Nutella is headed to the freezer aisle, according to an exclusive from Food Dive.
Ferrero plans to launch frozen waffles filled with the signature spread at retailers across the U.S. next spring, marking the latest expansion for the Italian-owned confectioner.
Waffles are the second-biggest segment in frozen breakfast by sales, according to Ferrero, and Eggo dominates it along with a handful of smaller brands. Michael Lindsey, president and chief business officer for Ferrero North America, said many of those brands have leaned on bigger packs and lower prices, sometimes at the cost of ingredient quality.
By introducing a premium waffle, Ferrero aims to shift that dynamic. Nutella started out as something people spread on toast in European cafes, and Americans already pile it on pancakes and waffles. In Europe, the company sells frozen Nutella crepes and donuts, and Lindsey said expanding the brand’s portfolio has pulled in new customers.
The waffles will launch in one flavor. Ferrero considered pancakes before settling on waffles, and both more flavors and a move into pancakes are possible down the line.
This jump into the freezer aisle is part of a bigger change for the family-owned company. After more than six decades of sticking to its single, iconic recipe, Ferrero broke the mold earlier this year with the launch of Nutella Peanut, the first new flavor in the brand’s history. Between that debut and the recent nationwide rollout of Nutella ice cream, it’s clear the company is moving quickly to put the Nutella name on a lot more than just a jar of spread.
Sources: Ferrero, PR Newswire, Nutella, Food Dive