Following a competitive pitching process, market-leading Dutch-based bakery, Daelmans, has appointed Levercliff as their category consultants as it looks to expand its presence in the UK market and hit ambitious sales targets.
Daelmans was founded in 1904 as a small bakery in Vlijmen and over the past 100 years, has developed into an international business that exports its range of cakes and pastries to over 30 countries – both as Daelmans-branded products and as an Own Label supplier for the likes of Tesco and Sainsburys. Daelmans is best known for its Stroopwafel product, a waffle biscuit with a caramel centre.
Levercliff has been appointed as the business looks towards the future, with ambitious growth targets in both the UK and USA. Levercliff will draw on their years of category experience – having worked with brands in the bakery sector including Border Biscuits, The Cake Crew and Crust & Crumb – to deliver a programme of activity that will help enhance Daelmans overall UK brand plan.
The working relationship has gotten off to a flying start with the recent listing of Daelmans Mini’s into more than 200 Tesco stores across the UK.
John Humphrey, Category Director at Levercliff, comments:
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.
Sharon Haydon, National Account Manager at Daelmans, adds:
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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