Golden Malted Rebrands, Reveals Modernised Logo

Golden Malted has this past weekend announced it is rebranding to “Golden Waffles”.

The new look started rolling out on what was National Waffle Day, which this year fell on Saturday.

Founded in 1937, the American firm is said to be the largest provider of waffle irons and waffle mix to restaurants, hotels, and theme parks not only across North America but also in over 60 countries worldwide.

“We’re changing our name to Golden Waffles because that’s what we do – we make golden, fresh-baked waffles!,” exclaims CEO Michael DiBeneditto.

“By simplifying our name and modernising our look, we’re making it clear that our singular focus is to bring joy to customers by serving the best fresh-baked waffles in the food service industry,” adds Alissa Davis, vice president of marketing for Golden Waffles.

The rebrand also comes on the heels of Golden Waffles’ new ownership under private equity firm Arbor Investments.

It further serves as a nod to previous company names (Carbon) and acquisitions made along the way (Heartland Waffles).

Source: Golden Waffles