one percent of annual revenue to environmental organizations, including Caribbean Reef Guardians. The company explicitly prohibits animal testing for any purpose. Sourcing practices emphasize ethical supply chains, with preference given to ingredient suppliers that maintain fair labor standards.