# Savory Whole Grain Waffles Trader Joe's New Whole Grain Waffles are a Simple but Perfect Breakfast By Katherine Pendrill | Published 2023-06-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/new-whole-grain-waffles References: [traderjoes](https://www.traderjoes.com/home/products/pdp/whole-grain-waffles-075558)  [Trader Joe's](https://www.trendhunter.com/trends/strawberry-waffles) is looking to revive the popularity of [frozen toaster waffles](https://www.trendhunter.com/trends/toasted-waffle) with its new Whole Grain Waffles offering. While frozen waffles are a dime a dozen, Trader Joe's new product is far from ordinary. To start, the grocery store brand works with a supplier in Belgium who uses hearty [whole wheat flours](https://www.trendhunter.com/trends/european-grains-seeds-bread) to create waffles that contain a whopping 30g of whole grains in every serving. The waffles also boast a slightly savory flavor profile,w which means they pair perfectly with everything from a pat of salted butter to syrup or fresh cut fruit. But perhaps best of all, Trader Joe's new Whole Grain Waffles are quickly and easy to prepare. As the brand explains, these waffles "only a few minutes in the toaster or conventional oven before they’re captivatingly crisp on the outside, and delightfully warm and chewy on the inside." Image Credit: Trader Joe's ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 18% | Activity: 10% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Reviving Frozen Waffles:** Opportunity to innovate and create more flavorful and nutritious frozen waffle options. - **Savory Flavor Profiles:** Potential for developing savory-flavored breakfast products that can be paired with a variety of toppings. - **Quick and Easy Meal Preparation:** Potential for creating convenient and time-saving breakfast options that require minimal preparation. ### Where This Applies - **Frozen Foods:** The frozen food industry can explore opportunities to enhance the taste and nutritional value of frozen breakfast products. - **Food Manufacturing:** Opportunities for food manufacturers to develop and produce savory breakfast items with unique flavor profiles. - **Convenience Foods:** The convenience food industry can focus on creating quick and easy morning meal solutions for on-the-go consumers. ## Related on Trend Hunter - [Strawberry-Flavored Toaster Waffles](https://www.trendhunter.com/trends/strawberry-waffles.md) - [Grab-And-Go Belgian Waffles](https://www.trendhunter.com/trends/brioche-style-lige-waffles.md) - [Ready-to-Heat Bubble Waffles](https://www.trendhunter.com/trends/trader-joes-bubble-waffles.md) - [Chewy Dutch Griddle Cakes](https://www.trendhunter.com/trends/dutch-griddle-cakes.md) - [Vegan-Friendly Toaster Waffles](https://www.trendhunter.com/trends/frozen-vegan-toaster-waffles.md) - [Seasoned Waffle Cut Fries](https://www.trendhunter.com/trends/seasoned-waffle-cut-fries.md) - [Versatile Crispy Rice Cereals](https://www.trendhunter.com/trends/crispy-rice-cereal.md) - [Deliciously Crunchy Wheat Crackers](https://www.trendhunter.com/trends/wheat-crisp-crackers.md) - [Strawberry Pancake Mixes](https://www.trendhunter.com/trends/strawberries-crme-pancake.md)