Welcome to the Wafflelution: Heart-Shaped for a Reason

When we think of traditional breakfast foods in the United States, we think of eggs, bacon, pancakes, hashbrowns and, of course, the beloved square-filled treat, the waffle.

But have you ever had a Nordic Waffle?

“It’s thinner, softer, and more like a crepe,” says Stine Aasland, Norway native and founder of the Minnesotan company Nordic Waffles. You may have seen them at the State Fair, or in your local grocery store freezer section here in the Twin Cities. “It’s also heart-shaped because it’s got some secret ingredients that I love,” Aasland laughs. If I had to bear a guess, I would say one of these might just be love itself.

In her home country, waffles are more than just something to fill your belly, they are a part of a culture. This culture is knows as “hygge” to Norwegians, and is a culture of coziness, of slowing down, of enjoying the moment and the company of family and friends. It’s a fluffy blanket in front of the fire with a few laughs, or the taste of a waffle spiced perfectly with cardamom.

The Nordic Waffle looks a bit like a sandwich, with the heart-shaped waffle folded in half and filled with toppings like turkey and bacon, smoked salmon and cream cheese, berries and cream, or even marshmallow and chocolate.  

Nordic Waffles was founded in 2016, after Aasland decided to pack up her two suitcases, sell her waffle-filled convenience stores, and bring her “Waffle Queen” status to the land where dreams come true. “I love my country, but it’s really small,” Aasland says; the sheer population difference between Norway and the United States made her decision to move an obvious one.  

After she landed, it took her awhile to figure out where to put down roots, but when she finally found us here in Minnesota, she knew this was it. “When I came here, it was like a home away from home,” she remembers. “Midwestern people, they are actually different from other people that I met around the country, because they actually help.” In no other state did she find the overwhelming feeling of support and love for her waffle dreams. Her “Wafflelution” now had a solid foundation.

Aasland started building her brand and hitting the ground running at fairs and festivals; the first larger event Nordic Waffles was a part of was our very own Twin Cities Pride festival, in fact! She remembers it well, they had their first double tent, and felt even more love and support as they dished out the hygge.

In 2017, Aasland began to build her key support team, and one huge part of that team is Nordic Waffles CEO, Jeremy Ely. Aasland says Ely is the grounding force to her dreamy entrepreneurial spirit. As she puts it, laughing, “I see the unicorn and he sees the fence.” Ely is also an out and proud gay man.

(Fun fact: Ely’s husband Derik also eats, sleeps, and breathes waffles as Nordic Waffles’ “Marketing Architect,” an awesome title that basically means he does a lot!)

When Ely started, his job was to prepare their go-to-market strategy and get the freshly-made waffles into as many places as possible, constantly on the road. Not long after, however, he and Aasland got the call of a lifetime during a trip to Chicago: Nordic Waffles was selected to be a part of the 2018 Minnesota State Fair. This was a dream come true, and really launched the business to new heights. They sold 42,000 waffles in just 12 days their first year. In 2019 the team also opened a retail space in the Rosedale Center food court.  

Fast forward to 2020, and some pivots were needed.

“If there is one thing that I am so proud of, it is how in 2020 when the world shut down and we lost 80% of our business overnight, that our team was back at the table in a closed, dark, shutdown mall at Rosedale, and we decided to not give up,” Aasland says. “That’s when we invented the frozen waffle.”

Today, Nordic Waffles’ frozen waffle line is their bread and butter, and it has been wildly successful due to the team’s dedication to finding solutions. The delicious and comforting frozen waffles can be found in two-packs at grocery store chains such as Hyvee, Lunds & Byerly’s, and Cub Foods, and also in single-serve form at local coffee shops and convenience stores (you can find these locations on their website).

The frozen options for now include an egg, cheese, and bacon; egg, cheese, and sausage; and berries and cream waffle sandwich that can be heated up in the oven, microwave or air fryer.

Nothing could be more hygge than a waffle from the comfort of your own home!

So, it’s in the title, but just what is the “Wafflelution” all about, you ask?

“We define it as re-defining how Americans experience waffles,” Ely says. This not only includes how they taste and how they make you feel, but also what the heart shape represents. Nordic Waffles’ commitment to values like diversity and inclusion extend to everyone they do business with. They aren’t afraid to stand up for what they believe in.

“Love is just love, it’s not political,” Aasland states firmly, “If there is anybody ever that doesn’t support those values, then we don’t do business with them. It’s as simple as that.”

Hallelujah!

Aasland says her favorite Nordic Waffle is made with Norwegian sweet brown cheese and berry sauce, but that she also has a soft spot for the key lime pie waffle (word on the street is that the Queen of Norway may have also eaten a key lime pie Nordic Waffle when she visited in 2022 and left no crumbs behind…). Ely says his favorite is definitely the breakfast waffle with a drizzle of chipotle mayo for an extra kick.

What’s new this year? Well, they couldn’t tell me much, but they hinted that they are constantly innovating, especially for the State Fair. Stay tuned for more deliciousness…

In the meantime, they will continue to spread the love of the waffle, and bring the culture of hygge with them into everything they do.

Nordic Waffles wants to say, “Thank you to the community for supporting us and for continuing to support us. We’re really excited about the future, and we’re really excited to be able to bring everyone along with us and be part of what we’re building.”

Come support them at the Minnesota State Fair this year and pick up some waffles for an extra special treat next time you’re at the store!

Love is just love. Or maybe it’s a waffle.

Nordic Waffles
Instagram:@nordicwaffles 
www.nordicwaffles.com