Wafflemeister enters wholesale channel with Costco listing

Wafflemeister has entered into the UK wholesale channel following its listing with Costco UK.

This move also means the waffle brand will be available in Costco’s warehouses in Sweden and Iceland, the brand’s first launch in the continental European retail market.

Designed to target both independent hospitality and convenience sites, Wafflemeister is aiming for outlets looking for branded-menu items as well as food to go.

Rikos Leong-Son, co-chief executive of Wafflemeister said: “It is fantastic to be listed with a wholesaler that shares similar guiding principles around quality and value. We’re also over the moon to be taking our first steps into the continental Europe retail market.

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“Ultimately, we want to make our waffles accessible globally to more consumers, businesses, and operators.”

The Wafflemeister range includes both Frozen and Ambient waffles – including Mini 35g waffles, 55g and 90g branded options as well as a range of Sweet and savoury filled waffles. Wafflemeister are available through all major wholesalers.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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