Banza Introduces a Nutritious Twist with Protein Waffles

Banza, a brand synonymous with chickpea-based delicacies, has entered the breakfast market with the launch of its Banza Protein Waffles available in three flavors: Homestyle, Blueberry and Chocolate Chip. This not only marks the company’s foray into morning meals, but also fortifies its presence in the frozen foods section following their October 2020 debut of Banza Pizza. 

Banza’s Chickpea Legacy

Starting its journey in 2014 with a pioneering chickpea pasta, Banza carved a niche in the alternative pasta sector. It’s noteworthy that today, Banza proudly stands as the fifth-largest pasta company in the US, rubbing shoulders with century-old heritage brands, while reigning supreme in the better-for-you pasta segment.

Building on its earned trust, Banza ventured into the frozen domain in 2020 with Banza Pizza — a chickpea-centric twist on the classic. Boasting two times the protein, three times the fiber and 25 percent fewer net carbs than leading cauliflower crusts, Banza Pizza not only attracted new consumers, but also garnered the highest repeat rate in its category.

Related: Is Protein Coffee Healthy and Which Companies Sell it?

Not Just Another Waffle

So, what makes Banza’s Protein Waffles stand out in an aisle filled with countless breakfast options? The answer lies in its ingredients and national profile. By transforming chickpeas into delicious, crispy waffles, Banza ensures consumers get 2.5 times more protein, three times more fiber and 35 percent fewer net carbs compared to mainstream waffle brands, without compromising on that beloved fluffy texture.

“We’re thrilled to introduce our first breakfast product: Banza Waffles,” said Brian Rudolph, CEO and co-founder of Banza, in a press release. “Our customers told us they want breakfast to be quick, delicious and nutritious. By turning chickpeas into waffles, we’re aiming to hit all three while forwarding our mission of inspiring people to eat more chickpeas and other beans.”

Chickpeas: The Superfood Star

The buzz around chickpeas isn’t without reason. Banza’s diverse product range — including pasta, pizza, mac & cheese, rice and now waffles — spotlights the versatility of the legume. Beyond its adaptability, the chickpea market’s growth is fueled by its myriad benefits for both human health and the environment.

Over the last four years, Banza has witnessed an impressive near-tripling in growth, becoming a staple for nine million households. The company’s ambitious aim is to command a ten percent market share in every category it participates in, while replacing refined grains with legume-based options.

One of those markets is the gluten-free pasta market, which was valued at $909.8 million in 2017 and is projected to reach over $1 billion by 2025, growing at a compound annual growth rate (CAGR) of 4.5 percent. Meanwhile, the global frozen waffles market is expected to grow from $2.92 billion in 2022 to $4.61 billion by 2030 at a CAGR of 5.9 percent. Thus, commanding ten percent of these markets is aspirational, but ultimately achievable for Banza.

With the introduction of Banza Protein Waffles, the breakfast landscape has changed. Offering a blend of nutrition, flavor and convenience, these waffles promise a morning boost unlike any other. Banza Protein Waffles are now available at all Whole Foods Market stores, both in-store and online, priced at $6.49. Bulk buyers can purchase a three-pack on Amazon.com and EatBanza.com for $35.99.