Nutella Is Stuffing Itself Inside Frozen Waffles and Eggo Should Be Nervous

Ferrero just announced it is putting Nutella inside frozen waffles and sending them to American freezer aisles next spring, and this is one of those ideas where you wonder why nobody did it sooner. Everyone already spreads Nutella on waffles. They just removed the spreading step.

The pitch, per Ferrero North America's president, is that the frozen waffle aisle is a wall of cheap, boring boxes, and they want to make breakfast feel like an occasion instead of a transaction. One flavor to start, waffles only (they considered pancakes but passed), with more flavors and possibly pancakes coming down the line.

\"it already has Nutella inside\" is a brutal selling point to compete against.

Context matters here. Nutella has been around since 1964, and until earlier this year it had exactly ONE flavor. Then Nutella Peanut broke the 60-year streak, Nutella ice cream rolled out nationwide, and now frozen waffles. Somebody at Ferrero clearly looked at a jar and thought, we have been sitting on a gold mine and treating it like a condiment.

The freezer aisle is about to get a lot more interesting. Eggo has owned this game forever, but "it already has Nutella inside" is a brutal selling point to compete against. I have two words for this product: pre loaded.