January 2024

Waffle Amour Sugar Waffles are now available in HelloFresh

We are proud to say that we have now launched our Waffle Amour sugar waffles with HelloFresh as part of their meal kit offering across the UK.

October 2023

The Flan Co launched in ASDA nationwide.

Our flan is expanding, now in ASDA stores across the UK.

October 2023

New Launch: Iceland – The Daily Bakery Sugar & Choco Waffle

Its been fantastic working with the Iceland team to expand their Daily Bakery brand with the launch of our waffles.

September 2023

Marzipan stollen in Sainsbury’s and Iceland stores across the UK

For the Christmas season we have launched our Kuchenmeister 200g Luxury Marzipan stollen in Sainsbury’s and Iceland stores across the UK

July 2023

New Launch in Costco UK

Fantastic to see our Oreo and Milka chilled snacks in Costco stores throughout the UK. 

June 2023

Waffle Amour Sugar Waffles are now stocked in Morrisons nationwide

After the successful launch of our chocolate waffle last year we are excited to say that our Sugar Waffles are now stocked in Morrisons nationwide.

April 2023

New Product:”The Flan co” Launched in Waitrose stores

The Flan co. has now landed in 187 Waitrose stores across the UK, ready in time for summer.

December 2022

Launched our Oreo and Milka Chilled Snacks into FarmFoods stores

We are proud to announce that we have launched our Oreo and Milka Chilled Snacks into FarmFoods stores across the UK.

November 2022

Waffle Amour launched chocolate waffle in Morrisons

Waffle Amour is spreading, we have just launched our chocolate waffle in Morrisons across the UK and are now working to secure further listings in 2023. Watch this space.

September 2022

Happy Snax & Thingies multipack snacks are now available in Iceland

Happy Snax & Thingies multipack snacks are now available in Iceland, launching in 600+ stores across the UK.

August 2022

Partnership with TSC and launch in Home bargains

After months of endless hard work, our team has finally secured our partnership with The Chilled Snacks Company and are proud to have the milk snacks listed in 400 + HOME BARGAINS stores.

March 2022

Waffle Amour in OCADO

We are so excited to share with you that our Waffle Amour range is now available in OCADO where you can also pick up our New Organic & Vegan Waffles.

May 2021

Waffle Amour in Co-op

We have just launched our Waffle Amour brand in Co-op stores nationwide. The team at the office are excited at the prospect and cannot wait to see them flying off the shelves.

January 2021

Filled Waffles in Waitrose

We are excited to introduce our new range of frozen filled waffles. An exciting twist on a classic waffle recipe.

September 2020


After almost 18 months of product development we are very excited to launch our new TOASTEEZ brand in the UK. The challenger brand was developed to bring some real innovation to the chilled ready-to-cook category. Please see our link in the Grocer.

February 2020

NPD – Frozen Waffles

It is February and we are busy bringing together the Frozen Waffle concept with the final design touches and pack size options. Looking forward to taking the brand into new categories.

January 2020

New Product Launch

January saw the first samples of our new brand ‘Café Amour’ 180g caramelised biscuits land in the office, they look fantastic and we can’t wait to see them on the shelves.

December 2019

Christmas Campaign 2019

Our Christmas Social Media Campaign for Waffle Amour was a cracking event and generated a real buzz around the brand.

We know our enthusiastic fans love a bit of Waffle.

October 2019

Exhibition Anuga 2019

Our Waffle Amour stand at Anuga was a great success with buyers from Asia (China, Hong Kong and Japan) and South America (Brazil, Chile and Uruguay) complimenting the Waffle Amour Branding and expressing serious interest to continue the dialogue.

June 2019

Fancy Food Show – Trip to NY

We are looking to exhibit at the FFS in 2020 to help further grow our Waffle Amour brand internationally, gain a greater understanding of the US market and meet several distributors. Suffice to say, the feedback from our visit was fantastic ,we even managed to get a meeting with Kevin Head, the Vice President of Walmart. Kevin was very excited about the brand and passed us onto the Morning Goods buyer @ Head Office. We keep our fingers crossed about the potential opportunity.

April 2019

CIRIO Italy partners with United Food Brands to enter the UK Olive Oil, Glazes and Vinegar categories.

Olive oil is regarded as a commodity and as such, it is very competitive and dominated by some of the biggest brands in the UK. However, as Cirio is Italy’s favourite food brand, with over 150 years of heritage and tradition and an already existing customer base in the UK, we see this as a fantastic opportunity to help further grow the brand in the UK.

April 2019

New Sugar Free Waffles – agreed listing @ Central England Co-op

Again, after many months of NPD we are finally ready to launch our new Sugar Free Waffles. For all those that are looking to lessen there sugar intake they are surely in for a treat, the quality is fantastic. There are 5 individually wrapped waffles per box, keeping the product fresher for longer, helping to reduce wastage.

March 2019

New Vegan Waffles

Our new Organic Vegan Belgium Waffles are here! Whether you are a full time vegan or just looking to reduce your intake from animal products, this is sure to satisfy your needs.

October 2018

Our Waffle Amour Toasting Waffles launch exclusively with JS in over 1000 supermarkets

Coinciding with the Belgian Waffles on a £1 promotion on corporate plinths across the UK.. Our Toasting waffles launch alongside them to a flying success.

September 2018

launch of our new Party Bag of Bello Artizano Wafer Cubes – RSP £1.49

In September we launched our new Bello Artizano Wafer Cubes with an immediate listing all Dhamecha Cash & Carrys in the UK, successfully breaking into the London market.

August 2018

Waffle Amour launches exclusively with Sainsbury’s

Our new Waffle Amour premium Belgium Waffles launch exclusively with Sainsbury’s across the UK in 400+ Supermarkets.

June / July 2018

Waffle Amour extends the brand to include toasting waffles.

After the opening success of our chocolate and sugar waffles we were quickly asked to include Toasting Waffles within our brand.

May 2018

Bello Artizano – Italian Puff Pastry with Strawberry, Blueberry and Apple Preserve.

Italian Puff Pastries with a variety of real fruit fillings. After the initial launch in April the sales have started very well and are available nationwide in Farmshops, Delicatessens, Garden Centres and Independent retailers.

April 2018

Waffle Amour – Final Samples arriving w/c 23rd May

Waffle Amour – Premium Belgium Waffles baked using the secret Liege recipe. Available to order from May 18.

5 packs of individually wrapped waffles per pouch.

March 2018

The Shires re-brand is up and running!

As times change, so do consumer trends and tastes, this goes for packaging too, hence why we are now trialing a Shires re-brand with a select group of customers to gauge the consumer response – starting off with our ‘On the go’ granola bars.

Early February 2018

2018 Sales Meeting & Private Label Agenda!

A short but sweet trip to visit one of our manufacturing partners to discuss our sales targets, NPD and private label agenda for 2018.

January 2018

Always something new on the go!

Here is the first draft of our new Bello Artizano Wafer Cubes! They will be available in 250g bags, perfect for sharing with family & friends.

Late October 2017

Playing around with packaging in the office!

Making mock ups of our new packaging in the office, trying to get a feel for the range… a few more tweaks are needed !

Anuga 2017

Happy times with suppliers!

Despite a challenging year with all the uncertainty of Brexit we still have much to celebrate after a fantastic 2017 so far…

September 2017

The final product… they taste incredible!

The first trial production run of our new pastries was a complete success and tasted perfect.

September 2017


This is the first visit to our new supplier in north Italy after several months of taste testing and packaging brainstorm sessions. We are launching a new range of products under our ‘Bello Artizano’ brand in 2018… think of a fresh Danish pastry with real fruit but in a retail format with an extended shelf life, its going to be very special !

August 2017

Sneak peak at our new brand ‘Waffle Amour – With love… From Belgium’

Here is a sneak peak at our new Waffle brand which we aim to launch at the beginning of 2018. The quality is exquisite and we are all very excited to show our clients. Fingers crossed for a great success.

July 2017

New Granola packaging is finally complete

Our new range of Crunchy Granola Bars are finally ready after almost 18 months of testing to ‘get the flavour right’. Designed for all the active ‘on the go’ people, it’s your new snacking essential. Planned to launch in stores early 2018.

June 2017

In discussion with a new Kettle Chip Manufacturer

We are contemplating expanding into the Kettle chip sector but with so much competition and a saturated market it does look difficult. Time for some depth market research.