• Company

    The Brand Passport

  • SectorConsumer Products
  • ActivityOverseas brand management
  • Date03 May 2023
  • CountryUSA - Netherlands

Daelmans increases shareholding in US-based consumer brand specialist The Brand Passport


New York based The Brand Passport is specialized in facilitating market entry for overseas confectionery brands in the USA. The company offers a comprehensive range of business management services for foreign specialty food brands, including brand management, sales, finance, and logistics. More specifically, The Brand Passport takes care of import, warehousing, distribution, logistics, consumer research, package design, channel development, strategic planning, and marketing activities. The company only represents highly distinctive brands and is specialized in biscuit, snack, and confectionery categories. Two major brands supported by The Brand Passport are Daelmans Stroopwafels from The Netherlands and Belgium-originated Jules Destrooper Biscuits.   

Daelmans is a family business founded as small bakery in 1904. Now run by the fourth generation Daelmans, the company produces multiple types of biscuits, cakes, and pastries, both under the Daelmans brand and private label. Consumer’s absolute favourite is the famous Daelmans Stroopwafel, an open-cut waffle filled with syrup. The company operates three commercial bakeries throughout the Netherlands and employs over 300 bakery, QA, R&D, technical, logistic, service and back-office specialists. Daelmans products are offered via retailers, wholesalers, and direct-to-consumer throughout countries across the globe.

The Brand Passport was founded in 2010 by Thomas Daley, who remains CEO to date. In 2012, Daelmans and CCO Scott Jones were onboarded as shareholder. Over ten years later, the shareholder construct has now been restructured again. As a result of recent changes, Daelmans now holds a majority stake in The Brand Passport. Both Daley and Jones continue driving the business in their current leadership roles.

For more information: The Brand Passport and Daelmans