Company: Birch Benders

Website: birchbenders.com

Introduced: March 2018

Distribution: National

Suggested Retail Price: $3.99

Product Snapshot: Birch Benders co-founders Matt LaCasse and Lizzi Ackerman had a goal to create a delicious and nutritious toaster waffle, taking them all the way to the waffle capital of the world—Belgium. There they discovered the secrets of waffle bliss: crispy on the outside, fluffy on the inside. As a result, these new frozen waffles are available in four flavors: Buttermilk, Homestyle, Protein, and Paleo. 

Of note, the Paleo SKU is the first ever frozen Paleo toaster waffle to hit shelves, and contains no gluten, dairy, grains, or added sugar and the Protein variety packs a whopping 11g of protein per waffle. Starting this month, these varieties will be available at Sprouts, Central Market, and Natural Grocers for $3.99.