Startup CPG Newswire:
A $12 Box of Frozen Waffles Just Won Startup CPG’s 2026 Shelfie Award for Breakfast — Meet Mama Knows
PRESS RELEASE — NEWS PROVIDED BY Nura Ghoniem for Mama Knows
DALLAS, TX (SEPTEMBER 2026) — A $12 box of frozen waffles just took home one of emerging CPG’s top honors.
Mama Knows Waffles has been named the Breakfast winner in the 2026 Startup CPG Shelfie Awards, standing out in a competition that drew more than 2,000 products from emerging brands across the country.
Mama Knows isn’t trying to make the cheapest waffle in the freezer aisle. That’s the point.
Every ingredient used in Mama Knows waffles is organic. The recipes are made with thoughtfully selected, nutrient-rich ingredients such as organic Greek yogurt, organic pasture-raised eggs, organic unbleached flour, organic vegetables, and organic pure maple syrup—ingredients more commonly found in a family’s kitchen than in a conventional frozen waffle.
That commitment also translates into meaningful nutrition. Each Classic and Apple Cinnamon Chia waffle contains 7 grams of protein, while each savory Broccoli Cheddar waffle delivers 9 grams of protein.
“We know $12 is a lot for a box of waffles,” said Nura Ghoniem, co-founder of Mama Knows. “But we didn’t start by asking how cheaply we could make a frozen waffle. We started with the waffles we wanted to feed our own kids and worked backwards from there.”
“We are trying to be the waffle parents reach for when they want convenience without lowering their standards. Organic ingredients cost more. Protein-rich ingredients cost more. Refusing to take shortcuts costs more. But if we wouldn’t take those shortcuts when feeding our own children, we aren’t going to take them when feeding yours.”
That philosophy is reflected across the brand’s lineup. Classic delivers the familiar comfort families love, Apple Cinnamon Chia adds a naturally sweet and fiber nutrient twist, and Broccoli Cheddar turns real vegetables into a savory waffle children are genuinely excited to eat.
At $12 per box, Mama Knows is asking consumers to see frozen waffles through a new lens: not as an inexpensive filler food, but as a thoughtfully made breakfast capable of delivering convenience, meaningful protein and comforting flavor in the same bite.
The Shelfie Award win signals that consumers and industry leaders may be ready for exactly that.
About Mama Knows
Mama Knows makes organic frozen waffles for families who want convenience without compromising on ingredients. Made in small batches in Dallas, Mama Knows was born from a simple idea: make the frozen waffle you’d be proud to serve at your own family’s breakfast table.
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