Business · Companies · 5 hrs ago
Dutch supermarkets cut stroopwafel prices to attract shoppers
Dutch supermarkets are sharply cutting stroopwafel prices to attract shoppers in a price war.
Dirk is selling a pack of 12 for 38 cents, while Aldi charges 39 cents this week and Jumbo, Albert Heijn and Lidl charge 42 to 43 cents.
The pack cost 78 cents earlier this year.
Stores use familiar everyday goods as loss leaders: they may sell them with little or no profit so customers choose their supermarket.
The aim is to encourage shoppers to buy the rest of their groceries there, where prices on branded and other products can make up for the discounts.
Stroopwafels may be a useful price-comparison item because they were previously included in the Consumers’ Association’s basket for comparing supermarket prices.
They were last included in 2023, and the basket changes regularly.
The low prices help supermarkets look cheaper, but the sources do not say how long the discounts will continue.
Dutch supermarkets are sharply cutting stroopwafel prices as part of a competition to attract shoppers.
Dirk is selling a pack of 12 stroopwafels for 38 cents, down from 78 cents earlier this year.
Prices reported at other chains range from 39 cents at Aldi to 43 cents at Lidl.
Supermarkets use familiar everyday products as loss leaders to draw customers and strengthen their image as low-price stores.
Stroopwafels may have been targeted because they were previously included in the Consumers’ Association’s supermarket price comparison.
- Who
- Dutch supermarket chains, including Dirk, Aldi, Jumbo, Albert Heijn and Lidl.
- What
- Supermarkets have cut stroopwafel prices to attract shoppers.
- When
- Reported on 13 October 2026; the price competition is described as the latest one.
- Where
- Supermarkets in the Netherlands.
- Why
- To bring customers into stores, reinforce a low-price image and perform better in price comparisons.
This story does not have two clearly opposing sides.
A pack of stroopwafels cost 78 cents.
Stroopwafels were last included in the Consumers’ Association’s supermarket price comparison.
Aldi priced a pack at 39 cents, while Jumbo and Albert Heijn charged 42 cents and Lidl charged 43 cents.
Hart van Nederland reported Dirk was selling 12 stroopwafels for 38 cents.
- Dirk price
- 38 cents for 12 stroopwafels
- Earlier price
- 78 cents per pack earlier this year
- Aldi price
- 39 cents per pack this week
- Jumbo and Albert Heijn price
- 42 cents per pack
- Lidl price
- 43 cents per pack
- Consumers’ Association comparison
- Stroopwafels last included in 2023
Sources
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