About Waffle Amour
Waffle Amour positions itself as the UK's #1 Sugar Waffle Brand, bringing authentic Belgian-style waffles to British supermarkets using traditional recipes dating back to the 1800s. A registered trademark of United Food Brands Ltd based in Aldershot, Hampshire, the brand combines heritage methods with quality, locally sourced ingredients. The waffles are manufactured in Germany using time-honoured techniques that create the signature crispy-on-the-outside, fluffy-on-the-inside texture that Belgian waffles are famous for. This authentic production ensures consistent quality across the range. The product lineup includes Belgian Style Toasting Waffles (convenient 8-packs that toast in just 30 seconds), Sugar Pearl Waffles featuring the classic Belgian pearl sugar coating, Chocolate Waffles including chocolate and hazelnut flavoured options, and specialty varieties including Organic Vegan Belgian Waffles and Sugar-Free options for dietary-conscious consumers. Waffle Amour has achieved impressive distribution across UK retail, now available at Sainsbury's (400+ stores nationwide), Morrisons, Ocado, and Co-op stores. The brand has also partnered with HelloFresh to include their waffles in meal kit offerings across the UK. The toasting waffles are particularly popular for their convenience - twin-wrapped for freshness and suitable for vegetarians, they transform in the toaster in just 30 seconds into a warm, satisfying breakfast or snack. Priced around £1.85 per pack, they offer accessible indulgence. Waffle Amour has successfully carved out a niche in the UK breakfast market by offering authentic Belgian quality at supermarket prices, appealing to consumers seeking a quick but special breakfast experience without the café price tag.