Wilfa and the Waffle Day: how 25 March became a Norwegian waffle tradition

For many people, 25 March means one thing: the smell of freshly baked waffles, served with sour cream and jam. There’s something about that warm, sweet scent that makes people “accidentally” wander into the kitchen, and waffles have a unique way of bringing friends and family together.

Wilfa helped put waffle day on the map in Norway

The Waffle Day is a well-known tradition across the Nordic region, and the date is linked to the Christian Feast of the Annunciation, historically called Vårfrudagen in Norwegian. Over time, the name began to be pronounced quickly, and Vårfrudagen gradually turned into Våffeldagen in Sweden.

In Norway, it was Wilfa who breathed new life into the tradition and helped establish it as a day many now associate with cosy waffle moments. “It was Wilfa that made sure the day became a tradition in Norway as well,” says Wilfa’s CEO, Morten Hoff. “Before 2010, very few people here knew the Waffle Day existed,” he adds.

From a date in the calendar to a day Norway can smell

The Waffle Day isn’t a modern invention — it has deep historical roots. But it wasn’t until Wilfa began highlighting it in Norway that it truly gained momentum and became a practical, widely recognised day of celebration.

Hoff explains why the idea resonated so well: “Waffle makers were a category that really needed revitalising,” he says, thinking back to 2010. And perhaps that’s exactly why the Waffle Day is so easy to love: all you need is a waffle maker. It’s low effort, high enjoyment, and the perfect excuse to gather people for a little everyday comfort.

How to celebrate the Waffle Day

At its core, the Waffle Day is about bringing people together. It can be a quick waffle before work, a cosy coffee break with a neighbour, or a full waffle feast with the family — always with a low threshold and a warm atmosphere.

1. Mix your waffle batter and let it rest — it makes the waffles lighter and easier to cook.
2. Cook the waffles until golden, and place them on a rack if you want to keep them crisp.
3. Create a little “waffle table”: jam, sour cream, brown cheese and berries. Let everyone help themselves.

And perhaps most importantly: make one extra. Waffle Day is meant for sharing.