Q.bel Brings Wafers into the 21st Century

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New Q Thins Bring Whole Grains to the Table

Maybe it’s not the biggest development in baking since sliced bread, but it is pretty big news in a category that hasn’t changed much for generations. Various wafer brands have their own little spin on the classic crisp rectangle, but all have followed a basic theme: make a batter with flour, bake it in thin sheets, and pair the crisp sheets with creamy filling. Q.bel Foods, LLC, of Nyack NY shook things up a couple of years ago when they introduced chocolate covered wafers as candy bars to natural retailers, who were delighted to be able to offer an impulse treat that could gratify the same craving that usually results in the purchase commercial candy bars. Today, they’re shaking it up again.

In what they call the first new development in the wafer landscape for generations, Q.bel announced the introduction of Q Thins, imported whole grain wafers with double dark Belgian chocolate. "People want to indulge, but they’d prefer to keep it real,” said Bahram Shirazi, Founder and CEO of Q.bel. “We saw a gap in the marketplace. Wafers are an extremely popular cookie format, and have been for decades. Whole grains and dark chocolate are on everyone’s health checklist. But no one has put these three elements together.” Q Thins offer real indulgence, real ingredients, and just 35 calories per wafer.

The Q Thins package, a completely recyclable box made from 95% recycled paper, is designed to be merchandised with cookies. Q Thins are thin whole grain wafers made with teff, an ancient Ethiopian grain, and half covered with 70% cacao Belgian chocolate. They are available with two fillings, Vanilla and Hazelnut, and have an SRP of $3.49.

The Q.bel impulse product line was launched in January 2009, with an initial national rollout by Whole Foods Markets. Since that time, the product has been selected by many leading retailers in the health and natural foods industry. In less than two years, Q.bel sold over two million candy bars, attaining the number one rank in the “All-Natural Chocolate Wafer” category.

For more information about Q.bel, visit http://www.QbelFoods.com.

About Q.bel
Since January 2009, Nyack, NY-based Q.bel Foods has been offering absolute, no compromise indulgence in a better-for-you format.
The company’s mantra, printed on every package, is: “Be True. Be Honest. Be Good.”, and is Q.bel’s commitment to making the world’s best tasting, all-natural chocolate treats. Learn more at http://www.QbelFoods.com.

Media Contact
Bahram Shirazi
Tel 917 992 9830


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Bahram Shirazi
Q.bel Foods
(917) 992-9830
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