Daelman appoints Levercliff

Dutch-based bakery Daelmans has appointed Levercliff as their category consultants as it looks to expand its presence in the UK market and hit sales targets.

Daelmans was founded in 1904 as a small bakery in Vlijmen and over the last century has developed into an international business that exports its range of cakes and pastries to over 30 countries, as Daelmans-branded products and as an Own Label supplier for Tesco and Sainsburys. The bakery is best known for its Stroopwafels, a waffle biscuit with a caramel centre.

Levercliffs has been appointed as the company looks to the future with growth targets in the UK and US. Levercliff will be drawing on their years of category experience, having worked with brands in the bakery sector including Border Biscuits, The Cake Crew and Cust & Crumb. The relationship between two companies has begun with the recent listing of Daelmans Minis in more than 200 Tesco stores across the UK.

“Daelmans is such an iconic brand – both in its home territory of the Netherlands but also around the world. At Levercliff, we have 30-years of experience coupled with fantastic breadth of category-specific knowledge and expert consumer insight – all this puts us in the perfect position to help achieve Daelmans goals,” said John Humphrey, Category Director at Levercliff.

“Our business has grown fantastically since Hermanus Daelmans first set up his family bakery in 1904. One thing that hasn’t changed in our secret recipe for our original Stroopwafels, and our ambition to allow as many people as possible to enjoy our repertoire of baked goods which we are exceptionally proud of. Levercliff have a depth of understanding of our business, the bakery category, and where we see our business growth. We look forward to working with them as they implement our strategy in the UK.”

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: editor@in-bakery.com

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