**Beloved European Breakfast Waffle Taking Over Grocery Shelves**
Waffles have been a breakfast staple in America for centuries, with their roots reaching back to the Pilgrims in 1620. In more recent history, the “Hey! L’eggo my Eggo!” slogan became a household phrase in the 80s, with waffle love continuing to be perpetuated through various media outlets. While not a lot has changed in the waffle world in years, a new European import is beginning to creep its way into grocery stores across America: the Belgian Liege waffle.
Named after the city in which they were invented, Liege waffles are not a new concept in Belgium. Made from a yeasted raised dough which includes sugar pearls, Liege waffles set themselves apart from the traditional waffle variety. They are more compact, fat, and irregular around the edges and are made with brioche dough, leading to a richer, denser bite.
So, why are these European imports starting to gain popularity in American grocery stores? One reason is the increasing trend in waffle consumption. The waffle category in the US is worth $1.2 billion, and Liege waffles specifically have seen double-digit year-over-year growth trends, especially in food service locations. Additionally, they are a great base for creative food ideas and have the grab-and-go appeal for those returning to their offices. The trend for “premiumization,” or looking to elevate everyday meals, is still alive and well, which has also contributed to the growing popularity of Liege waffles.
Liege waffles are now more widely available in grocery stores, with a variety of options to choose from. Brands such as St. Pierre Bakery and Eggo have introduced their own versions of Liege waffles, so consumers have plenty of options to choose from.
Next time you’re at the grocery store, keep an eye out for Liege waffles, as this European import gains popularity in the US.