The $1 billion dollar frozen waffle market in the United States just got more interesting with the introduction of the first vegetable-rich waffles featuring butternut squash and carrots as primary ingredients. Sold under the Garden Lites label, they are being launched in Homestyle and Blueberry flavors.
Both kosher offerings boast 23% vegetable content, are gluten and dairy free, and have 18 grams of whole grains. Available in the frozen food section of supermarkets and grocery stores, the products are distributed in six-packs and have a suggested retail price of $3.49.
“Consumers demand better choices in their foods for themselves and their families,” said Andy Reichgut, executive vice president of the Jamaica, Queens, New York-based company. “Garden Lites continues to fulfill consumer’s needs by creating delicious and convenient products that offer the health benefits of vegetables, fiber and nutrients. This product is an extension of our wildly successful Garden Lites Muffins.”
While breakfast is regarded as the most important meal of the day, it is estimated that 31 million Americans, or roughly one out of ten, regularly skip this vital dining occasion, pointed out Reichgut. “Furthermore,” he added, “91% of consumers, including children, do not eat enough vegetables daily. Now, for the first time, people can have a healthy serving of veggies starting with their waffles at the breakfast table.”
“We know everyone is so busy, and that getting in your recommended amount of fruits and vegetables is difficult,” says Julie Gould, Garden Lites brand manager. “Now you can, get your entire family off to a great start in minutes with our waffles, which offer both convenience and nutrition.”
