Now available in 700g tubs in Costco, it marks the company’s first product launch with Costo since its Liège waffle was listed with the wholesaler in February 2023.
The larger tub size and bite waffle size have been created for sharing. The waffles have a sweet, vanilla smell, a crunchy texture and are finished with a layer of milk chocolate. Waffles are now one of the fastest growing items in the morning goods category, overtaking croissants, pancakes and scones.
Wafflemeister is the market leader with sales growth of more than 200%, contributing to more than 30% of the growth of the whole category in 2024. The company also has the three fastest growing SKUs in the UK via its classic Liège, toasting and chocolate waffles.
Rikos Leong-Son, chief executive from Wafflemeister, said: “Having been on Costco shelves for a year and a half, we are really happy that the Costco members have taken to our waffles. So to reward them, we have launched our new chocolate waffle bites with them. We know they are going to love them just as much as we do.
“Our significant waffle knowledge means we have perfected the classics and are able to look at lots of innovation within our sector. We’ve got some more exciting products on the horizon so watch this space.”