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Podcasts

Rebranding Initiative Helps Golden Waffles Meet Growing Breakfast Popularity and Demand

Dec. 11, 2024

What’s driving breakfast trends with consumers and with Golden Waffles’ product development, and how its rebranding efforts help meet the growing interest in breakfast innovation.

Andy Hanacek

According to Alissa Davis, vice president of marketing for Golden Waffles, breakfast is coming back as people begin traveling again, both for work and pleasure. As such, Golden Waffles — which manufactures and sells its own waffle batter and provides waffle irons and accessories to foodservice operators and institutions — has rebranded itself and positioned its business to take advantage of the trends.

Davis joins the podcast to discuss what’s driving breakfast trends with consumers, the flavor and ingredient trends driving Golden Waffles’ product development, and how the company drove its rebranding efforts, moving away from the 90-year-old name Golden Malted and becoming Golden Waffles.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.