Vending’s Next Big Thing? It Really Helps That WAF*FULLS Dwarf The Competition.

PV & OCS were interested to learn more about this new product, WAF*FULLs that you can source from your favourite wholesaler, Automatic Retailing Northern and that is flying off the spirals across an increasing number of vending operators, more than 50 at the last count.

New to market brand WAF*FULLS has been causing quite a stir following its launch in July. It seems that the team at Worldwide Food Sourcing has done its homework when it comes to understanding how its products tick the boxes in meeting the changing needs of the vending operator.


Worldwide Food Sourcing Director, Paul Scandrett says:

‘We checked the market, and whilst revenue is growing vending operators are finding snack consumption and revenue challenging. Consumer perception is that quality and value is more available on the high street than in a vending machine. Traditional vending brands are reducing the size of their products with no sign of any reduction in pricing so to find a product that looks larger than average , fits perfectly in bar spirals, is competitively priced and tastes delicious would be a real find!

We could see that there was a real opportunity for brands that are appealing and different. Vending operators were asking for new products that have a broad target market but represent greater perceived consumer value and make price comparison less obvious.

So, what are WAF*FULLS?

WAF*FULLS are a soft Waffle sandwich, available with a great range of flavoured fillings. Initially we have launched to the vending market with Strawberry and Double Choc. Strawberry – 2 plain soft waffles, made with fresh eggs with a delicious Strawberry filling in between, Double Choc – 2 Choc flavoured waffles made with fresh eggs with a rich chocolate filling in between. Our branding looks impactful on shelf and our product is delicious. They are exempt from VAT, CQUIN compliant (under 250 calories per product) and are manufactured with a 12 months shelf life.

Our 50g product fits in bar spirals and looks like great value, especially when merchandised alongside traditional smaller confectionary bars. It’s a simple concept but in pre-launch trials we learned that consumers seemed happy to pay £1 for a product that looks interesting and represents better value than perhaps 80p for a smaller branded one. We appeal to a broad range of consumers and snacking occasions which we have found is great for the vending operator who typically works across many different environments.

We know that WAF*FULLS are delivering a strong sustained rate of sale, often at a premium retail price due to their perceived value and point of difference. The great news for vending operators is that they have a very competitive buy in price point thus making our proposition a real profit pack opportunity.

What’s more, we have a pipeline of exciting new product innovation. First up, look out for our fantastic Salted Caramel and Apple variants coming soon.

The WAF*FULLS range is delivered in cases of 48 x 50g and is available exclusively now via Automatic Retailing.


PV & OCS thanks Worldwide Food Sourcing for their time, and we can’t wait to try the product for ourselves. So, if you’re a vending operator and you’re not already one of the converts, think on: WAF*FULLS is classed as a bakery item, so there’s no pesky VAT to deal with.

Whilst ‘size’ might not be the be-all-and-end-all, when you’re selling snacks though a glass door, it really helps that WAF*FULLS dwarf the competition.

Got a new product ready to launch into Vending? Get in touch with us at Planet Vending & OCS HERE

About the author

Yvonne Reynolds-Young

Planet Vending’s MD and Publisher is Yvonne Reynolds-Young. An island of corporate common sense surrounded by oceans of creative madness, Yvonne is the person to call if your intention is to make something happen. (She controls all the diaries and all the money, FYI). She’s also our Social Media Queen, single-handedly responsible for building PVs presence on LinkedIn, FaceBook and Twitter and thereby driving record volumes of traffic onto the site.

‘Customer service is my responsibility and it’s my job to make sure we’re always ahead of deadlines’ she says. ‘My background in big business means I speak the same language as our corporate clients and understand the particular pressures they face when working in the vending arena.’

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