Rip Van
Rip Van is a New York-based snack company producing better-for-you wafels, wafers, cookies, and confections made with prebiotic fiber and natural sweeteners. Products are sold in over 20,000 US retail stores and direct-to-consumer via subscription.
- Company typePrivate
- Founded2010
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rip Van does
Rip Van is a New York-based consumer packaged goods company that designs, manufactures, and sells better-for-you sweet snacks positioned as a healthier indulgence alternative. Its core technology is a proprietary low-sugar formulation built around prebiotic fibers — including chicory root, sugar beet, and soluble corn fiber — combined with natural sweeteners such as monk fruit and stevia. The product line spans seven categories: Wafels, Wafers, Leos Cookies, Romeos Cookies, Crispy Dunes, Crispy Choco, and Nutty Crunch, all NON-GMO Project Verified. Manufacturing is conducted through co-pack partners in Canada, the Netherlands, and Spain. Founded in 2010 from a Brown University dorm room via Kickstarter and formally incorporated in 2012, the company is led by co-founders Rip Pruisken (CEO) and Marco De Leon.
The company operates a hybrid B2C/B2B2C go-to-market. On the consumer side, it sells direct through a Shopify storefront with Recharge-powered subscriptions (10% subscriber discount) and bundle packs (5-15% off), supported by Amazon and Instacart fulfillment. On the retail side, the brand is distributed across 20,000+ US doors spanning mass (Walmart, Target), club (Costco), premium grocery (Whole Foods), and convenience (CVS, Circle K), with a wholesale program for smaller retailers. Pricing is anchored at $19.79-$24.99 per multi-pack SKU. Distribution has been a primary growth lever: the brand entered Starbucks nationwide in 2016, expanded beyond wafels into Wafers in 2021, and scaled into mass and club channels following a 2020 COVID-driven DTC and Costco pivot after a 2017 factory fire had previously stressed operations.
Revenue mechanics rest on two complementary streams: retail wholesale velocity across a broad but concentrated retailer base, and recurring DTC e-commerce from a stated 1M+ cumulative customer base, with 6,000+ reviews averaging 4.9 stars. The brand has accumulated recognition including Forbes 30 Under 30 and Inc. 30 Under 30 (2016). Current strategic direction points toward continued category extension (Dubai Choco and similar chocolate-forward launches), further grocery penetration funded by a recent capital raise, and incremental pricing/packaging innovation through bundles and subscriptions.
Rip Van firmographics
Firmographics- Name
- Rip Van
- Legal name
- Rip Van, Inc.
- Website
- https://ripvan.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rip Van is a New York-based snack company producing better-for-you wafels, wafers, cookies, and confections made with prebiotic fiber and natural sweeteners. Products are sold in over 20,000 US retail stores and direct-to-consumer via subscription.
- Ownership category
- akta.pro rank
Rip Van industry classification
Industry- Product category
- Snack Foods
- NAICS
- Other Snack Food Manufacturing (311919), Chocolate and Confectionery Manufacturing (31135)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Rip Van is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rip Van business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Consumer purchases through ripvan.com website with subscription options offering 10% recurring savings and bundle discounts of 5-15% for multi-box purchases.
- Wholesale/Retail Distribution: Products sold through major retail partners including Whole Foods, Costco, Target, Walmart, CVS, Circle K, and Instacart, generating revenue through traditional wholesale distribution channels.
- Amazon Marketplace Sales: Products available through Amazon marketplace, expanding distribution reach for direct consumer purchases online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single box of Wafels (12-count) - $21.99 |
| Subscription | Monthly | Subscription - Save 10% |
| Hybrid | Pay-as-you-go | Bundle pricing - Save 5-15% |
| Unit Pricing | Pay-as-you-go | Wafers (16-64 count) - $21.99-$24.99 |
| Unit Pricing | Pay-as-you-go | Leos Cookies (10-40 count) - $22.00-$23.99 |
| Unit Pricing | Pay-as-you-go | Romeos Cookies (18-72 count) - $23.99 |
| Unit Pricing | Pay-as-you-go | Crispy Choco (12-48 count) - $23.99 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Rip Van product offering
Product offeringCore offering
Rip Van manufactures and sells a portfolio of better-for-you sweet snacks — including stroopwafels, wafers, sandwich cookies, Milano-style cookies, wafer sticks, and chocolate-coated wafer bars — formulated with prebiotic fibers and natural sweeteners to deliver 1-4g sugar and 3-7g fiber per serving. Products are sold direct-to-consumer via ripvan.com (with subscriptions and bundles) and wholesale to over 20,000 retail locations including Whole Foods, Costco, Target, Walmart, CVS, Circle K, and Starbucks, plus Amazon and Instacart.
Product overview
Rip Van is a better-for-you snack company offering seven distinct treat lines built on prebiotic fiber with less sugar and more fiber than traditional snacks. The core product is the Rip Van Wafel (stroopwafel) with multiple flavor variants including gluten-free options. The portfolio has expanded to include Rip Van Wafers (crispy cream-filled wafers), Leos Cookies (soft sandwich cookies), Romeos Cookies (crispy Milano-style cookies), Nutty Crunch (fudge-enrobed wafers), Crispy Dunes (wafer sticks), and Crispy Choco (chocolate-coated wafer bars). All products emphasize clean ingredients: no artificial flavors, preservatives, or high fructose corn syrup; certified Non-GMO; sweetened with natural alternatives like Monk Fruit Extract, stevia, and allulose. Products are available through e-commerce subscription and at major retailers including Whole Foods, Costco, Target, Walmart, CVS, Circle K, and Starbucks.
Differentiator
Problem solved
Functional benefit
Brands
- Rip Van Wafels: Low sugar stroopwafel products in various flavors including Dutch Caramel & Vanilla, Snickerdoodle, Honey & Oats, Cookies & Cream, and Chocolate Brownie
- Rip Van Wafers
- Leos Cookies
- Romeos Cookies
- Crispy Dunes
- Crispy Choco
Products and services
- Rip Van Wafels The original stroopwafel product — two thin crispy waffle cookies wrapped around a sweet, chewy filling. Available in five flavors (Dutch Caramel & Vanilla, Snickerdoodle, Honey & Oats, Cookies & Cream, Chocolate Brownie) plus gluten-free options. Each serving contains 1-3g sugar, 6g fiber, and 120 calories, made with prebiotic fiber from chicory root and sweetened with Monk Fruit Extract.
- Rip Van Wafers Light, crispy wafer cookies with smooth cream filling sandwiched between delicate wafer layers. Available in six flavors: Vanilla, Dark Chocolate, Chocolate Hazelnut, Strawberry, Raspberry & Dark Chocolate, and Lemon. Contains 1-2g sugar, 4-7g fiber, and 120-130 calories per serving, made with plant-based fibers including chicory root, sugar beet, and sugar cane fiber.
- Leos Cookies Soft sandwich cookies with thick cream center, reimagined with cleaner ingredients. Available in Cookies & Creme and Golden Vanilla flavors. Contains 4g sugar, 4g fiber, and 110 calories per pack, made with allulose and stevia leaf extract alongside cane sugar.
- Romeos Cookies Crispy Milano-style cookies with rich fudge filling between two crisp cookie layers. Available in Dark Choco Fudge and Milk Choco Fudge. Contains 3-4g sugar, 3g fiber, and 120 calories per pack, made with real cocoa and bourbon vanilla.
- Crispy Dunes Light, individually wrapped wafer sticks with smooth cream filling inside. Available in Dark Chocolate, Chocolate Hazelnut, and Peanut Butter flavors. Contains 2g sugar, 3-4g fiber, and 80-90 calories per stick. Vegan and Non-GMO certified.
- Crispy Choco Chocolate-coated wafer bars filled with creamy fillings. Available in Dubai Choco (pistachio and toasted kunafa), Milk Choco Hazelnut, and Milk Choco Peanut Butter. Contains 4g sugar, 4-5g fiber, and 110-120 calories per serving, positioned as a richer, more indulgent option than Crispy Dunes.
- Nutty Crunch Fudge-enrobed wafer snacks with peanut butter filling. Available in Dark Choco Peanut Butter and Milk Choco Peanut Butter flavors. Contains 2-3g sugar per serving.
Quantifiable outcome
- Products contain 1-4g sugar vs 11-14g in leading competitors (granola bars and traditional cookies)
- +4 more outcomes
Companies that use Rip Van
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Rip Van technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Rip Van partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Whole FoodscoreMajor retail distribution partner carrying Rip Van products in stores nationwide as part of better-for-you snack assortment.
- CostcocoreWarehouse club partner distributing Rip Van products in bulk quantities to members nationwide.
- TargetcoreMajor retail partner distributing Rip Van products in Target stores across the US.
- WalmartcoreMass retail partner distributing Rip Van products in Walmart stores nationwide.
- CVS PharmacyminorDrug store partner providing convenient retail access for Rip Van products.
- Circle KminorConvenience store partner for on-the-go snack distribution.
- AmazoncoreOnline marketplace partner for direct-to-consumer sales through Amazon platform.
- InstacartminorOnline grocery delivery partner enabling same-day delivery of Rip Van products.
- ShopifycoreE-commerce platform powering the Rip Van website, providing hosting, payment processing, and customer management capabilities.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Rip Van competitors and assessment
Company assessmentDirect peers
- Highkey: Low-carb, keto-friendly cookie and snack brand sold through Amazon and mass retail. Comparable on low-sugar, keto/diabetic-friendly sweet-snack positioning and D2C-plus-marketplace go-to-market motion.
- Daelmans: Dutch stroopwafel specialist and the category originator that Rip Van's hero product directly competes with. Both brands sell caramel-filled stroopwafels through US retail and foodservice, with Daelmans offering the traditional, higher-sugar version vs. Rip Van's better-for-you reformulation.
- Made Good: Better-for-you snack brand selling organic, allergen-free granola bars, mini cookies, and crispy squares through US grocery. Closely comparable to Rip Van on better-for-you positioning, clean-label ingredients, and natural-channel-to-mass retail distribution strategy.
- Hu Kitchen: Paleo/keto-friendly chocolate bars and baking products sold through Whole Foods, Costco, and Thrive Market. Comparable on clean-label, low-sugar sweet-snack positioning and premium retail channel presence.
- Simple Mills: Better-for-you cracker, cookie, and baking-mix brand built on almond flour and clean ingredients, sold through Whole Foods, Target, Costco, and Walmart. Direct comparable on better-for-you sweet-snack positioning, retail footprint, and founder-led growth profile.
- Catalina Crunch: Keto-friendly cookies and cereals positioned on low sugar and high protein/fiber, sold through Amazon and natural retail. Comparable on keto/diabetic-friendly snack positioning and D2C-plus-retail hybrid model.
- Miss Jones Baking Co. Low-sugar baking mixes, frostings, and cookies sold through grocery and D2C. Comparable on reduced-sugar sweet-baked-goods positioning targeting diabetic and health-conscious consumers.
- SmartSweets: Low-sugar candy brand launched in Canada, sold through Amazon, Target, and grocery. Direct comparable on low-sugar, better-for-you sweet-snack positioning and D2C-plus-mass-retail go-to-market motion targeting health-conscious consumers.
Broad incumbents
- Mondelez International: Global CPG incumbent owning Oreo, Tate's Bake Shop, belVita, and Chips Ahoy. Broad incumbent in cookies and better-for-you biscuits with the scale, trade-spending, and DSD reach that Rip Van competes against for shelf space and consumer attention.
- Pepperidge Farm: Established cookies and crackers brand (Milano, Goldfish, Chessmen) owned by Campbell Soup. Comparable as a broad incumbent in the cookies/wafers category where Rip Van's Romeos directly competes with Milano-style products.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Rip Van social profiles
Digital presenceRip Van compliance and trust
Trust signalCompliance1 record
Rip Van financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rip Van leadership team
Management profileNumber of profiles
Profiles2 records
Rip Van funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rip Van M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rip Van
What does Rip Van do?
Rip Van manufactures and sells a portfolio of better-for-you sweet snacks — including stroopwafels, wafers, sandwich cookies, Milano-style cookies, wafer sticks, and chocolate-coated wafer bars — formulated with prebiotic fibers and natural sweeteners to deliver 1-4g sugar and 3-7g fiber per serving. Products are sold direct-to-consumer via ripvan.com (with subscriptions and bundles) and wholesale to over 20,000 retail locations including Whole Foods, Costco, Target, Walmart, CVS, Circle K, and Starbucks, plus Amazon and Instacart.
Is Rip Van a public or private company?
Rip Van is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rip Van founded?
Rip Van was founded in 2010. It employs 101 to 250 people.
Where is Rip Van based?
Rip Van is headquartered in New York, United States, in the North America region.
How does Rip Van make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution and amazon Marketplace Sales.
Who are Rip Van's main competitors?
Direct peers on record are Highkey, Daelmans, Made Good, Hu Kitchen, Simple Mills, Catalina Crunch, Miss Jones Baking Co. and SmartSweets. Broad incumbents are Mondelez International and Pepperidge Farm.
Does Rip Van have an API?
No public API is recorded for Rip Van.
What industry is Rip Van in?
Rip Van's product category is Snack Foods. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 311919 and its SIC code is 2052.