Belgian waffle brand Wafflemeister has entered into the UK wholesale channel through a listing with Costco UK.

Designed to target both independent hospitality and convenience sites, Wafflemeister is aiming for outlets looking for branded-menu items as well as food to go.

As part of the listing, the brand has created a 90g 28-box back of its liege waffles, available in all UK Costco warehouses.

The listing also means the waffle brand will be available in Costco’s warehouses in Sweden and Iceland, the brand’s first launch in the continental European retail market.

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Rikos Leong-Son, co-chief executive of Wafflemeister said: “It is fantastic to be listed with a wholesaler that shares similar guiding principles around quality and value. We’re also over the moon to be taking our first steps into the continental Europe retail market.

“Ultimately, we want to make our waffles accessible globally to more consumers, businesses, and operators.”

The Wafflemeister range includes both Frozen and Ambient waffles – including Mini 35g waffles, 55g and 90g branded options as well as a range of Sweet and savoury filled waffles.

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