High-Protein Waffles Fit In With Consumer Demand For Healthful Foods

Two thirty-something entrepreneurs are building a business based on healthful breakfast foods. Their first products include high-protein, high-fiber frozen waffles, and waffle and pancake mixes. Grocery stores in Missouri and Illinois have begun stocking the products made by the pair, whose company is called Start Right Foods. The waffles are gluten-free, contain no added sugar, and are packed with 15 grams of protein and a third of a cup of fruit and vegetables. The two waffle makers have arrived on the scene at the right time: Nielsen says consumers are reading labels, looking for more nutritious foods, and nearly nine out of ten are willing to pay a premium for them.