THE CHAMPIONS OF BREAKFAST

To a layman, the frozen waffle appears to be flimsy piece of breakfast fare. But to supermarkets, the waffle is remarkably sturdy.That's because frozen waffles are not only holding up the breakfast category; in many instances, they're carrying it forward, said retailers contacted by SN.As one retailer succinctly put it: "The tonnage of the business is in the waffles."Retailers reported different levels

To a layman, the frozen waffle appears to be flimsy piece of breakfast fare. But to supermarkets, the waffle is remarkably sturdy.

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