What do you call it when sustainability meets delicious flavor? Belgian Boys Upcycled Stroopwafel. The specialty bakery brand recently announced that it will be teaming up with Misfits Market to launch the new offerings, available exclusively through the Misfits online marketplace starting this month.
“I'm thrilled to see our partnership with Misfits Market come to life. We are proud to align our company with a brand that stands for reducing food waste and join them in doing our part,” said Chief Executive Officer Anouck Gotlib. “Our R&D and marketing teams are trailblazing in the cookie world by introducing an upcycled stroopwafel made partly out of the crumbs that usually go wasted.”
The Stroopwafel is currently one of Belgian Boys best-selling products, according to a press release, and like the original, the new Upcycled Stroopwafel will be made with premium, non-GMO ingredients. Products used to make the offering are also Kosher certified; nut free; and free from high fructose corn syrup, artificial flavors, colors, and preservatives.
“In the process of making the round cookie shape of the stroopwafel, there are delicious waffle pieces left behind,” explained Co-Founder Greg Galel. “Typically about three percent of scraps are mixed back into the batter, but we upped the game to take more than four times the delicious leftovers and minimize food waste as much as possible.”
Spoonshot, a food AI company, recently revealed that consumer interest in upcycling has risen, with a 128 percent increase in interest across business media over the past year. Through this process, companies like Belgian Boys are able to reduce the environmental impact of their products while maintaining quality and taste. The new Upcycled Stroopwafel uses 12.5 percent repurposed cookies in the recipe but maintain 100 percent of the flavor of the original offering.
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