Birds Eye has revealed a genius new way to cook its potato waffles - and it will save you loads of time

Birds Eye says this new way to cook their potato waffles will save you a huge amount of time.

The company’s product testers have spent more than 100 hours, and thousands of waffles, experimenting with cooking them in domestic toasters.

Now Birds Eye confirms that it can be done.

And “toasting” will also be added to its Original Potato Waffles packaging as one of the approved methods for heating them up.

Game changing

Before this development, hungry customers had to wait 20 minutes for their waffles to cook in a conventional oven.

Birds Eye recommends toasting the waffles for five minutes on a medium to high heat.

Steve Challouma, Marketing Director at Birds Eye, said: "We know there has been a lot of confusion and debate on this way of cooking our Original Potato Waffles so we decided to put it to the test.

"After days of rigorous 'toasting', we're happy to confirm it is safe to cook our waffles this way and it doesn't compromise on taste either – you can still expect the same delicious taste that is crispy on the outside and fluffy in the middle!"


Birds Eye was founded in 1923, by American Clarence Frank Birdseye II, who had developed a commercially viable way of freezing fish.

The company’s most famous product, fish fingers, were developed in Great Yarmouth in 1955, and have been on sale in the UK ever since.

Birds Eye in Europe is owned by Nomad Foods, a parent company based in the British Virgin Islands.

Nomad not only owns the Birds Eye brand, but also Findus, Goodfella’s Pizza, and Aunt Bessie’s - which it bought in 2018 for €280 million.

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