WAVERS by DOUGHBRIK’S is redefining the snack aisle with a product that brings together bold flavors, a distinctive crispy texture, and an ambitious international growth strategy. Developed by Tastemaker Food Products Co., the brand draws inspiration from the iconic Doughbrik’s Pizza, translating its savory appeal into a snack format that feels both familiar and refreshingly new. With a recent expansion into more than 1,000 NORMAL stores across 14 European countries, WAVERS is making a strong statement about its place in the global snack market.
For consumers seeking a snack that delivers on both taste and texture, WAVERS offers a compelling option. The brand’s focus on innovation and quality is evident from the first bite, and its growing retail footprint means more people can experience what makes it special. Whether you’re a longtime fan of Doughbrik’s Pizza or simply looking for something different in the snack category, WAVERS is worth exploring.
What is WAVERS by DOUGHBRIK’S?
WAVERS is a snack brand that combines the culinary inspiration of Doughbrik’s Pizza with modern snacking sensibilities. The product features a crispy, wafer-like texture that sets it apart from standard chips or crackers, and it comes in a range of bold flavor profiles designed to appeal to adventurous eaters. Co-founded by consumer packaged goods veterans Adam Thor Cohen and Jerry Bello, alongside content creator and entrepreneur David Dobrik, the brand leverages deep industry experience and a fresh approach to product development and consumer engagement.
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The European launch introduces an 80g snack format, optimized for retail display and convenient consumption. This size is part of a broader strategy to build a scalable production and distribution platform across Europe, allowing WAVERS to serve a growing network of retail partners while maintaining consistent quality. The brand’s manufacturing capabilities have been expanded to support this international push, ensuring that supply can meet demand as new markets come online.
What stands out
Distinctive texture and flavor
The most immediate differentiator of WAVERS is its crispy, airy texture, which is inspired by the crust of Doughbrik’s Pizza. This gives the snack a satisfying crunch that holds up well in the mouth without being too heavy or greasy. The flavor profiles are equally bold, drawing on pizza-inspired combinations and other creative pairings that make each bite interesting.
Founder expertise and brand story
The team behind WAVERS brings a wealth of knowledge from the consumer packaged goods industry. Adam Thor Cohen and Jerry Bello have deep experience in building snack brands, while David Dobrik adds a modern content-driven marketing edge. This blend of traditional industry know-how and digital-savvy storytelling gives WAVERS a unique position in the market.
International retail partnerships
The rollout through NORMAL, a rapidly growing European retail chain with over 1,000 stores, demonstrates the brand’s ability to secure meaningful distribution. NORMAL’s focus on product discovery and low prices aligns well with WAVERS’ innovative positioning, giving the snack exposure to millions of shoppers across 14 countries.
Scalable manufacturing infrastructure
To support its international ambitions, WAVERS has invested in European production capabilities. This regional manufacturing platform allows the brand to serve retail partners efficiently, reduce supply chain complexities, and maintain product freshness across distant markets.
Who it’s for
WAVERS is designed for consumers who enjoy bold, creative snack flavors and appreciate a unique texture. It appeals to fans of Doughbrik’s Pizza, as well as anyone looking to break away from standard chip or cracker options. The brand’s adventurous flavor profiles make it particularly suitable for those who like to experiment with new tastes.
Additionally, WAVERS is a strong choice for retailers seeking to differentiate their snack aisle with an innovative product that has a compelling brand story. The partnership with NORMAL highlights how the brand fits into a retail concept centered on discovery and value, making it attractive to both shoppers and store operators.
What makes it worth considering
WAVERS stands out in a crowded snack market because it doesn’t just replicate existing formats—it brings something genuinely new to the table. The texture alone is enough to grab attention, and the bold flavors ensure that consumers keep coming back. The brand’s commitment to quality is evident in every aspect, from ingredient selection to packaging design.
The international expansion through NORMAL is a strong indicator of the brand’s growth potential. By securing distribution in 14 countries simultaneously, WAVERS demonstrates both the appeal of its product and the capability of its team. For consumers, this means increased availability and the opportunity to discover a snack that is truly distinctive. For the industry, it signals that innovation and smart partnerships can still drive success in the competitive snack category.
Verdict
WAVERS by DOUGHBRIK’S is a snack worth seeking out. Its combination of bold flavors, unique texture, and ambitious international rollout makes it a standout choice for anyone looking to elevate their snacking experience. With strong founder expertise and growing retail presence, the brand is well-positioned for continued success.
Frequently asked questions
WAVERS is an innovative snack brand from Tastemaker Food Products Co., inspired by Doughbrik's Pizza. It offers a crispy texture and bold flavors.
WAVERS is rolling out across more than 1,000 NORMAL stores in 14 European countries, including Denmark, Norway, Sweden, Finland, the Netherlands, France, and more.
WAVERS was co-founded by Adam Thor Cohen, Jerry Bello, and content creator David Dobrik, combining snack industry expertise with modern branding.
While specific flavors are not listed in the launch details, the brand emphasizes bold flavor profiles inspired by pizza and other creative combinations.
The source focuses on European expansion, but the brand is based in Florida and likely has US distribution through other retail partners.
The European launch features an 80g pack size, designed for convenient snacking and retail display.
WAVERS offers a distinctive crispy texture inspired by pizza crust, along with bold, innovative flavors that set it apart from traditional snack options.
