Real ingredients, less sugar, no shortcuts on taste. Built on prebiotic fiber. Seven treats worth slowing down for. Rip Pruisken grew up in the Netherlands, where a treat has a ceremony. You rest a stroopwafel on a warm mug of coffee or tea, let the steam soften the caramel, and eat it slowly. On purpose. When he got to Brown University, he brought stroopwafels with him. His friends devoured them. By junior year, he and co-founder Marco De Leon were back in the dorm at 3am, making hundreds by hand and selling them for a dollar each on the campus green. So they went back to first principles. Deconstructed every component: the dough, the filling, the coating. Rebuilt each one from scratch with fiber-forward formulations and no synthetic fillers. Today, Rip Van offers seven distinct treats: stroopwafels, wafers, cookies, confections and beyond. Together they form the largest better-for-you assortment of sweet snacks in the US. From Whole Foods to Costco, Rip Van is now in over 20,000 stores across the country.