The Beloved European Breakfast Food That’s Taking Over Grocery Shelves

Waffles have long been an important American breakfast staple. The concept arrived with the Pilgrims in 1620, after a stop in Holland, and the Dutch immigrants who settled in New York helped cement its place on our morning tables. 

In more recent history, the bulk of a generation grew up yelling, “Hey! L’eggo my Eggo!” while even more bore witness to Leslie Knope’s love for the “world-famous” waffles at JJ’s. Offscreen, in 2015, Choice Hotels International made fresh, hot waffles the reason to stay at its chain, with the competition following suit and introducing upgrades not long after. Waffle House, a regional chain so devoted to serving them 24/7/365, is used by FEMA to gauge the threat level of disasters and emergencies.

Despite all that, since Belgian beauties were introduced at the 1964 World’s Fair, winning Americans over with soft, fluffy middles and quartered portions, there hasn’t been too much change on the waffle front — until recently. You may have noticed there’s a hot new European import that’s creeping up in multiple aisles at the grocery store: Belgian Liege waffles. And, dare I say, they’re in a league all their own.

Liege waffles, named after the city where they were invented, aren’t anything new overseas. “When you go to Belgium, you’ll be offered two types [of waffles],” explains Lynsey Edge, a head of new product development for St. Pierre Bakery, a beloved brioche brand. “The Brussels waffle, made from a liquid batter, and a Liege waffle, made from a yeasted raised dough, which includes sugar pearls.” These two traits are the key differences between conventional and Liege waffles, which St. Pierre launched in March.

Because Liege waffles are made with dough that’s pressed into an iron, they’re more compact, fat, and irregular around the edges, points out Ayeshah Abuelhiga, CEO and founder of Mason Dixie Foods, a Baltimore-based company that makes frozen biscuits, waffles, and breakfast sandwiches. “Belgian waffles are usually rectangular or square,” she notes, or wedges from a round iron.

And they’re not made with any ol’ dough: Both Mason Dixie Foods and St. Pierre Bakery use brioche as the base for a richer, more indulgent, and denser bite.

On top — or, should I say, inside — of that is pearl sugar, what Joe Beauprez, a senior director of marketing for Frozen Foods at Kellogg Company, Eggo’s parent company, calls the “magical ingredient” that makes the brand’s Liege-Style Waffles “so delicious.” He adds, “It gives it an added crunch and sweet layer around the exterior.” Edge agrees, which is probably why her brand is “generous with [the] sugar pearls.” 

Well, a few reasons: Waffles are trending, and not just on social media. “Waffles are a growing category in the U.S., worth $1.2 billion in retail and up 10 percent on last year,” says Edge. “We are seeing double-digit year-over-year growth trends in Liege waffles in the U.S., especially in food service locations (like restaurants and cafes),” adds Beauprez, “which grew 39% over the last year.” 

“They’re a great base for creative food ideas,” says Abuelhiga, coupled with the grab-and-go appeal for parents and others returning to their offices. Plus, as Edge points out, “the trend for ‘premiumization,’” or shoppers looking to elevate their everyday meals (a carryover from home cooking at the height of the pandemic) “is still alive and well.”  

When we say Liege waffles are popping up all over grocery stores, we really do mean all over. You can now find them in the freezer, fridge, and bread or bakery sections, including the highly sought-after end-of-aisle displays. You’ll even find them in bulk warehouses (hello, Costco) and online retailers, like Goldbelly. There are well over a dozen options (all taste best warm — a quick spin in the toaster unlocks the waffle’s crunchy elements and its aroma). These are three to keep an eye out for on your next grocery run.