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Ferrero plans to launch frozen waffles filled with Nutella at retailers nationwide in the U.S. next spring. The product will initially come in one flavor; price, exact launch date and nutritional details have not been announced in the source report.
Ferrero plans to bring Nutella-filled frozen waffles to retailers nationwide in the United States next spring, extending the hazelnut spread brand into a frozen breakfast category led by established waffle brands. The company says the waffles will launch in one flavor; it has not announced a price or exact on-shelf date.
The product is a frozen waffle with Nutella filling, designed to be heated at home. Ferrero North America president and chief business officer Michael Lindsey told Food Dive that the launch is intended to offer a more enjoyable, premium breakfast option. The report does not provide serving, ingredient, nutrition or package-size details.
Ferrero says waffles are the second-largest segment by sales in frozen breakfast. The category is dominated by Eggo alongside smaller brands, according to the report. Lindsey said competitors have focused on larger packs and lower prices, with what he described as limited product innovation.
Ferrero will begin with a single flavor but is considering broader opportunities. Lindsey told Food Dive that the company is already looking at possible extensions to the waffle line. He said Ferrero had also considered pancakes before choosing waffles, but gave no timeline or commitment for additional products.
Nutella Moves Deeper Into Breakfast
The launch puts a familiar spread inside a ready-to-heat frozen product, instead of relying on shoppers to add it to toast, pancakes or waffles themselves. That gives Ferrero a new way to sell Nutella as a breakfast item and places the brand directly in a supermarket aisle where established products compete on convenience, pack size and price.
For shoppers, the announcement signals another branded frozen breakfast option, but its practical appeal will depend on details still missing, including price, availability by retailer and nutrition information. Ferrero’s stated plan to launch nationwide indicates broad intended distribution, though the report does not specify whether every retailer will carry it from the start.
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Ferrero’s Recent Nutella Extensions
Nutella was created in 1964 and entered the U.S. market in 2009, according to the source report. Ferrero has increasingly presented the spread for use throughout the day, with products including Nutella & Go and Nutella B-Ready. The company also sells frozen Nutella crepes and doughnuts in Europe.
Last year, Ferrero introduced Nutella Peanut, which the report describes as the brand’s first new flavor in its 63-year history, as well as Nutella ice cream. The frozen waffle launch continues that product expansion into another format and category. The source does not say whether the waffle will be made or sold in the same way as Ferrero’s European frozen products.
““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
The source report does not give an exact release date, retail price, package size, ingredients, nutrition facts or allergen labeling. It also does not identify which retailers have confirmed orders or say how much product Ferrero plans to make.
The company has discussed potential product extensions, but no additional waffle flavors or pancake launch have been confirmed. The report provides no independent sales forecast or evidence yet of how shoppers will respond to the new product.
Retail Rollout Expected Next Spring
Ferrero says the waffles are scheduled to reach U.S. retailers nationwide next spring. Further details, including price, package format and a more precise launch window, may be announced as the rollout approaches. The company has not provided a date for any follow-on products.
Key Questions
What is Ferrero launching?
Ferrero plans to launch a frozen waffle filled with Nutella, the company told Food Dive.
When will the waffles be available?
The planned U.S. launch is next spring. The source report does not give an exact date.
Where will Nutella-filled waffles be sold?
Ferrero says they will launch at retailers nationwide in the United States. The report does not list participating retailers.
Will there be more than one flavor?
The waffles will initially launch in one flavor. Ferrero says it is considering expansion opportunities, but has not confirmed other flavors.
How much will the waffles cost?
No price has been announced in the source report. Package size and nutrition information are also not provided.
Source: rss
