PROGRAMS Daelmans Takes Flight in U.S. Partnership with United Airlines increases exposure for Dutch cookie By April Miller new YoRk - The Brand Passport Inc., U.S. importer and distributor of Daelmans stroopwafels, partnered with United Airlines to increase exposure of the Dutch cookie to American consumers and push the confection's connection with coffee. The airline in February (National Snack Food Month) began s e r v i n g D a e lm a ns stroopwafels as a complimentary snack in economy on all United North American flights departing before 9:45 a.m. The treat - thin, round waffles filled with caramel, cinnamon and Bourbon vanilla - can be eaten as is but is usually consumed by placing the stroopwafel atop a cup of coffee (or other hot beverage) for a minute or two to warm it and melt the inside caramel filling. Daelmans' packaging encourages this method of consumption with a "warm it up, on your cup!" message. "The Dutch have been eating these for 100 years and you find 30 y SHOPPER MARKETING JUNE 2016 Daelmans stroopwafels are served as complimentary snacks on United morning flights and sold at select retailers including Lucky Supermarkets (below).