Rip Van Wafels

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Today, I'm joined by Rip Preskin, who's the CEO and co-founder of Rip Van, a company that's rethinking what indulgent snacks can be.

Rip Van is betting that consumers don't want to give up cookies and sweets, and they simply want products that deliver the indulgence and nostalgia they love while really fitting into what they want to eat today.

I have been a fan of the product for years now.

It was actually one of the first products within the natural halo that I tried as I was getting into this industry and have fallen in love with it.

That's amazing.

I think you grew up in the Netherlands, and so I'm sure it's extremely familiar.

And the U.S., right? I think I've never seen a Stroopwafel until I actually saw Rip Van.

protein, flavors like truffle reserved.

Rip Van hired a former Hershey exec, Hershey US president and CEO.

Todd Tillman takes over the wafer brand.

They passed 100 million in retail sales.