Mmmm, waffles! A host of new product introductions, promotional tie-ins, and new value strategies by top brands in the waffle category are geared toward building and sustaining sales growth.(BREAKFAST)
Sunday, 30 April 2006 19:00
Publication: Frozen Food Age
Date: 2006-05-01
Author: Hartnett, Michael
The frozen waffle category has a huge consumer following that has put waffles on track to reach the $500 million sales benchmark, but even with that impressive sales volume, waffles have delivered lackluster category growth, despite some well-known successes.
Sales growth for several frozen breakfast categories has been lagging, according to Information Resources, Inc., which reports breakfast foods slipping into negative growth for the 12 weeks ended Feb. 19, 2006, a trend shared by the waffle category.
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