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Pirouline cookie tin.jpg
Pirouline cookie tin
Product typeRolled sweet wafer biscuit/cookie
OwnerDeBeukelaer Corporation
CountryBelgium and United States
IntroducedEarly 1900s (Belgium) and 1984 (United States)

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.[1]


The DeBeukelaer family started making biscuits in Belgium in 1860.[2] They founded the 1st Biscuit and Wafer Co., which the company claims invented the rolled wafer cookie.[2]

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.[3][4] The same year, the company trademarked the Pirouline Swirl.[1]

In 1984, DeBeukelaer established a cookie factory in Madison, Mississippi to make the Pirouline.[4]

In 1993, the company introduced a cream filled version, which they served in tins.[1]

In 2007, the company opened a 100,000-square-foot factory and warehouse to increase production.[2]

In 2009, the company started packaging Crème de Pirouline in a 3.25 ounce tin can.[1]

In 2015, the company reached a deal with Walmart to sell the Pirouline in 1,700 Walmart stores.[5]

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.[1]


The original Pirouline was a hollow rolled European style wafer with a trademark helical swirl, and it was lined with chocolate.[4] In 1993, a version of the biscuit was introduced filled with a chocolate hazelnut creme filling, and named Crème de Pirouline.[1] Other flavors of crème that have been produced include vanilla, strawberry, pumpkin spice or dulce de leche.[6]

Originally sold in 2.5oz boxes the chocolate-lined biscuits are always sold in boxes, while the cream-filled ones are sold in tins or cartons.[7]


  1. ^ a b c d e f "Pirouline Opens Tin Factory". madisoncountymagazine.com. 2018-09-05. Retrieved 2019-07-13. CS1 maint: discouraged parameter (link)(subscription required)
  2. ^ a b c "Madison wafer maker on roll with 1,700-store Walmart deal". msbusiness.com. 2015-09-24. Retrieved 2019-07-12. CS1 maint: discouraged parameter (link)
  3. ^ "Company Overview of D.B.C. Corporation". bloomberg.com. Retrieved 2019-07-12. CS1 maint: discouraged parameter (link)
  4. ^ a b c "Pirouline Cookies 'Unwrapped'". WAPT.com Inc. Archived from the original on 2011-07-23. Retrieved 2007-10-13. CS1 maint: discouraged parameter (link)
  5. ^ "Madison wafer maker's Pirouline Swirls to be sold at Walmart". wlbt.com. 2015-09-25. Retrieved 2019-07-13. CS1 maint: discouraged parameter (link)
  6. ^ "Our products". pirouline.com. Retrieved 2019-07-14. CS1 maint: discouraged parameter (link)
  7. ^ "D.B.C. Corp. dba Pirouline". specialtyfood.com. Retrieved 2019-07-14. CS1 maint: discouraged parameter (link)

See also[edit]

External links[edit]