If you’re looking for our latest waffle adventures, features, & what’s to come. Lucky you! You’ve come to the right place. For all media & press inquiries please contact brittany@mywafflewaffle.com. We love to share the WaffleWaffle story!

Press Releases


  • March 28, 2016 WaffleWaffle, an All-American company delivering waffles that go so beyond breakfast they deserve a category all their own, announces the launch of their new product; WaffleWaffle Waffle Poppers. Today, this close knit Belgian waffle family is proud to unleash their chocolate chip Waffle Poppers being sold exclusively at select Sam’s Clubs.“We strive to […]


Lights, Camera, Waffles!


  • The Drum

    Founded in 2009 by two college classmates Justin Samuels and Sam Rockwell, WaffleWaffle is expanding its distribution to include Whole Foods and Gristedes among other chains. The New York-based agency Barker has been tapped to handle WaffleWaffle's branding and strategy including new packaging and logo design, along with media buying and planning for the frozen, gourmet waffle company.

  • NorthJersey.com

    Take two college roommates with a passion for waffles and knack for entrepreneurship and you get Waffle Waffle, the Belgian waffle startup.

  • BuzzFeed

    A dough-based Belgian-style waffle with some awesome American twists, WaffleWaffle has the authentic taste and perfect texture of European waffles combined with rock ‘n roll flavors that will send your taste buds on a trip around the world. Try these delicious fusion of sweet and savory flavors like Southern-Style Pulled Pork with egg, and cheese on an original flat bottom WaffleWaffle or Sweet N' Savory Meat Lovers bowl with maple WaffleWaffle, fluffy scrambled eggs, bacon, sausage, and cheese sauce.

Our story

WaffleWaffle was founded by Justin Samuels and Sam Rockwell while in college at the University of Wisconsin-Madison. As friends from the Wisconsin School of Business, both were always looking for the next great idea. And then it hit them – Waffles! While traveling the world, co-founders Justin and Sam discovered delicious waffles in various shapes, sizes, and flavors. Inspired by their travels, Justin and Sam were determined to bring elements from all waffles together to create the best waffle in the world. A WaffleWaffle is a wonderful dough-based waffle made with a distinctive blend of sugars, and packed full of the flavors waffle lovers enjoy most!