Ferrero Launches Nutella-filled Frozen Waffles

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Ferrero plans to launch frozen waffles filled with Nutella at retailers across the United States next spring. The product will initially come in one flavor; the company has discussed possible future expansion, but has not announced additional products or flavors.

Ferrero plans to launch Nutella-filled frozen waffles at retailers nationwide in the United States next spring, extending the spread’s presence in frozen breakfast. The company says the waffles will initially be sold in one flavor; it has not announced a specific launch date, price or package size.

The product combines a frozen waffle with a Nutella filling and is intended to be heated at home. Ferrero North America president and chief business officer Michael Lindsey told Food Dive that the company sees room to distinguish the waffles in a category he described as having limited innovation. Those comments reflect Ferrero’s assessment of the market, rather than an independent measure of product quality across competing brands.

Ferrero says frozen waffles are the second-largest segment by sales within frozen breakfast. The source report gives no sales figure, measurement period or underlying data for that ranking. It describes the category as led by Eggo and several smaller brands, with many products competing on larger packages and lower prices.

Lindsey said the company has begun discussing the product with retailers and described a meeting approach in which staff toasted a waffle before presenting it. He told Food Dive one large customer had expressed interest in taking the available supply. That account is an executive’s description of a customer conversation; Ferrero did not disclose a retailer commitment, order volume or expected production capacity.

Ferrero Extends Nutella Into Frozen Breakfast

The launch would give Ferrero another way to sell Nutella as part of a ready-to-heat breakfast, rather than only as a spread consumers add to other foods. For shoppers, a filled waffle could combine two familiar breakfast items in one packaged product. Whether that format appeals at its planned price and earns repeat purchases remains unknown.

For the frozen waffle aisle, the announcement signals an attempt by a major food company to compete through a branded filling and a premium positioning. Ferrero says it wants to make the occasion more enjoyable; that is the company’s stated aim, not evidence that consumers will see the product as more premium or that the launch will change category sales.

Nutella’s Move Beyond the Spread

Nutella was created in 1964 and entered the U.S. market in 2009, according to the source report. Ferrero has since introduced formats that position it for eating occasions beyond spreading it on bread, including Nutella & Go and Nutella B-Ready. The company has also brought Nutella into frozen foods in Europe, where it sells frozen crepes and doughnuts.

Ferrero has announced other product extensions in recent years, including Nutella Peanut and Nutella ice cream. Lindsey said the company believes such extensions can introduce the spread to new consumers. The waffle launch follows that strategy, while putting the brand into a U.S. frozen breakfast product. Ferrero considered pancakes as another possible format but selected waffles, Lindsey told Food Dive.

““When you walk down the frozen aisles in the U.S., you find a gigantic wall of waffles, and I would argue with minimal innovation in them.””

— Michael Lindsey, Ferrero North America president and chief business officer, speaking to Food Dive

Launch Details Still Pending

Ferrero has not disclosed the exact launch date, price, package size, nutrition information or how many waffles will be available. The source says the rollout is planned for next spring at retailers nationwide, but does not identify participating chains or explain whether every retailer will stock the product at launch.

The company has also not said whether it will add flavors, introduce pancakes or expand the waffles to markets beyond the United States. Lindsey described expansion as an area under consideration, not as a confirmed product plan. Retailer interest and projected consumer response have not been quantified.

Retail Rollout Expected Next Spring

The next confirmed milestone is the planned U.S. retail launch next spring. Ferrero may provide further details about participating retailers, pricing and product packaging closer to launch, but the source report does not give a date for any additional announcement.

After the waffles reach stores, sales and availability could help show whether the single-flavor product gains traction. Ferrero has not set out a public timetable for evaluating results or announced what would trigger further flavors or other breakfast products.

Key Questions

When will Nutella-filled frozen waffles be available?

Ferrero says the waffles are planned for retailers nationwide in the United States next spring. It has not provided an exact date.

What will the new waffles contain?

The announced product is a frozen waffle with a Nutella filling. Ferrero has not yet released full ingredient or nutrition details in the source report.

Will there be more than one flavor?

The waffles will initially be available in one flavor. Ferrero has discussed possible expansion but has not announced additional flavors.

Has Ferrero announced the price or retailers?

No. The company has not disclosed a price or named retailers that will carry the waffles. The announcement describes a planned nationwide retail launch.

Could Ferrero also launch Nutella pancakes?

Ferrero considered pancakes while choosing a breakfast format, according to Lindsey, and is looking at expansion opportunities. No Nutella pancake product has been announced.

Source: rss