The mystery that has puzzled potato lovers for years has finally been solved. Birds Eye, the UK’s leading frozen potato waffle brand, is proud to introduce its latest innovation: Potato Waffholes. Yes, you read that right – proof that good things come in… well, holes!

There’s something deeply human about our need to solve life’s great mysteries—where do missing socks go? Why does toast always land butter side down? And, of course, where do the waffle holes go? For years, people have pondered this existential question, some assuming the holes vanished into the void, others whispering about a top-secret underground waffle facility. Birds Eye produces over one million of their iconic potato waffles every day, which means there are 7 billion waffle holes unaccounted for… so where are they??

At last, Birds Eye have unveiled the hole truth on this closely guarded secret. Described as “bite-sized bliss,” the Potato Waffholes are golden, crispy, and irresistibly moreish; perfect for snacking, sharing, or just enjoying …who knew holey goodness could taste this great?

Alex Townsend, Potato Waffles Brand Manager at Birds Eye, commented: “We’ve heard the questions, we’ve seen the conspiracy theories, and we knew it was time to reveal the truth. Those little holes don’t just vanish, they’ve been secretly waiting for their moment to be the centre of attention, and it’s now time to fill the gap in the market – literally. After years of keeping this under wraps, we’re thrilled to finally celebrate the launch of the new Birds Eye Potato Waffholes”

Finally, we have closure. Finally, the world makes sense again. And finally, we can all snack on those crispy holey mysteries.