Ferrero to Launch Nutella-Filled Frozen Waffles in US

· Agriculture & Food · United States

Ferrero is launching Nutella-filled frozen waffles in the U.S. next spring, Food Dive reported. An executive described the product as a premium option in a frozen waffle space that has lacked meaningful innovation. The move extends the Nutella brand beyond its traditional spreads and into the frozen breakfast category, leveraging one of the company's best-known trademarks. The launch reflects food manufacturers' strategy of using established brands to enter adjacent categories and command higher price points. The report did not specify pricing, retail partners or exact launch dates beyond the spring window.

Why it matters：Brand extensions from spreads into frozen breakfast show how CPG companies are stretching iconic trademarks into adjacent categories to capture premium pricing and revive stagnant aisles.

Key points

  • The product is set to launch in the U.S. next spring.
  • It is positioned as a premium option in a space lacking meaningful innovation.
  • The launch extends the Nutella brand into frozen breakfast.

Sources (original reporting)

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