UK frozen food producer Iglo Group has extended its Birds Eye waffle range with the launch of a hash brown variant.

Launching next month, the Hash Brown Waffles incorporate shredded potatoes and onion in a “mini waffle shape”, the company said.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

The product will have an RRP of GBP1.49 (US$2.36) and be supported by an interactive Facebook campaign.

“Birds Eye Potato Waffles are going from strength to strength following the introduction of Mini Waffles and a packaging refresh across the range last year,” said brand manager Pete Johnson.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now