Belgian Boys Partners with Misfits Market to Launch the First Upcycled Stroopwafel
Brand Logo Belgian Boys dividng line Sep 15, 2021

The Brooklyn-based food startup Belgian Boys is partnering with Misfits Market to launch an upcycled stroopwafel - available exclusively via the Misfits online marketplace starting September 20, 2021.

“In the process of making the round cookie shape of the stroopwafel, there are delicious waffle pieces left behind,” says Belgian Boys co-founder Greg Galel. “Typically about 3% of scraps are mixed back into the batter but we upped the game to take more than 4x the delicious leftovers and minimize food waste as much as possible.”


According to Spoonshot, a food AI company, interest in upcycling is on the rise - with a 128% increase in interest across business media in the past year. Inventive companies like Belgian Boys are able to reduce the environmental impact of their products while maintaining high quality and delicious taste. The Upcycled Stroopwafel uses 12.5% repurposed cookies in the recipe but offers 100% of the same deliciousness as the original.

“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,” says Belgian Boys CEO 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 one of Belgian Boys best selling treats. Like the original, the Upcycled Stroopwafel are made with premium Non-GMO ingredients and are Kosher certified, nut free, and free from high fructose corn syrup, artificial flavors, colors, or preservatives.

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