Ferrero to launch Nutella Waffles in the United States

Ferrero is expanding its Nutella brand into the frozen breakfast market with the upcoming launch of Nutella Waffles in the United States. Scheduled to arrive in retailers nationwide by spring 2027, the product consists of frozen waffles with a Nutella filling designed to offer a premium, indulgent breakfast experience.

Michael Lindsey, president and chief business officer of Ferrero North America, noted that while the frozen waffle segment is a major part of the American breakfast market, innovation in the aisle has been minimal, with most products focusing on large-format convenience. Ferrero aims to differentiate itself by positioning Nutella Waffles as a high-end, dessert-like option for consumers seeking gratification alongside convenience.

The company is considering further expansions into the breakfast category, including potential entries into the pancake segment, as it seeks to leverage its iconic spread in adjacent food categories.