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Ferrero plans to launch Nutella-filled frozen waffles at U.S. retailers nationwide next spring. The product will initially come in one flavor; the company has discussed possible future waffle flavors and pancakes, but has not announced those products.
Ferrero plans to launch Nutella-filled frozen waffles at retailers nationwide in the United States next spring, extending its hazelnut cocoa spread into a frozen breakfast product. The waffles will initially be sold in one flavor, the company said.
The new product is a frozen waffle with Nutella filling. Ferrero North America president and chief business officer Michael Lindsey told Food Dive the company chose waffles after considering pancakes as another possible route into frozen breakfast. Ferrero has not provided a price, package size, exact release date or retailer list in the report.
Ferrero describes waffles as the second-largest segment by sales in frozen breakfast. The category includes Eggo and smaller brands. Lindsey argued that many offerings have focused on larger packs and lower prices, with limited product innovation. That is his assessment of the market, rather than an independently established finding in the report.
The waffles are intended to make a familiar breakfast item feel more enjoyable and premium, Lindsey said. The company says it is considering future extensions to the waffle range and a possible move into pancakes, but no additional products or launch dates have been confirmed.
Nutella Moves Into Frozen Waffles
The launch gives Ferrero another way to sell Nutella as part of breakfast at home, rather than only as a spread or an ingredient consumers add to food themselves. Frozen waffles are a ready-to-heat format, and the filled design puts Nutella inside the product.
For shoppers, the immediate change is a new branded option planned for nationwide retail availability, though availability will depend on the launch proceeding as described. For Ferrero, the product could test whether shoppers want a premium, filled waffle among established frozen breakfast choices. The report contains no sales forecasts or consumer research results, so the likely demand and commercial impact remain unknown.
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Ferrero’s Broader Nutella Expansion
Ferrero says the waffles connect Nutella with its breakfast associations, including its use with toast in European cafes and as a topping for pancakes and waffles in the United States. The brand was created in 1964 and entered the U.S. market in 2009, according to the report.
In recent years, Ferrero has introduced Nutella products for different occasions. The report cites Nutella & Go, a portable biscuit-and-spread snack, Nutella B-Ready wafer bars, Nutella Peanut and Nutella ice cream. Ferrero also sells frozen Nutella crepes and donuts in Europe, Lindsey said. Those products provide precedents for extending the brand beyond its original spread, but do not establish how the U.S. waffles will perform.
““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, president and chief business officer for Ferrero North America, speaking to Food Dive
Launch Details Still Pending
The report gives next spring as the planned launch timing but does not name a calendar year or exact date. It also does not specify price, pack size, nutritional details, or which retailers will stock the waffles.
Ferrero has announced only one initial flavor. Any additional waffle flavors or pancakes remain possibilities under consideration, not confirmed products. The source does not provide production volumes, expected sales, or independent evidence for Lindsey’s characterization of the category.
Retail Rollout and Product Plans
Ferrero’s stated next milestone is the nationwide U.S. retail launch next spring. Further information about timing, packaging, price and retailer participation may clarify how the product will reach shoppers.
The company says it is exploring extensions to the waffle line and potentially pancakes. Until Ferrero announces specific products and dates, those plans remain under consideration.
Key Questions
When will Nutella-filled frozen waffles be available?
Ferrero says the U.S. launch is planned for next spring. The report does not specify the calendar year or an exact date.
Where will the waffles be sold?
Ferrero plans to sell them at retailers nationwide in the United States. The company has not named specific retailers in the report.
How many flavors will launch?
The waffles will initially be available in one flavor. Ferrero has not announced additional flavors.
Is Ferrero also launching Nutella pancakes?
No pancake launch has been announced. Ferrero considered pancakes before selecting waffles and says it is exploring possible future expansion.
How much will the waffles cost?
The report does not include a price, package size or other purchase details.
Source: rss
