What did Nomad Foods invest in potato-waffle production?
Nomad Foods puts money into potato-waffle production
Nomad Foods, the parent company behind the Birds Eye brand, has invested in potato-waffle production in the UK. The move is tied to demand for “great-value” frozen products.
The company says it has spent £2.2 million (about $3 million) on a new production setup. The investment reflects a manufacturing push to increase supply for a specific frozen-food format—potato waffles—which compete in the value-and-convenience segment of the frozen aisle.
Why it matters for shoppers and cooks:
- More supply can mean steadier availability for frozen potato waffles, which are often popular as quick sides or snackable meals.
- A value focus suggests the company’s strategy is not just expanding premium offerings, but targeting shoppers looking for lower-cost convenience.
- For home cooking, potato waffles are typically used similarly to hash brown-style sides—served with eggs, eaten with dips, or paired with grilled proteins—so expanded production can support recipe experimentation at home.
The story doesn’t provide details on production capacity, whether pricing will change, or which specific Birds Eye potato-waffle products will be affected first. It also doesn’t say when the expanded production will come online.
Even so, the investment itself signals that Nomad Foods expects continuing consumer demand for frozen “great-value” formats and is acting on it by adding dedicated production capability.
In short: Nomad Foods is backing potato waffles with a new UK production investment, aiming to meet demand for affordable frozen options.