Waffle On Nz Ltd

What Waffle On Nz Ltd does

Waffle On NZ Ltd is a Christchurch, New Zealand-based private food manufacturer founded in 1993 that produces and distributes pre-packaged ready-to-eat waffles. The company operates with a small team of 1-10 employees from its headquarters at 9 Tahuna St, Wainoni, Christchurch, and supplies more than 400 supermarkets, dairies, and schools nationwide, with shelf placement at major grocery chains including New World, Pak'nSave, Woolworths, Four Square, and FreshChoice. Its product portfolio comprises four SKUs across two pack sizes: 4-packs in Chocolate Chip, Vanilla, and Berry & White Chocolate flavours, plus a 2-pack Chocolate Chip variant. Products have a 5-6 week fresh shelf life and up to 12 months frozen, and are positioned for ready-to-eat convenience with optional toaster or microwave warming.

The business operates a dual-channel model combining wholesale distribution to retail and institutional buyers with a direct-to-consumer e-commerce store at waffle-on.com. Pricing is transparent and modest: 4-pack SKUs retail at NZD 4.50 each or NZD 4.00 each in full cartons of 30 (NZD 120 per carton), while the 2-pack Chocolate Chip sells at NZD 2.50 each or NZD 2.20 in cartons of 50 (NZD 110 per carton), with all prices inclusive of GST. The company's primary customer segment is busy Kiwi families using the products for lunchboxes, quick breakfasts, and after-school snacks, supplemented by school canteen programs and grocery retail.

Underlying production is conventional ready-to-eat baked-goods manufacturing using standard ingredients (wheat flour, egg, sugar, margarine, compound chocolate), with no disclosed proprietary technology, patents, or process IP. The company has no disclosed funding rounds, acquisitions, partnerships, alliances, management team details, or external investors, suggesting an independent founder- or family-owned small business. Marketing is minimal, relying on an official Facebook page (facebook.com/WaffleOnNZ) and the e-commerce site. A planned 2026 packaging refresh for the 2-pack SKU is the most concrete forward product signal in the source material.

Name

Waffle On Nz Ltd

Legal name

Waffle On NZ Ltd

Website

https://waffle-on.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Waffle On NZ Ltd is a Christchurch-based food manufacturer founded in 1993 that produces pre-packaged ready-to-eat waffles in three flavours and two pack sizes, distributing them to 400-plus supermarkets, dairies, and schools across New Zealand via major grocery chains and a direct e-commerce store.

Ownership category

akta.pro rank

Product category

Packaged Snack Foods

NAICS

Snack Food Manufacturing (31191), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

akta.pro secondary industry

Snack Bakery (Cookies, Crackers, Bars) Wholesale (AFAIAFAI)

Keywords

• Ready-to-eat waffles
• Packaged snack foods
• Breakfast bakery products
• Lunchbox snacks
• Grocery distribution

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Consumer Sales: Direct sales of ready-to-eat waffles to consumers through the company's e-commerce online store. Products sold in individual units (eaches) or full cartons at discounted bulk pricing.
2. Wholesale/Retail Distribution: Wholesale distribution of waffle products to supermarkets, dairies, and schools across New Zealand. Products stocked at major retail chains including New World, Pak'nSave, Woolworths, Four Square, and FreshChoice.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Waffle On NZ Ltd manufactures and distributes pre-packaged ready-to-eat waffles under the Waffle On brand in New Zealand. The product range includes four SKUs across 2-pack and 4-pack formats in Chocolate Chip, Vanilla, and Berry & White Chocolate flavours, sold via direct e-commerce and wholesale distribution to 400+ supermarkets, dairies, and schools nationwide.

Product overview

Waffle On NZ Ltd is a New Zealand-based food company specializing in ready-to-eat waffles. The product portfolio consists of four distinct SKUs across two pack sizes: three flavours (Chocolate Chip, Vanilla/Plain, and Berry & White Chocolate) available in 4-packs, plus Chocolate Chip available in a 2-pack format. All products are marketed as convenient, fresh snacks for busy Kiwi families, requiring no preparation and ready to eat straight from the pack or heated briefly. The company supplies over 400 supermarkets, dairies, and schools nationwide, with distribution through major chains including New World, Pak'nSave, Woolworths, Four Square, and FreshChoice. Products have a shelf life of up to 6 weeks from production or up to 12 months when frozen.

Differentiator

Problem solved

Functional benefit

Products and services

• Waffle On 4pk - Chocolate Chip

Quantifiable outcome

• Products shipped with 5-6 weeks shelf life remaining
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Regional players

• Coupland's Bakeries: Coupland's Bakeries is a long-established NZ commercial and retail bakery producing fresh-baked goods distributed across NZ supermarkets and foodservice. It is comparable to Waffle On as a domestic baked-goods producer leveraging national grocery distribution, though focused on traditional loaves/pastries rather than ready-to-eat waffles.

Broad incumbents

• Eggo (Kellogg's): Eggo is the leading brand of pre-baked, ready-to-heat waffles in North America, owned by Kellogg's. It is the closest direct analog to Waffle On's product category (ready-to-eat/heat waffles, multi-flavor range, supermarket distribution), differing mainly by being frozen rather than fresh and operating at vastly larger scale.
• Dr. Oetker: Dr. Oetker produces pre-packaged waffles, pancakes, and other baked goods/branded mixes across Europe and Australasia. It competes in the same waffle/snack category as Waffle On with a much broader portfolio and global scale, representing the type of multinational player Waffle On would face if expanding regionally.
• Bakers Delight: Bakers Delight is a large Australia/NZ bakery franchise chain producing fresh-baked bread, muffins, and sweet baked goods for retail sale. While primarily retail-storefront rather than pre-packaged wholesale like Waffle On, it competes for the same lunchbox/snack-occasion consumer spend and has Australasian grocery-supply capability.
• Conagra Brands: Conagra owns multiple frozen breakfast/snack brands (e.g., Marie Callender's, Hunt's) including frozen breakfast waffles in the US market. It represents the scaled, multi-category CPG incumbent that competes in the broader ready-to-heat breakfast/snack category, analogous to where Waffle On plays at the regional/niche level.
• Patties Foods: Patties Foods is an Australian-owned bakery manufacturer (Four'N Twenty, Herbert Adams, Nanna's) producing frozen and pre-packaged baked goods for retail and foodservice. It directly parallels Waffle On in manufacturing pre-packaged sweet baked snacks at scale and in competing for supermarket shelf space in the lunchbox/breakfast occasion across Australasia.
• Hansells: Hansells is a NZ food manufacturer best known for baking mixes and ingredients (pancake/waffle mixes, baking powder, custard). It is comparable to Waffle On as a long-established NZ baked-goods brand in the same waffle-adjacent category, and competes for similar pantry/lunchbox consumer occasions.
• Bluebird Foods (PepsiCo NZ): Bluebird Foods is the dominant NZ snack manufacturer (owned by PepsiCo), producing chips, corn snacks, and baked goods under household NZ brands. It is broadly comparable to Waffle On as a domestic packaged-snack manufacturer distributed through the same supermarket chains (New World, Pak'nSave, Four Square) and competing for the same lunchbox/shelf placement.

Direct peers

• Original Foods (NZ): Original Foods is a NZ-based packaged-snack manufacturer producing baked goods, muesli bars, and confectionery for supermarket distribution. It directly parallels Waffle On in being a small-to-mid-sized NZ CPG manufacturer selling impulse and lunchbox snack formats through the same major grocery accounts.

Emerging players

• Barbara's Bakery (Post Holdings): Barbara's Bakery (owned by Post Holdings) produces better-for-you snack baked goods (cookies, crackers, waffles) for retail and foodservice distribution. It is comparable to Waffle On as a niche specialist in pre-packaged sweet/savory baked snacks distributed via grocery channels, with broader product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WaffleOnNZ
• LinkedInlinkedin.com/company/waffle-on-nz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Waffle On Nz Ltd