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Ferrero plans to bring Nutella-filled frozen waffles to retailers across the United States next spring. The product will launch in one flavor, with the company considering future waffle varieties and other breakfast products, according to its North America chief business officer.
Ferrero plans to launch Nutella-filled frozen waffles at retailers nationwide in the United States next spring, bringing its hazelnut-cocoa spread into a new frozen breakfast product. The announcement adds a branded option to a category dominated by established waffle makers, though Ferrero has not given a specific launch date, price or package details.
The product, called Nutella Waffles, will initially come in one flavor, according to Food Dive’s report on the announcement. Ferrero describes the waffles as a way to make an everyday breakfast more enjoyable and premium. The report does not specify the waffle’s size, ingredients, nutrition information, packaging or whether consumers will need to toast it before eating.
Michael Lindsey, Ferrero North America’s president and chief business officer, said waffles are the second-largest segment by sales in frozen breakfast, citing company figures. He described store freezer aisles as crowded with large packs and lower-priced products, and argued that the category has seen little innovation. Those descriptions are Lindsey’s assessment of the market; the report does not provide independent sales figures or a category-wide analysis to test them.
Ferrero has already considered extending the waffle line and may explore pancakes, Lindsey said. He described a pipeline of possible products, but the company has not announced additional flavors, a pancake launch or dates for any follow-on products. For now, the confirmed plan is a single-flavor waffle launch in the United States next spring.
Nutella Enters the Waffle Freezer
The launch puts Ferrero’s familiar spread into a ready-to-heat frozen format, which could give shoppers a convenient alternative to spreading Nutella on waffles themselves. For Ferrero, the product offers a way to sell the brand as part of breakfast while competing for space in a large grocery category. Whether shoppers will pay a premium for a prefilled waffle, or whether the product will draw new buyers to the category, is not yet known.
The announcement also matters to retailers because Ferrero is seeking shelf space in a market where established brands already have strong visibility. Lindsey said retailer meetings included toasting a waffle so attendees could smell it, and he recounted that one major customer wanted all the product Ferrero could make. These comments indicate a positive response in sales discussions, but they do not confirm the size of any orders, production capacity or how much product stores will carry.
Consumers will have to wait until the planned launch to compare the waffles’ price, serving size and ingredients with existing frozen options. Until those details are released, the premium positioning remains the company’s stated aim rather than a demonstrated result at retail.
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Ferrero’s Expanding Breakfast Range
Nutella was created in 1964 and entered the U.S. market in 2009, according to Food Dive. Ferrero has increasingly presented the brand for occasions beyond a spread served with toast, including snacks and desserts. Nutella & Go pairs the spread with a crunchy biscuit, while Nutella B-Ready puts it inside a wafer shell.
The waffle announcement follows other product extensions, including Nutella Peanut and Nutella ice cream, which Ferrero introduced in the previous year, according to the report. In Europe, the company already sells frozen Nutella crepes and doughnuts, Lindsey said. That experience gives Ferrero existing frozen breakfast products under the brand, though the report does not say whether those products will be sold in the United States or share manufacturing with the new waffles.
Ferrero considered pancakes before settling on waffles for this product, Lindsey said. Waffles were selected for the initial launch, while pancakes remain a possible future direction rather than a confirmed addition. The company’s broader effort is to extend Nutella across more parts of the day, but the immediate announcement concerns the U.S. frozen waffle product.
““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
frozen breakfast waffles with Nutella
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Price, Ingredients and Store Details
Ferrero has not disclosed the waffles’ price, ingredients, nutrition facts, package size or precise on-sale date. The company has said distribution is planned for retailers nationwide next spring, but the report does not list participating chains or confirm whether every store will stock the product at launch.
It also remains unclear how many waffles Ferrero expects to produce, how much shelf space retailers have committed, or whether the line will expand beyond its single starting flavor. Lindsey’s comments about retailer enthusiasm do not establish final order volumes or consumer demand. The article provides no independent consumer research or sales forecast for the product.
The source does not clarify whether future flavors or pancakes are approved projects, and it gives no timeline for either possibility. Those options should be treated as under consideration, not as announced products.
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Retail Rollout Set for Spring
The next confirmed milestone is the planned U.S. retail launch next spring. Ferrero has not named a calendar date, so the announcement leaves open when products will begin shipping or appear in stores. Additional product information, including price, package details and participating retailers, may be released closer to launch.
After the waffles reach stores, their shelf placement and reported availability will show how broadly the nationwide plan translates into retail distribution. Ferrero has also said it is looking at expansion opportunities, but any new flavors or pancake products would require a separate announcement. Until then, shoppers and retailers have a launch window and an initial flavor count, but few details for comparing the product with existing choices.
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Key Questions
When will Nutella-filled frozen waffles be available in the United States?
Ferrero says the waffles are planned for next spring at retailers nationwide. The company has not announced a specific date.
How many flavors will launch?
The initial product will be available in one flavor, according to the report. Ferrero has not announced any additional varieties.
Will Ferrero also sell Nutella pancakes?
Ferrero considered pancakes before choosing waffles and may explore them in the future. No pancake product or launch date has been announced.
How much will the waffles cost?
Ferrero has not disclosed a price, package size or nutrition information. Those details are still unknown.
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