Photo by: Gabriella @thebarefootedkitchen
New York, NY — June 3, 2025 — Joyffles, the oat-powered waffle that’s redefining breakfast and snack time, is thrilled to announce its debut at the 2025 Summer Fancy Food Show at the Javits Center in New York City. From June 29 to July 1, Joyffles will be featured for the first time at Booth #4826B on Level 1 in the Naturally Network Pavilion, introducing its clean-ingredient, gluten-free waffles to buyers, distributors, and media from around the world.
Joyffles began in a small NYC kitchen when founder Joyce Friedmann, a single mom and lifelong foodie, faced a delicious dilemma: her kids’ obsession with chocolate chip waffles. She wanted something just as fun — but better. One weekend, she swapped in oats, fruit, and plant protein to create a waffle that delivers joy and nourishment in every bite. The result? A snack-worthy, toaster-ready, no-compromise waffle that quickly became a hit beyond her home.
“What started as a weekend tradition turned into a mission to make clean, convenient food that families could feel good about,” said Friedmann. “Joyffles are kid-loved, parent-approved, and made for real life — whether you're running to school, practice, or a meeting.”
Each Joyffle is naturally gluten-free, dairy-free, soy-free, and sweetened with fruit — no added sugar in the batter, no artificial anything. They're soft and satisfying straight from the pack, crisp up in the toaster, and can even be enjoyed defrosted on the go.
Visitors to Booth #4826B will be among the first to sample Joyffles’ four flagship flavors:
- Banana Chocolate Chip
- Apple Cinnamon
- Apple Cranberry
- Banana Walnut
Come taste what the buzz is about — and see why Joyffles are flying off shelves across New York City.
About Joyffles
Joyffles is a woman-owned, NYC-based food brand on a mission to bring more joy to breakfast and snack time. Our oat-powered waffles are clean, convenient, and crave-worthy — made for kids, parents, students, professionals, and anyone in motion. With gut-healthy ingredients and no junk, Joyffles deliver real food, real fuel, and real joy. Find us in grocery stores, grab-and-go fridges, and now at the Summer Fancy Food Show.
For media inquiries, samples, or interviews, please contact:
Joyce Friedmann
Founder and President, Joyffles Oat Powered Waffles
joyce@joyffles.com
(c) 917.741.1438
www.joyffles.com
IG: @joyffles_waffles