Stroopwafel wars: supermarkets slash prices to 34 cents a pack

Dutch supermarkets are engaged in a price war over stroopwafels, with discount chain Dirk now selling a pack of 12 for 34 cents, according to Het Parool. This amounts to just over 2.8 cents per biscuit, making it one of the few food items getting cheaper. Tourists visiting Amsterdam pay around €13 for a single stroopwafel, significantly more than locals.

In mid-October, a similar pack of stroopwafels from Bakker Joop cost 42 cents at Jumbo and 38 cents at Dirk. Both Jumbo and Albert Heijn have since reduced their prices to 36 cents, although Albert Heijn's packs contain only 10 biscuits, resulting in a higher cost per waffle at 3.6 cents. Retail expert Paul Moers explained that the supermarkets are making no profit on these deals; instead, they serve as "lost leaders" to attract customers who will likely buy other items as well.

Not all supermarkets have joined the price reduction trend. Poiesz, a Frisian supermarket, continues to charge €1.15 for the same Bakker Joop pack, earning Moers' respect. Moers expects prices to drop further since the chains are already incurring considerable losses. Eventually, he said, "the joke will wear off" and the supermarkets will shift their focus to other products.

In Gouda, the birthplace of stroopwafels, bakers remain indifferent to the price reductions. Mike van den Berg of Berg's Bakery and Van Vliet Siroopwafels stated that the profitability of the product should not be questioned, as a baker's loyalty should come from their belief in the product's quality.