Ferrero is taking its Nutella brand into the frozen waffle category in the US with the launch of Nutella-filled frozen waffles, as the company seeks to create a premium offering in a largely established breakfast segment.
The new product will be available nationwide at US retailers from spring 2027. It will initially be offered in a single flavour.
According to Ferrero, waffles are the second-largest segment of the US frozen breakfast category by sales. The segment is led by Eggo along with several smaller brands, with competition largely focused on larger pack sizes and lower prices.
Michael Lindsey, president and chief business officer of Ferrero North America, said the frozen waffle aisle has seen limited innovation, with products traditionally positioned primarily as a quick and convenient source of breakfast calories.
Ferrero is positioning its Nutella Waffles differently, targeting consumers looking for a more enjoyable and premium breakfast occasion.
The product also builds on Nutella’s long-standing association with breakfast. The spread has traditionally been served with toast and is widely used as a topping for pancakes, waffles and other breakfast foods.
Expanding beyond the spread
Nutella already has a presence in frozen breakfast products in Europe, including frozen crepes and doughnuts. Ferrero said extending the brand into new formats has helped attract consumers who may not otherwise purchase the original spread.
The company is also considering further expansion of its frozen breakfast platform. While pancakes were evaluated during product development, Ferrero selected waffles as its first US launch in the category.
The company could eventually introduce additional waffle flavours and expand into other breakfast formats.
Nutella, created in 1964, entered the US market in 2009. Ferrero has increasingly expanded the brand beyond its traditional positioning as a breakfast spread, developing products designed for consumption across different occasions.
Recent extensions have included Nutella & Go, featuring biscuits with Nutella, Nutella B-Ready, a wafer filled with the spread, Nutella Peanut and Nutella ice cream.
Nutella Peanut marked the brand’s first new spread flavour in 63 years, while the ice cream launch further extended the brand into the dessert category.
Ferrero is now using the frozen waffle launch to strengthen Nutella’s presence in breakfast while offering retailers a differentiated product in a mature category.
The company’s North American leadership expects strong retailer interest in the new product, reflecting the broader strategy of using Nutella’s brand equity to enter adjacent food categories and create new consumption occasions.