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2024 WINNER: FOODSERVICE / FRONT OF HOUSE

There’s a time to study trends—and then there’s a time to take action and translate trends into tastes. That’s the story of Simplot Food Group, which this March introduced what it calls the “world’s first waffle-flavored potatoes.”

A division of the JR Simplot Company, Simplot Food Group, Boise, Idaho, processes frozen potatoes, vegetables, fruits, avocados and grains for foodservice commercial and non-commercial operators. And anyone with a keen eye for menu trends can see that the popular entrée pairing of chicken and waffles has taken off in restaurants. Industry data show a 46% rise in chicken and waffle listings during the past four years and a staggering 636% surge since 2012 (Datassential MenuTrends 2023).

Pardon the play on words but that’s no small potatoes. That had Simplot executives looking for gaps—windows of market opportunity in 2023. And five months later, this March, Simplot debuted Simplot Maple City Waffle Fries and Waffle Bites.

“We love to be trailblazers in the culinary innovation world and for this new product, we traveled the country to taste, smell and look at flavors, shapes and sizes,” says Michael Zeller, Simplot’s senior corporate executive chef, R&D. “These waffle-flavored potatoes are made with real maple syrup, and have cinnamon, vanilla, and nutmeg notes. They are the perfect match for chicken, morning eggs, and represent an exciting new potato option in a breakfast daypart that has seen little innovation in recent years. This new brand addresses three big trends: late-night snacking, extravagant breakfasts, and one-handed meals. Our portable and convenient solutions also cater to the fast-paced lifestyle of QSR customers—and they smell and taste amazing.”

Ark Anantachote is a Simplot Food Group senior food scientist.

“Our biggest R&D process hurdle was achieving the exact Maple Waffle flavor on a potato product. It was challenging to replicate the flavor typically found in waffles,” he says. “Our team tested more than 40 different batter flavors, experimented with various spices and treatments, before we finally matched the targeted flavor. The collaboration and persistence of the team were key in overcoming this challenge.”

“The Maple City project was both enjoyable and challenging for our R&D team,” echoes Kimberly Button, senior manager Innovation-Core Categories. “We faced significant hurdles, including defining the product, establishing a target or reference product, working within a tight development timeline, and developing a highly complex flavor profile. To tackle these challenges, we formed a strong cross-functional team comprising R&D, Culinary, Sensory, and Marketing professionals. Our R&D team closely partnered with key suppliers to rapidly source ingredients and flavors, ensuring we adhered to the tight schedule and ultimately deliver on the complex flavor profile of the product. We conducted multiple rounds of testing, with the cross-functional team meeting regularly to taste, review, and refine the prototypes. The success of the project is a testament to the dedication and innovative spirit of every team member, demonstrating our collective commitment to achieving excellence for the Simplot company.”

From concept now to the consumer’s mouth—Button says she could not be more pleased with the finished product.

“As this product debuts, what makes me most proud is to witness the genuine delight in our customers' reactions. When they take that first bite they expect just a regular French fry. But instead, they experience the unique burst of rich maple waffle flavors and it's an incredible moment. Seeing their surprise and excitement is the ultimate reward. It makes all our behind-the-scenes efforts feel truly worthwhile.”