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Ferrero plans to launch Nutella-filled frozen waffles at retailers across the United States next spring. The product will initially come in one flavor; pricing, exact launch date and further product details have not been disclosed.
Ferrero plans to launch Nutella-filled frozen waffles at retailers nationwide in the United States next spring, bringing its hazelnut-cocoa spread brand into a frozen breakfast category led by established waffle brands. The waffles will initially be offered in one flavor, the company said.
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 company wants to position the waffle as a more enjoyable, premium breakfast option rather than simply a quick source of morning calories. The report did not provide a product price, package size, nutrition information or detailed preparation instructions.
Ferrero says waffles are the second-largest segment by sales in frozen breakfast. Lindsey described the U.S. freezer section as crowded, with Eggo and smaller brands competing through larger packages and lower prices. He argued that the category has seen limited product innovation, presenting an opening for a branded waffle with a filling.
The initial launch will focus on Nutella flavor, but Ferrero is considering additional opportunities. Lindsey told Food Dive that the company is already exploring a broader product pipeline. Pancakes were considered before Ferrero selected waffles, though the company has not announced plans or dates for a pancake product.
A New Option in Frozen Breakfast
The launch puts Ferrero into a high-visibility supermarket category where shoppers often choose among familiar frozen waffle brands. A Nutella-filled product gives the company a way to connect a well-known spread with a ready-to-heat breakfast item, potentially attracting both existing Nutella buyers and shoppers looking for a different frozen option.
For consumers, the practical appeal will depend on details not yet provided, including price, pack size, availability and nutrition. Ferrero’s premium positioning also sets up a question for retailers: whether shoppers will pay more for a filled waffle than for conventional frozen waffles. The company has not disclosed sales targets or retailer commitments that would establish expected demand.
The announcement also reflects Ferrero’s effort to extend Nutella beyond the jar and into more occasions and formats. The waffle offers the brand a direct entry into the frozen breakfast aisle, rather than relying only on consumers to spread Nutella on products they already buy.
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Nutella’s Move Beyond the Jar
Nutella was created in 1964 and entered the U.S. market in 2009, according to the source report. Ferrero has since expanded the brand into portable products including Nutella & Go, which pairs the spread with crunchy biscuits, and Nutella B-Ready, a filled wafer. The company has also introduced Nutella ice cream.
The waffle announcement follows other product extensions, including Nutella Peanut, described in the report as the brand’s first new flavor in its 63-year history, and frozen crepes and donuts sold in Europe. Those products show that Ferrero has tested Nutella in formats beyond its original spread, although their availability in other markets does not confirm plans for the same products in the United States.
Ferrero’s breakfast positioning draws on Nutella’s use as a topping for toast and other morning foods. The new product instead builds the spread into the waffle itself, making it a ready-made filling rather than an addition consumers apply at home.
“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
frozen breakfast waffles with Nutella
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Launch Details Still Pending
Ferrero has announced a nationwide U.S. retail launch next spring, but the report does not identify an exact date, retailers, price, package size or the number of waffles in a box. The company has not released nutritional details, ingredient information or product imagery sufficient to clarify the waffle’s size and filling.
It is also unclear whether the launch will be followed by other flavors or by Nutella pancakes. Lindsey described expansion as an area under consideration, not as a confirmed product schedule. His account of positive retailer interest was not accompanied by named retailers, order figures or production volumes.
premium frozen waffles with filling
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Retail Launch Details to Come
Ferrero’s stated next step is to bring the single-flavor Nutella-filled waffle to U.S. retailers nationwide next spring. The company has not announced when product listings, pricing or package details will be made public. Retail availability may vary, and the broad launch plan does not identify specific stores.
Any further products remain prospective. Ferrero may disclose additional flavor or format plans as the launch approaches, but no confirmed timetable for those developments was included in the report.
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Key Questions
When will Nutella-filled frozen waffles be available?
Ferrero says the waffles are planned for a U.S. launch next spring. It has not announced an exact date.
Where will the waffles be sold?
The company plans a launch at retailers nationwide in the United States. Specific retailers have not been named.
What flavors are planned at launch?
The waffles will initially be sold in one flavor: a waffle filled with Nutella. Ferrero has not confirmed additional flavors.
How much will the waffles cost?
Ferrero has not disclosed a retail price, package size or number of waffles per package.
Will Ferrero also make Nutella-filled pancakes?
Pancakes were considered during product development, and Ferrero says it is exploring expansion opportunities. No pancake product or launch date has been confirmed.
Source: rss
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