'Banza,' the CPG brand most known for its chickpea-based snacks and pastas, announced that it is adding waffles to its portfolio with three flavors at launch. The brand's waffle flavors include the Chocolate Chip Protein Waffles, Blueberry Protein Waffles, and Homestyle Protein Waffles. The company markets itself as a better-for-you alternative to some of its closer competitors, as it uses protein-packed chickpeas, instead of simple carbohydrates in regular grain foods.
Banza attempts to make comfort food more nutritious without compromising on flavor, so it felt that waffles were a natural expansion of its product line. Additionally, by adding an explicit breakfast-focused product, the brand can help more consumers eat better meals in the morning.
The co-founder and CEO of Banza, Brian Rudolph, stated: "Unfortunately, here in the United States we do not eat nearly enough of them [peas and beans]. By turning chickpeas into delicious comfort foods, like waffles, we can meet people where they are."
Chickpea-Based Frozen Waffles
'Banza' Added Three Frozen Waffle Flavors to its Portfolio
Trend Themes
1. Chickpea-based Snacks - Banza expands its product line to include waffles, offering a healthier alternative to traditional frozen breakfast options.
2. Protein-packed Foods - Banza introduces three flavors of protein waffles, catering to a growing demand for nutritious convenience foods.
3. Healthier Breakfast Options - Banza aims to provide consumers with a better-for-you breakfast alternative by offering protein-rich waffles as a nutritious morning meal option.
Industry Implications
1. CPG - The introduction of chickpea-based frozen waffles by Banza presents an opportunity for the CPG industry to tap into the growing market of healthy, plant-based convenience foods.
2. Frozen Food - Banza's expansion into frozen waffles offers a disruptive innovation opportunity for the frozen food industry, allowing for healthier and more nutritious options in the freezer aisle.
3. Breakfast Foods - With the launch of protein waffles, Banza provides the breakfast foods industry with an opportunity to cater to health-conscious consumers seeking better-for-you options to start their day.