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 of success on other frozen breakfast items such as entrees, ba