After gaining huge popularity at the Minnesota State Fair and a successful launch of its frozen breakfast sandwiches last year, St. Paul-based Nordic Waffles is now expanding to nearly 80 grocery stores throughout Wisconsin.
Located in the frozen food section, the popular all-day Breakfast sandwiches will be at 18 Woodman’s Markets, 32 Festival Foods and 40 Piggly Wiggly locations across the state by mid-April.
The sandwiches are made with Fort Atkinson, Wisconsin-based Jones Dairy Farm sausage or bacon, Wisconsin cheddar cheese, egg, and its signature heart-shaped waffle using a homemade batter of eggs, flour, cardamom, whole milk, vanilla sugar, butter and sour cream. They are folded and sold two in a pack for $6.49 (suggested retail price).
“Introducing Nordic Waffles and the feeling of hygge (Norwegian for “cozy”) to the people of Wisconsin, with its rich Scandinavian heritage, is a huge milestone for our family-run business,” said Aasland, who moved to Minnesota from Norway in 2016. “As some of our savory flavors come from Wisconsin, it’s somewhat of a homecoming for the brand.”
Since the pandemic, more-and-more families are eating at home and looking for new flavors and meal solutions. Retailers are responding and adding more foods like Nordic Waffles that is challenging the traditional frozen waffle category with its distinct, artisanal Scandinavian style batter, comforting savory ingredients and made-by-hand quality.
About Nordic Waffles
At age 19, Stine dreamed up the concept of transforming waffles into a hand-held experience. From her small convenience store, she started the concept that would grow into one of the largest waffle companies in Norway, earning her the title of “Waffle Queen.”
Nordic Waffles launched in Minneapolis in 2016. For the next two years, the freshly-made waffle concept expanded into coffeeshops, convenience stores and amusement parks. Nordic Waffles appeared at the Minnesota State Fair in 2018 where more than 42,000 waffles were served in just 12 days.
The brand expanded with foodservice partners across 10 states and a food hall restaurant in 2019. When the COVID-19 pandemic closed the state fair and its restaurant, the business shifted gears and launched its frozen food line, which can now be found in more than 300 stores throughout the Upper Midwest.