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Issue Date: Vol. 57, No. 1, January 2017, Posted On: 12/13/2016

Swoffle Brings Dutch-Style Stroopwafel To Vending And Workplace Refreshments

Emily Jed
TAGS: vending machine snacks, office coffee snack, Swoffle, Dutch-inspired wafer cookie, Swoffle for vending machines, office coffee service, micromarkets, Dutch stroopwafel, Julia Paino

vending, Swoffle CONCORD, MA -- A company called Swoffle has established a big market for its Dutch-inspired wafer cookie of the same name. Swoffle is now focusing on building its presence in office coffee service, vending machines and micromarkets.

Swoffles, inspired by the traditional Dutch stroopwafel, consist of two thin waffle layers made from organic, kosher and non-GMO, gluten-free flour with a layer of creamy caramel in the center. An ideal complement to coffee and tea, the cookies are traditionally placed over a warm beverage to melt the caramel filling. The company says they are a good fit for OCS, and can also be sold through vending machines and micromarkets.

The individually wrapped 1.6-oz. cookies have a shelf life of one year. They can be sold individually or in boxes of 16, which are often placed by coffee machines in a decorative display case.

The company was founded in 2015 by father-daughter duo John and Julia Paino. The senior Paino also founded Nasoya, the No. 1 tofu company in the U.S. With his passion for bringing internationally popular items to the U.S., and Julia's interest in creating healthier grab-and-go snack options, the two teamed up to market the Swoffle.

Swoffle is sold in retail locations, like Whole Foods, and to hundreds of coffee shops throughout the country. Nike, Trip Advisor and Google are among its high-profile corporate accounts.

Swoffle, vending

"Given that one third of Americans are now seeking gluten-free options, our brand has seen tremendous growth since we launched it in 2015," Julia Paino told Vending Times. "And we are now in more than 5,000 locations and growing into the vending category. We currently work with several major vending companies on the East Coast and are eager to continue the momentum nationwide."

The company has teamed up with local nonprofits to donate a meal to those in need each time a box of Swoffles is sold. Swoffle says it donates an average of 1,500 meals per month to those in need.

Swoffle's startup success story was featured on the cover of Forbes.

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