Ferrero is spreading its Nutella brand into frozen waffles as the sweets giant aims to shake up a category hungry for disruption.
The new offering, which is a frozen waffle with a Nutella filling, will launch in the U.S. next spring at retailers nationwide.
Waffles are the second-largest segment by sales in frozen breakfast, according to Ferrero.
It’s also a category that is dominated by Eggo and several smaller options. Many of these brands have flooded the category with bigger packs and cheaper waffles, sometimes with lower-quality ingredients, said Michael Lindsey, president and chief business officer for Ferrero North America.
“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,” Lindsey said in an interview. “It's been more about satiation in the morning, as quick as you can to get out the door with some calories in your stomach.”
Nutella Waffles bring the brand back to its breakfast roots as an addition to toast in a European cafe. It's also a common topping for pancakes, waffles and other breakfast staples in the U.S.
The Nutella-filled waffles are designed to make the breakfast staple a more “enjoyable” and premium occasion, Lindsey noted.
Nutella itself is no stranger to frozen breakfast. The brand already sells frozen crepes and donuts in Europe, and Ferrero has found that expanding Nutella has attracted new consumers to the spread, Lindsey said.
Nutella Waffles will initially be available in the single flavor. The company could eventually expand its waffle flavor platform and potentially move into pancakes, which Ferrero also considered before selecting waffles.
“We're already looking at expansion opportunities, and there'll be a whole pipeline coming,” Lindsey said.
Nutella was created in 1964, but it has only been in the U.S. since 2009.
In recent years, Ferrero has positioned Nutella as an option for consumers throughout all parts of the day, from breakfast to dessert.
Ferrero has launched a portable format through Nutella & Go, a crunchy biscuit with Nutella spread inside, and Nutella B-Ready, a crispy wafer shell filled with Nutella. Last year, Ferrero introduced Nutella Peanut, the brand’s first new flavor in its 63-year history, and Nutella ice cream.
When selling retailers on Nutella Waffles, Lindsey said the company began meetings by putting one in a toaster to let the smell permeate the air. Executives aren't allowed to taste until the meeting has finished to build anticipation.
“This is the easiest selling job I've ever had in my history in CPG,” he said. “One of our biggest customers said, ‘I will take every waffle you can make. I want all of them.' ”
