Nutella Waffles are coming to freezer aisles in spring 2027

Ferrero is stuffing Nutella inside a frozen waffle, and it hits stores nationwide next spring. It’s going up against Eggo, which now belongs to Snickers maker Mars. Price and box size are still a mystery.

Nutella is headed for your toaster.

Ferrero says Nutella Waffle will start showing up in freezer aisles in spring 2027. The company describes it as “crispy and golden outside and filled with creamy Nutella inside.”

Food Dive broke the news on Oct. 5. Ferrero then showed the waffles off at the NACS Show, a convenience store trade show in Las Vegas, and announced them on Oct. 7.

What is the Nutella Waffle?

A frozen waffle with Nutella baked into the middle, instead of spread on top. You heat it up, and the hazelnut spread is already inside.

It’ll launch in just one flavor, Food Dive reported, and Ferrero is pitching it as a premium breakfast.

Ferrero hasn’t announced a price, how many come in a box or which stores will carry it.

When do Nutella Waffles come out?

Spring 2027, at retailers nationwide, according to Food Dive. Ferrero hasn’t given an exact date.

Since Ferrero showed them off at a convenience store trade show, gas stations and corner stores could be part of the plan, too.

That’s how Nutella ice cream cones rolled out. Wells Enterprises’ Nutella and Kinder Bueno cones hit convenience stores Dec. 1, 2025, then went wider in spring 2026, as we reported Oct. 7.

Why is Ferrero making Nutella waffles?

Because it thinks the waffle aisle is boring.

Waffles are the second-biggest part of the frozen breakfast business by sales, according to Ferrero. But Michael Lindsey, president and chief business officer of Ferrero North America, told Food Dive the freezer case is “a gigantic wall of waffles” with little new in it.

He said brands have been pushing bigger boxes and cheaper waffles instead of better ones. He also said one of Ferrero’s biggest customers told the company, “I will take every waffle you can make.”

Ferrero looked at making pancakes first. More waffle flavors, and maybe pancakes, could follow, Food Dive reported.

How will Nutella Waffles compare to Eggo?

Eggo is the big name in frozen waffles, and Food Dive named it as the leader in the category.

Eggo has a new owner, though. It now belongs to Mars, the company behind Snickers and M&M’s. Mars closed its roughly $35.9 billion purchase of Kellanova, the former Kellogg Co., which kept Eggo, Pringles and Pop-Tarts when it spun off its cereal business, on Dec. 11, 2025, Food Business News reported.

So the waffle fight is also a candy fight. Ferrero, maker of Nutella and Butterfinger, against Mars, maker of Snickers.

Ferrero has a Kellogg connection of its own. It bought WK Kellogg Co, the cereal side, in September 2025, which brought Frosted Flakes and Froot Loops into the Ferrero family. Eggo wasn’t part of that deal.

What other Nutella products can you buy?

Nutella has been showing up in a lot of places besides the jar. A few, from Nutella’s own history page:

• Nutella & Go: breadsticks with a cup of Nutella for dipping, launched in 2005

• Nutella B-Ready: a crispy wafer filled with Nutella, launched in 2015

• Nutella Biscuits: cookies with a Nutella center, launched in 2019

• Plant-based Nutella and a Nutella ice cream tub, both launched in 2024

• Nutella Peanut: a peanut version of the spread, launched in 2026

Those are worldwide launch years, and not all of them are sold in the U.S. In Europe, Ferrero also sells Nutella frozen crepes and donuts, Food Dive reported.

Nutella’s U.S. ad for Nutella Peanut, its newest flavor:

What else did Ferrero show at the NACS Show?

The waffles were part of a bigger lineup Ferrero showed at the NACS Show:

• Marvel candy in summer 2027, including Butterfinger Green Apple Smash with the Hulk on the wrapper, which we covered Oct. 9

• Tic Tac TWO, a double-size mint with a different flavor on each side, in fall 2027

• Butterfinger ice cream pints and cones from Wells, rolling out to convenience stores in late 2026 and early 2027, which we covered Oct. 7

Ferrero USA’s chief customer officer, Jim Klein, called the new items “tier one disruptive innovations.”

Who owns Nutella?

Ferrero, the Italian family company that also makes Ferrero Rocher, Kinder and Tic Tac.

It has been buying up American brands, too. Ferrero bought Nestle’s U.S. candy business in 2018, which is how it ended up with Butterfinger, Baby Ruth and Crunch. A year later, it bought Kellogg’s cookie brands, including Keebler.

When was Nutella invented?

The first jar was made in 1964, according to Nutella’s history page. The name mixes the English word “nut” with “ella,” an Italian and Latin ending that means sweet.

It started earlier as something else. In 1946, Pietro Ferrero made a hazelnut paste in Italy called Giandujot, sold as a loaf, because cocoa was scarce after World War II.

What are some fun facts about Nutella?

It’s been to space. A jar of Nutella floated by during NASA’s Artemis II broadcast on April 6, 2026, according to Nutella’s history page. NASA says it didn’t endorse it.

There’s a Nutella Day. World Nutella Day is Feb. 5, started by a blogger in 2007.

It had a cafe. The first Nutella Cafe opened in Chicago on May 31, 2017.

The waffles don’t have a price yet. But if you’ve ever spread Nutella on an Eggo, Ferrero just saved you a step.

Article compiled and written by Kambrea Pratt (editor-in-chief), Derek Gibbs (beat editor) and the Pirates & Princesses newsroom. Pirates & Princesses is part of WebReef Media.

Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.

Hat Tips:

• Food Dive, Oct. 5, 2026: Ferrero launches Nutella-filled frozen waffles (Michael Lindsey interview)

• Ferrero, Oct. 7, 2026: Ferrero builds momentum in the U.S. with major new collaborations and creative combinations

• Nutella: Nutella history page, checked Oct. 12, 2026

• Food Business News, Dec. 2025: Mars completes acquisition of Kellanova

• FOX 11 / Sinclair, Aug. 14, 2024: Mars to acquire Kellanova (Eggo among Kellanova brands)

• Ferrero North America, March 2018: Ferrero completes acquisition of Nestle USA confectionery business; Kellogg, 2019: sale of Keebler cookies to Ferrero

• WK Kellogg Co, Sept. 26, 2025: Ferrero completes acquisition of WK Kellogg Co

• Pirates & Princesses, Oct. 7, 2026: Butterfinger ice cream cones and pints are on the way; Oct. 9, 2026: Ferrero’s Marvel candy includes a green apple Butterfinger for Hulk

• Nutella USA on YouTube: Try New Nutella Peanut

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