• Redesigned logo and revamped range aimed at capitalising on growing consumer demand for waffles

Fine food specialist RH Amar is giving its company-owned The Original Waffle Co. range of Belgian and American-style treats an eye-catching makeover as the brand continues to capitalise on growing interest in waffles.

A more contemporary logo features black, white and gold quality cues to reinforce the range’s premium credentials, with all three products in the new look range getting their first outings with existing customer Morrisons and new customer Waitrose this month.

The brand’s revamped line-up includes:

  • Toasting Waffles (RSP: £1.40, 250g) – a pack of six delicious American-style waffles that can be heated in a toaster to deliver a unique US diner experience at home. Perfect served with blueberries and maple syrup
  • Traditional Belgian Liège Sugar Waffles – five individually wrapped traditional waffles that are simply delicious served with ice cream and strawberries (RSP: £1.19, 275g)
  • Traditional Belgian Liège Chocolate Waffles – five individually wrapped waffles for a luxurious treat at home or on the go (RSP: £1.49, 300g)

And the brand’s new design comes as interest in waffles continues to grow, with the category now worth £33.4 million in sales and growing by +18.7% value and +10.6% volume[1].

“The category is in strong growth and is popular with a wide range of shoppers who are increasingly used to seeing waffles on restaurant and hotel menus, either for breakfast or as a tasty dessert, whilst the proliferation of pop-up waffle kiosks and continuing interest in US culture has ensured that interest is at an all-time high” explains Anne-Marie Cannon, Brand Manager for The Original Waffle Co. at RH Amar.

“As our brand is growing ahead of the category, with value sales up +34.2% value, this is the perfect time to give it a refresh and create even greater standout on shelf.”

[1] All figures Kantar World Panel 52 w.e 04.11.18 unless otherwise stated

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