Rip Van Wafels
“Rip Van” is a metaphor for change and was inspired by the story of Rip Van Winkle who woke up to a changed world.
We believe people deserve better. Better means change and our company exists to create that change by inventing better convenient products that are uniquely delicious, healthier and beautifully designed, because convenience is necessary in today’s fast paced world.
The inspiration behind our first product, Rip Van Wafels, was to bring Americans a better indulgent snack, considering the unoriginal and unhealthy options out there. The idea was to create a different snack that has the indulgent taste of a candy bar with the sugar levels of a health bar.
We saw the Dutch “stroopwafel” as the perfect snack to re-invent. It is arguably one of the best tasting treats in the world but like most treats is loaded with sugar, made with poor ingredients and hasn’t changed in the last 200 years.
Since change is a continuous process, as a company we’re committed to continuously improving our products and launching these improvements every 2 years. So far we’ve launched 3 Rip Van Wafel iterations, reducing sugar levels from 14 to 8-9 grams while improving our ingredient quality and perfecting our signature crispy and chewy texture with preservative free 12 month shelf life.