In search of the best West Flemish product: Jules Destrooper comes up with unique treats

-Which product is it about?

-Choc ‘n Croc almond bread. Delicious pieces of almond bread covered with a layer of Belgian milk chocolate

-Where is it produced?

-The almond bread is produced on our site in Ypres.

-How did you come up with the idea for this product?

-We have conducted extensive market research which showed that snacking/munching is on the rise. This gave rise to the idea of ​​also making a bite-size variant of our iconic Jules Destrooper cookies. We then put various ideas into consumer research, with the Choc ‘n Croc emerging as the absolute winner.

-Why are you so proud of this product specifically?

-We are very proud of the fact that with this innovation we are meeting a different consumer need and thus reaching a new target group. In addition, it is a very innovative product for our brand in a new segment while we still guarantee the same quality and taste.

-Who are the main buyers of your product?

-With the Choc ‘n Croc we focus on a new and younger target group.

–What does Jules Destrooper stand for today?

-We work with very high quality ingredients: real butter, Belgian chocolate, almonds from Valencia, etc. In addition, our cookies are also 100% natural, which means that we do not add any colorings or preservatives. We have also stayed true to our roots and still bake our cookies according to the same age-old recipe. This ensures that we can continue to safeguard the unique and recognizable taste over the years. We continue to innovate, including on our core products (natural butter waffle, almond bread and Parisian waffle), but we are also continuously looking for ways to respond to the changing consumption behavior of our consumers. Snacking remains a pillar of growth, so we have another very tasty innovation in store for 2024. Our cookies, which are for sale in more than 60 countries, are produced in West Flanders by a team of 250 people.

-Why should readers vote for you?

-Jules Destrooper is a thoroughly Belgian brand that has remained true to its values ​​over the years. Despite the fact that we have been around since 1886, we still try to grow and innovate together with our consumers. The Choc ‘n Croc is a great example of how we focus on trends while remaining true to all the things that make us so unique as a brand.