Nordic Waffles
Nordic Waffles is a Minnesota-based food producer founded in 2016 that handcrafts Norwegian-style frozen waffle sandwiches, selling them through retail grocery chains (900+ stores), Dot Foods wholesale, foodservice operators, and K12 school foodservice programs nationwide.
- Company typePrivate
- Founded2016
- HeadquartersShakopee, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Nordic Waffles does
Nordic Waffles Inc is a privately held, Minnesota-based food production company founded in 2016 by Stine Aasland that produces handcrafted Norwegian-style waffle sandwiches sold frozen through retail grocery, convenience, foodservice, hospitality, and K12 channels. Its core product is a soft, crepe-like waffle — heart-shaped and rooted in a traditional Norwegian family recipe — folded around premium fillings (egg and sausage, egg/cheese/bacon, berries and cream). Waffles are produced at the Hopkins, MN headquarters and distributed nationwide through wholesale partner Dot Foods, online foodservice platform WebstaurantStore, and direct retail relationships with chains including Cub Foods, Lunds & Byerlys, Kowalski's, Giant Eagle, Bristol Farms, Haggen, Hy-Vee, and Piggly Wiggly Midwest, reaching 900+ stores.
The company sells its products in multiple SKU formats optimized for distinct channels: 2-pack CPG retail, single-serve grab-and-go, 36-count foodservice bulk kits with branded wrappers and labels for hotels and corporate cafeterias, and whole grain bulk packs (9 packs of 4) for K12 school breakfast programs. Value propositions include 365-day frozen shelf life, 21-day refrigerated post-thaw, preparation in under 60 seconds, nut-free production, no artificial colors or flavors, and whole grain compliance for school foodservice. Pricing is not publicly disclosed; wholesale and retail pricing are managed through distribution partners with a dedicated business development contact for retail partnership inquiries.
Nordic Waffles is founder-influenced (Stine Aasland as founder and board chair) and led operationally by CEO Jeremy Ely, with Barbara Lee as Senior Business Development Manager and Derik Landkammer as Marketing Director. The company is primarily bootstrapped, with one disclosed funding event — a 2022 Groove Capital round — and operates with a 1-10 person team. Its growth strategy shifted decisively from fresh-made retail/foodservice to frozen CPG distribution following the 2020 pandemic, which enabled rapid nationwide retail expansion but required closing the Rosedale and Potluck Food Hall physical retail locations.
Nordic Waffles firmographics
Firmographics- Name
- Nordic Waffles
- Legal name
- Nordic Waffles Inc
- Website
- https://nordicwaffles.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nordic Waffles is a Minnesota-based food producer founded in 2016 that handcrafts Norwegian-style frozen waffle sandwiches, selling them through retail grocery chains (900+ stores), Dot Foods wholesale, foodservice operators, and K12 school foodservice programs nationwide.
- Ownership category
- akta.pro rank
Nordic Waffles industry classification
Industry- Product category
- Frozen Breakfast Sandwiches
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)
- SIC
- Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Prepared Foods & Meals Manufacturing (AFAKACAH)
- akta.pro secondary industry
- Frozen Bakery Products Manufacturing (AFAKAAAF)
Keywords
Where Nordic Waffles is headquartered
LocationHeadquarters
- HQ city
- Shakopee
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Nordic Waffles business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Frozen Waffle Sandwich Sales: Sale of handcrafted frozen waffle sandwiches in multiple formats: 2-pack CPG retail, single-serve grab-and-go, foodservice bulk kits (36 ct with wrappers and labels), and K12 whole grain bulk packs. Products sold through retail grocery stores, convenience stores, vending, foodservice operators, and K12 school foodservice programs.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Nordic Waffles product offering
Product offeringCore offering
Nordic Waffles handcrafts and freezes Norwegian-style waffle sandwiches filled with real egg, sausage, bacon, or berries. Products are sold in retail 2-packs and single-serve grab-and-go formats, in 36-count foodservice bulk kits, and in whole grain K12 bulk packs. Items are ready in under 60 seconds from a 365-day frozen shelf life and are distributed through grocery, convenience, foodservice, and school channels across the U.S.
Differentiator
Problem solved
Functional benefit
Products and services
- Berries and Cream Waffle Sandwich Sweet Norwegian-style handcrafted waffle sandwich filled with berries and cream, sold frozen in retail 2-pack and single-serve grab-and-go formats for individual consumers seeking a premium frozen breakfast.
- Egg, Cheese & Bacon Waffle Sandwich Savory Norwegian-style handcrafted waffle sandwich filled with real egg, cheese, and bacon, sold frozen in retail 2-pack and single-serve grab-and-go formats for individual consumers seeking a hearty premium frozen breakfast.
- Sausage, Egg & Cheese Waffle Sandwich Savory Norwegian-style handcrafted waffle sandwich filled with real egg, cheese, and sausage, sold frozen in retail 2-pack and single-serve grab-and-go formats for individual consumers seeking a premium grab-and-go breakfast made in Minnesota.
- Foodservice Bulk Waffle Sandwich Kits 36-count bulk kits of frozen waffle sandwiches with branded wrappers and stickers, designed for foodservice operators, hotels, corporate cafeterias, and hospitality venues for heat-and-serve breakfast service.
- K12 Whole Grain Waffle Sandwich Bulk Packs Whole grain compliant frozen waffle sandwiches packed in 9 packs of 4 for K12 school foodservice breakfast programs, supporting school nutrition requirements and breakfast participation goals.
Quantifiable outcome
- 42,000+ waffle sandwiches served at Minnesota State Fair in 12 days
- +2 more outcomes
Companies that use Nordic Waffles
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Nordic Waffles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Nordic Waffles partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- Dot FoodscoreDot Foods serves as the primary wholesale distributor for Nordic Waffles products, enabling distribution to foodservice operators and retailers nationwide. Product information and sales data provided through Dot Foods channel.
- WebstaurantStorecoreWebstaurantStore serves as the direct online ordering platform for Nordic Waffles products, allowing case purchases for foodservice operators and retailers.
- Cub FoodscoreMajor retail grocery chain partner selling Nordic Waffles frozen products in Minnesota stores.
- Lunds & ByerlyscorePremium grocery chain partner in Minnesota selling Nordic Waffles products.
- Kowalski's MarketscoreRegional grocery chain in Minnesota offering Nordic Waffles products.
- Giant EaglecoreRegional grocery chain in the Northeast/Midwest selling Nordic Waffles frozen products.
- Bristol FarmscorePremium gourmet grocery chain in California selling Nordic Waffles products.
- Haggen MarketscorePacific Northwest grocery chain partner selling Nordic Waffles products.
- Hy-VeecoreMidwest grocery chain offering Nordic Waffles frozen waffle sandwiches.
- Piggly Wiggly MidwestcoreMidwest regional grocery chain selling Nordic Waffles products.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Nordic Waffles competitors and assessment
Company assessmentDirect peers
- Van's International Foods: Van's produces frozen waffles, pancakes, and breakfast products marketed as whole grain and better-for-you, sold in natural and mainstream grocery. Directly comparable as a frozen waffle/breakfast brand with premium positioning and similar retail channels.
- Evol Foods: Evol Foods produces premium frozen handheld meals and breakfast items sold in natural and conventional grocery channels. Directly comparable as a premium-positioned frozen handheld breakfast/meal product with similar retail distribution model.
- Hot Pockets (Nestlé USA): Hot Pockets is a Nestlé-owned brand of frozen handheld breakfast and snack sandwiches distributed nationally in retail and convenience. Directly comparable as a frozen handheld savory/sweet sandwich for grab-and-go consumption in the same category.
- Kodiak Cakes: Kodiak Cakes produces whole grain, protein-rich frozen waffles, pancakes, and breakfast items sold in mainstream and natural grocery. Directly comparable as a premium frozen breakfast brand with whole grain positioning and similar retail distribution footprint.
- Jimmy Dean (Tyson Foods): Jimmy Dean is a leading frozen breakfast sandwich brand owned by Tyson Foods, sold across U.S. grocery and convenience channels. Directly comparable to Nordic Waffles as a frozen breakfast sandwich offering in the same retail freezer aisle with similar target occasions.
Broad incumbents
- Eggo (Kellogg's): Eggo is the dominant U.S. frozen waffle brand owned by Kellogg's with national distribution across grocery, club, and convenience. Comparable as a frozen waffle category leader competing for the same freezer real estate, though much broader in product range and trade marketing spend.
- Nature's Path: Nature's Path produces organic and better-for-you frozen waffles and breakfast items sold in natural and mainstream grocery. Comparable as a premium, clean-label frozen waffle brand with overlapping retail and K12 foodservice channels.
- Pillsbury (General Mills): Pillsbury produces frozen breakfast items (waffles, pancakes, French toast) under General Mills, with broad national grocery distribution. Comparable in frozen breakfast category with similar SKU formats (toaster waffles, breakfast sandwiches) and retail channels.
Emerging players
- Real Good Foods: Real Good Foods produces premium, better-for-you frozen handheld meals and breakfast sandwiches distributed in grocery and club channels. Comparable as an emerging premium frozen handheld brand with similar target consumer and retail distribution model.
Regional players
- Catch & Kill Foods / DayBreak Foods (private-label frozen breakfast): Dot Foods (Nordic Waffles' distributor) handles a broad portfolio of frozen breakfast and foodservice SKUs across private-label and emerging brands. Comparable as a distribution channel and competitive set for retail buyers sourcing frozen breakfast innovations in the Upper Midwest.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Nordic Waffles social profiles
Digital presenceNordic Waffles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nordic Waffles leadership team
Management profileNumber of profiles
Profiles4 records
Nordic Waffles funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nordic Waffles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nordic Waffles
What does Nordic Waffles do?
Nordic Waffles handcrafts and freezes Norwegian-style waffle sandwiches filled with real egg, sausage, bacon, or berries. Products are sold in retail 2-packs and single-serve grab-and-go formats, in 36-count foodservice bulk kits, and in whole grain K12 bulk packs. Items are ready in under 60 seconds from a 365-day frozen shelf life and are distributed through grocery, convenience, foodservice, and school channels across the U.S.
Is Nordic Waffles a public or private company?
Nordic Waffles is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nordic Waffles founded?
Nordic Waffles was founded in 2016. It employs 1 to 10 people.
Where is Nordic Waffles based?
Nordic Waffles is headquartered in Shakopee, United States, in the North America region.
How does Nordic Waffles make money?
One revenue line is on record: frozen Waffle Sandwich Sales.
Who are Nordic Waffles's main competitors?
Direct peers on record are Van's International Foods, Evol Foods, Hot Pockets (Nestlé USA), Kodiak Cakes and Jimmy Dean (Tyson Foods). Broad incumbents are Eggo (Kellogg's), Nature's Path and Pillsbury (General Mills). Real Good Foods is listed as an emerging player. Catch & Kill Foods / DayBreak Foods (private-label frozen breakfast) is listed as a regional player.
Does Nordic Waffles have an API?
No public API is recorded for Nordic Waffles.
What industry is Nordic Waffles in?
Nordic Waffles's product category is Frozen Breakfast Sandwiches. Its primary akta.pro industry code is AFAKACAH, Frozen Prepared Foods & Meals Manufacturing, with a secondary code of AFAKAAAF, Frozen Bakery Products Manufacturing. Its NAICS code is 311412 and its SIC code is 2050.