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The Belgian Waffles by Warburtons

Adriana Motta
Apr 29, 2024
2 min read

The British brand introduced authentic-style Belgian waffles to the UK retail bakery market. The product features the distinctive deep grid pattern and rich, sweet dough characteristic of traditional Belgian waffles, available in both plain and chocolate-chip varieties.

Packaging of Warburtons Belgian Waffles with pearl sugar. Features text "NEW" and "4 Belgian Waffles" with waffles visible in background.

Product innovation

The waffles are produced using specialised equipment that replicates traditional Belgian waffle irons, creating the authentic depth and texture. Warburtons developed a proprietary dough formula that achieves the distinctive caramelised exterior and soft interior of authentic Belgian waffles while maintaining shelf stability for retail distribution.

Waffles with syrup poured over them, topped with strawberries, raspberries, and blueberries. Milk jar and jam jar in the soft-focus background.

These waffles address the growing consumer interest in premium breakfast and snacking options with international appeal. The competitive advantage lies in Warburtons' established distribution network and brand trust, bringing a previously café-centric product into mainstream retail.

The product offers consumers an elevated breakfast or snack experience previously available primarily in foodservice settings.

Development

Warburtons identified the gap between authentic Belgian waffles served in cafés and existing retail offerings. The development process involved collaboration with Belgian bakery experts to create a product that maintained authenticity while meeting the requirements for mass production and distribution.

Waffle on a plate drizzled with chocolate, topped with sliced strawberries. Whole strawberries and a fork beside it. Wooden table background.

Trend

The launch capitalised on what Mintel reports as the "breakfast reimagined" trend, with 58% of UK consumers reporting interest in more diverse breakfast options.

According to a UK Kantar Worldpanel, premium breakfast products saw 12% value growth in 2023, significantly outpacing the broader breakfast category. Euromonitor reported that 67% of consumers are willing to pay more for breakfast items perceived as authentic or specialised.