Pirouline


Pirouline is a brand of rolled sweet wafer biscuit/cookie, sold by the DeBeukelaer Corporation in the United States. A filled version is called Crème de Pirouline.
United States production by the DeBeukelaer Corporation began in 1984 in Madison, Mississippi. The cookies are exported to 33 countries.

History

The DeBeukelaer family started making biscuits in Belgium in 1860. They founded the 1st Biscuit and Wafer Co., which the company claims invented the rolled wafer cookie.
In 1978, Peter DeBeukelaer, a descendant of the original founders in Belgium, founded DBC Corporation, also doing business as DeBeukelaer Corporation and as the DeBeukelaer Cookie Co. The same year, the company trademarked the Pirouline Swirl.
In 1984, DeBeukelaer established a cookie factory in Madison, Mississippi to make the Pirouline.
In 1993, the company introduced a cream filled version, which they served in tins.
In 2007, the company opened a 100,000-square-foot factory and warehouse to increase production.
In 2009, the company started packaging Crème de Pirouline in a 3.25 ounce tin can.
In 2015, the company reached a deal with Walmart to sell the Pirouline in 1,700 Walmart stores.
In 2001, the company launched its own tin can manufacturing to reduce the carbon footprint of shipping cans from suppliers, and to better match supply to demand.

Versions

The original Pirouline was a hollow rolled European style wafer with a trademark helical swirl, and it was lined with chocolate. In 1993, a version of the biscuit was introduced filled with a chocolate hazelnut creme filling, and named Crème de Pirouline. Other flavors of crème that have been produced include vanilla, strawberry, pumpkin spice or dulce de leche.
Originally sold in 2.5ox boxes the chocolate-lined biscuits are always sold in boxes, while the cream-filled ones are sold in tins or cartons.