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I'd think there would be several ways you could build a bigger retail market.
You could try giving away a fancy waffle maker to a certain portion of your customers who buy syrup from you. Not an announced program, just something you ship out along with the bottle you send, saying, "Thanks for being a customer. We wanted to give you this as a thank you for your business." Or instead of the waffle maker, you could package an extra bottle of syrup in every few orders. Syrup isn't cheap, and customers would be thrilled to get an extra, along with a note that thanks them for their business.
In the social sphere, if you just want to get the word out, search Twitter for people talking about waffles or pancakes. Find some influencers among that group and tweet them an offer for a free bottle of syrup to try. Do the same thing with blogs - find popular bloggers talking about syrup, or about waffles or pancakes, or even about healthier alternatives to sugar (my wife and I use grade B maple syrup instead of sugar because of the lower glycemic index and suitability to our paleo/primal diet) and offer them some product to try.
I would be thrilled to get a bottle of syrup to use. I've got kids, and we go through it fast. I guarantee I'd talk it up and link to the website if that happened. And if you have a good product, good prices and reasonable rates for shipping, I would definitely come back.