Jacquet Brossard: Converting Americans to Real Waffles—Gaufres!

(Sponsored Article) Sick of crying into your box of frozen waffles, wondering if you can get your hands on a waffle that seems a little less like it’s made of cardboard? Wipe those tears away, because the French group Jacquet-Brossard is coming to the U.S. to sell waffles. Real ones. Gaufres.

Gaufres are similar to American waffles in that they have the same divets in their surface, and are either round or square. Where the incredible gaufre differs from (and surpasses) the tragic American waffle is in taste and texture. American waffles are processed, manipulated over and over again: frozen, toasted, soggy, burnt, reheated, and always plain-tasting. Gaufres are home-cooked, good as-is: out of the package or reheated, gaufres are sweet and light, with a crisp exterior and a soft interior. And America is finally getting them from Jacquet Brossard.

“Americans’ tastes in pastries are changing, diversifying,” explains Matthieu Bernet, director of Jacquet USA. “A few years ago, only 100% American products were available in supermarkets. Things like muffins.” But recently, due to an increasing demand, supermarket shelves have been stocked croissants and French sweets of all kinds. Thanks to this movement, the delicious Jacquet Brossard gaufres are available fill the hungry space in your stomach.

Imported from Belgium, the Jacquet gaufre enters into a waffle market dominated by Eggos. “We’re up against a mass-produced, processed product, but we’re offering a quality product made without preservatives or dyes,” emphasizes Bernet. A subdivision of the agricultural co-operative Limagrain, Jacquet Brossard’s healthy, wholesome options are a welcome change from the usual parade of processed foods that slide down the conveyor belt at check out.

Besides bringing gaufres to the U.S., Jacquet is also importing crêpes. Made in the heart of Bretagne, the crêpes will be available plain, or already filled with strawberries or chocolate. “The gaufre is already popular because it’s an American breakfast staple. The crêpe is not, so it will definitely need more time to become popular,” remarks Bernet.

Jacquet products are already distributed in more than 2,500 places on the East Coast in the U.S., and available everywhere online. Unfortunately for French expats in America, Brossard won’t be launching it’s famous-in-France product, Savane, nor will Jacquet be importing their white bread. These French bakers would rather focus on getting the products that really reflect the French (and Belgian) “savoir faire”. Even though Americans won’t be getting Savane (the better version of a Twinkie), we rejoice in being able to leggo our Eggos for a real, good gaufre.

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