What Daelmans does

Daelmans is a Dutch family-owned industrial bakery founded in 1904 by Hermanus Daelmans, currently operating across three production facilities in the Netherlands (Nieuwkuijk headquarters, Oss, and Scherpenzeel) with over 300 employees. The company produces a broad portfolio of biscuits and pastries — stroopwafels, coconut biscuits, stroopkoeken, gevulde koeken, gevuld speculaas, cakes, speculaas, and puff pastry products — under two consumer brands (Daelmans Stroopwafels, the flagship A-brand distributed in more than 30 countries, and De Molen's Banket for out-of-home channels) and a private label co-manufacturing service for food retailers in the Netherlands and neighboring countries.

The company's go-to-market is a hybrid channel and sales-led model: branded consumer products move through retail supermarkets (PLUS and COOP in the Netherlands as of October 2024), out-of-home channels (canteens, kiosks, filling stations), dedicated stroopwafels.com direct-to-consumer site, and international distributors across 30+ countries, while private label revenue is generated through bespoke product development, dedicated customer teams, quick response times, and presence at industry events such as PLMA. Distribution combines retail, food service, private label, e-commerce, and wholesale channels targeting both consumer and enterprise buyers.

Daelmans monetizes through one-time product sales across B2C and B2B channels, with the private label segment structured around custom flavors, sizes, and packaging tailored to specific retailer requirements, supported by an in-house R&D department. The company remains family-controlled in its fourth generation, led as of May 2024 by CEO Anke Penninx (succeeding Jeroen Daelmans, who moved to a supervisory role) alongside co-owner Rik Daelmans. No external investors, funding rounds, or public listing are disclosed, and no AI/ML capabilities are present in the product or operating model.

Name

Daelmans

Legal name

Daelmans banket bv

Website

https://daelmansgroup.com

Company type

Private

Founded year

1904

Operating status

Operating

Short description

Daelmans is a Dutch family-owned bakery (founded 1904) producing stroopwafels, biscuits, and pastries from three Netherlands facilities, selling under Daelmans Stroopwafels and De Molen's Banket brands plus private label for retailers in 30+ countries.

Ownership category

akta.pro rank

Product category

Baked Goods Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Cookies, Biscuits & Crackers (CRADABAD), Frozen Bakery Products Manufacturing (AFAKAAAF), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Stroopwafels manufacturing
• Dutch biscuits and pastries
• Private label bakery
• Artisan baked goods
• Confectionery production

Headquarters

HQ city

Nieuwkuijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Brands (B2C): Sale of proprietary consumer biscuit brands including Daelmans Stroopwafels and De Molen's Banket through retail channels and directly to consumers.
2. Private Label Manufacturing: Manufacturing biscuits and pastries under private label for specific food retailers in the Netherlands and neighboring countries, providing broad assortment across product groups with custom flavors, sizes, and packaging.
3. Out-of-Home/Food Service: Supply of biscuits and pastries to canteens, kiosks, and filling stations through De Molen's Banket brand.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Daelmans produces and sells a wide assortment of biscuits and pastries — including the flagship A-brand Daelmans Stroopwafels (available in 30+ countries), coconut biscuits, stroopkoeken, gevulde koeken, gevuld speculaas, cakes, speculaas and puff pastry products — under its own consumer brands (Daelmans Stroopwafels, De Molen's Banket) and as private-label co-manufacturing for food retailers in the Netherlands and neighboring countries.

Product overview

Daelmans is a traditional Dutch bakery company offering a wide range of biscuits and pastries across multiple product categories. The product portfolio includes stroopwafels (the flagship A-brand available in over 30 countries), coconut biscuits (with a vegan variant), Dutch caramel biscuits, filled biscuits, filled speculaas, cakes, speculaas, and puff pastry products. The company operates two consumer brands — Daelmans Stroopwafels and De Molen's Banket — alongside a private label manufacturing service for food retailers. Additional services include a consumer panel for product testing and in-house Research & Development for custom product development.

Differentiator

Problem solved

Functional benefit

Brands

• Daelmans Stroopwafels: A-brand consumer product available in more than 30 countries worldwide. Features crunchy biscuits with sweet syrup filling, available in original, honey, chocolate, and sea-salted caramel varieties.
• De Molen's Banket
• Daelmans Stroopwafels Private Label

Products and services

• Daelmans Stroopwafels (Syrup Waffles) The company's flagship A-brand stroopwafels — open-cut waffles filled with sweet syrup — sold in more than 30 countries worldwide. Available in Original, Honey, Chocolate, Caramel Sea Salt, Brownie, and Cappuccino varieties, in multiple sizes and packaging types.
• Kokoskoeken (Coconut Biscuits) Soft-baked coconut biscuits produced in various shapes and sizes, including a recently added vegan variant. Sold through retail and private label channels.
• Stroopkoeken (Dutch Caramel Biscuits) Two brittle biscuits with the company's familiar syrup sandwiched in between. Available in vanilla and speculoos variants.
• Gevulde Koeken (Filled Biscuits) Longstanding successful product featuring soft fillings of almond paste (with almond on top), apple, forest fruits or apricots. Available in different sizes and packaging types.
• Gevuld Speculaas (Filled Speculaas) Traditional Dutch festive-season treat produced from August through November. Available in different sizes, including an almond paste version and one with banketspijs (pastry paste).
• Cakejes (Small Cakes) The most versatile product in the range — available filled with jam or unfilled, with pink, brown or white coating and sweet colored drizzle toppings, in numerous size and finish variations.
• Speculaas Spiced biscuits for year-round enjoyment, produced as speculaas biscuits, large sharing pieces and speculaas doll cookies, made with a well-known blend of spices.
• Bladerdeeg (Puff Pastry) Puff pastry products including apricot turnovers, spijsbroodjes, small pastries with fruit filling, Dutch banketstaven and English mince puffs.
• Private Label Co-Manufacturing (Partnership) Co-manufacturing service for food retailers: Daelmans produces biscuits and pastries under retailers' own private labels, providing access to a broad assortment across product groups with various flavors, sizes and packaging types. Customers include food retailers in the Netherlands and neighboring countries.
• Research & Development (Custom Product Development) R&D service that develops new products and improves existing ones in collaboration with customers, including requests for smaller, healthier, vegan and gluten-free variants. Supports private label product innovation.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Villa Pardoes WinterRunminorOthers · 17 December 2022Daelmans was a proud sponsor of the 5th edition of the Villa Pardoes WinterRun, a charity running event held on December 17 in Kaatsheuvel. Employees also participated in the run to support Villa Pardoes, a foundation for children with a life-threatening disease.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Delacre:

Direct peers

• Lotus Bakeries: Belgian family-controlled biscuit and pastry group producing Biscoff caramelized biscuits, stroopwafels (Treets), and other baked treats with global distribution. Most direct competitor to Daelmans' stroopwafel and biscuit portfolio, with comparable heritage positioning and international reach.
• Continental Bakeries: Dutch-founded private-label biscuit and bakery manufacturer (now part of LBO France–backed platform) producing cookies, biscuits, and bakery products for European retailers. Highly comparable B2B private-label business model with adjacent consumer-brand exposure.
• Walkers Shortbread: Scottish family-owned shortbread and biscuit maker with deep heritage and global export presence. Mirrors Daelmans' family-business heritage positioning, artisanal craft story, and emphasis on international distribution of a single-origin product.
• Hellema: Dutch biscuit manufacturer (Nestlé-owned) producing cookies, filled biscuits, and traditional Dutch bakery treats for Dutch and European retailers. Closely comparable in product range, Dutch market focus, and heritage brand positioning.
• Hosta Group: German private-label biscuit and wafer manufacturer serving European retailers. Closely comparable B2B private-label contract manufacturing model with similar product categories (wafers, biscuits, filled products).
• De Beukelaer: Belgian-origin biscuit and cookie producer now focused primarily on private-label and co-manufacturing for European retailers. Closely comparable private-label biscuit manufacturing model with overlapping product categories.

Broad incumbents

• Bahlsen: Long-established German biscuit manufacturer (Leibniz, Pick-Up, Bahlsen brands) with European and international distribution. Comparable heritage, multi-category biscuit range, and European retail-channel orientation to Daelmans.
• Pladis (Yıldız Holding): Global biscuit, chocolate, and confectionery group (McVitie's, Jacob's, Carr's, Ülker) within Yıldız Holding. Comparable multi-category biscuits and global export model, with significantly larger scale and broader brand portfolio.

Regional players

• Vandemoortele: Belgian food group with bakery and frozen-pastry operations (including puff pastry and laminated doughs). Overlaps with Daelmans' bladerdeeg (puff pastry) product line and serves similar European foodservice and retail customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/people/Daelmans-Group/61556234445632
• LinkedInlinkedin.com/company/daelmans-banket-bv
• Instagraminstagram.com/daelmansgroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Daelmans