Operating within the feature business, 36-year-old Ray Lim loved his first stroopwafel a few years in the past when a crowd buddy introduced a collect again from their travel to Amsterdam.
That includes a stability of gooeyness and a comfortable snap, in addition to a mixture of buttery vanilla flavours complemented via a marginally of cinnamon, what’s to not love in regards to the deal with?
Describing it as “easily one of the yummiest cookies” he’s ever had, Ray stated the deal with used to be in particular memorable since he may most effective revel in it hardly.
Terminating 12 months, any other buddy had introduced again some stroopwafels from Amsterdam, and as at all times, he had totally loved it. However this future, he had an epiphany. “It made me wonder: Why aren’t there more people selling them when they’re this tasty?”
Nearest looking round, he controlled to shop for a collect of the Dutch cookies from an area grocer. It used to be worthy, he stated, however simply didn’t have the intensity and the untouched style he craved.
This after made him miracle: What do the most productive stroopwafels style like?
That concept impressed Ray to pull a travel to Amsterdam, the place he ended up making an attempt “too many stroopwafels”. He ultimately topped a favorite, although, which used to be from Rudy’s Untouched Stroopwafels at Albert Cuyp Markt.
From there, Ray discovered a stroopwafel grasp, from whom he learnt learn how to put together conventional stroopwafels.
Believing in his dream of bringing those scrumptious Dutch treats to Malaysia, the founder installed upwards of RM350k to start out Oranje Tulip.
Bringing untouched stroopwafel tradition to Malaysia
A forte snack shop tucked in SS15, Oranje Tulip do business in untouched, hand-crafted stroopwafels that come without or with toppings. Every one is made untouched for visitors to revel in in-store or at the travel.
For the ones curious in regards to the identify “Oranje Tulip”, it in reality honours stroopwafel’s Dutch origins. Oranje way orange, in fact, except for it’s pronounced “oh-run-yer”. The color used to be selected because it’s the nationwide color of the Netherlands.
Due to this fact, tulip used to be selected because it’s probably the most important flower related to the rustic. It additionally expresses sure qualities like grace and good looks.
“We actually sell fresh stroopwafels the traditional Dutch way: A large, warm stroopwafel made right in front of you, perhaps in a bustling street market if you’re in the Netherlands,” Ray shared.
The founder correct that ready-made stroopwafels could also be yummy as is or when warm over a cup of espresso, however not anything beats playing a freshly made one.
“We’re very happy to be the first to offer that in Malaysia,” he added.
No longer forgetting that stroopwafels are regularly loved as a house snack and memento, Oranje Tulip additionally has ready-packed stroopwafels that may be loved at house or given as presents.
Except for stroopwafels, the spot additionally do business in drinks corresponding to espresso, tea, and ice or sizzling chocolate. Those are concocted to pair exceptionally neatly with stroopwafels, Ray stated.
Previous to Oranje Tulip, Ray worn to run a cafe in PJ a few years in the past. He seen that he does have alternative trade pursuits on the day, however Oranje Tulip is his manage precedence.
He expressed, “It’s a labour of pure love!”
Even supposing stroopwafels are nonetheless fairly unknown in Malaysia, Ray believes that on the subject of F&B, superior flavour trumps all. “My confidence stems from my belief in offering a genuinely delicious product, and of course its novelty factor may just be to my advantage.”
“Something genuinely yummy will be yummy everywhere else in the world.”
Balancing authenticity and localised flavours
To truly show off how scrumptious stroopwafel is, Ray seeks to significance most effective high quality, untouched, and actual elements with out a preservatives.
The dough rejected took the group greater than 100 tries and a few months to get proper, Ray stated. But it surely used to be a wanted procedure.
“If we wanted to introduce a new product to the market that can be accepted en masse, we needed it to be genuinely enjoyable,” he identified.
Up to imaginable, Oranje Tulip tries to do the entirety in-house, from toasting their very own nuts to creating their very own chocolate ganache.
The method of creating their stroopwafels contain blending a cookie dough, after the usage of a unique sizzling waffle press.
Opposite to usual trust, Ray shared, stroopwafels aren’t made via sandwiching two particular person cookies in combination, however instead reducing a unmarried slim cookie week heat. From there, the ‘stroop’ (the caramel-like syrup) is carried out, after two aspects are pressed again in combination.
“Every piece of stroopwafel has to be done this way, both for tradition and for the perfect thickness and texture,” Ray stated.
The modest recipe for the stroopwafel used to be taught to Ray via his coach, however the Oranje Tulip group confronted difficulties when it comes to uncooked elements. No longer the entirety that’s worn in Europe is definitely to be had in Malaysia.
And there’s the subject of style, too. Ray identified that many Southeast Asians most often significance cinnamon for savoury cooking, corresponding to Nasi Biryani and Daging Kicap Manis.
As such, he determined to tug again ever so reasonably at the cinnamon profile of their stroopwafels, week bringing out the butter and vanilla flavours.
“We even developed a very yummy salted caramel filling as an alternative, which doesn’t contain any cinnamon,” Ray stated. “That allows our customers to choose when they order a fresh one.”
Urgent ahead
The reality of the subject is that stroopwafels are nonetheless moderately untouched to Malaysians, so consciousness is sorely wanted.
It used to be difficult origination out, the founder admitted. Many didn’t trouble testing the shop, in order that they determined to present out detached samples to get crowd’s consideration. The trade may be hanging struggle into rising a social media presence.
“I believe if something is enjoyed and talked about enough (e.g. dalgona coffee), then it will eventually become mainstream,” Ray stated.
Shifting ahead, he has hopes to visible extra branches, most likely in usual department stores right through the Klang Valley. Ray may be having a look into the possibility of franchising, however most effective when Oranje Tulip reaches some degree of balance.
“On top of that, we do have a few exciting new food products in the pipeline, which will be rolled out gradually,” Ray seen. “But we will always maintain stroopwafels as our core product.”
Be informed extra about Oranje Tulip right here.
Learn alternative articles we’ve written about F&B companies right here.
Featured Symbol Credit score: Oranje Tulip
