De Wafelbakkers LLC has added Michael O’Donnell as its new president of sales. De Wafelbakkers was recently purchased by Brynwood Partners VIII LP, an operationally-focused lower middle market private equity fund based in Greenwich, CT.  

De Wafelbakkers is a manufacturer of branded, co-manufactured and private label frozen pancakes, waffles and French toast in the U.S.

“We are excited to announce the addition of Michael O’Donnell to the De Wafelbakkers team,” said Henk Hartong, Brynwood Partners’ chairman and CEO. “Michael is an exceptionally talented executive with an impressive track record in the consumer food and retail spaces. We are confident that he will make an immediate impact in our commercialization plans.”

Prior to joining De Wafelbakkers, Michael had a sales and marketing career at Procter & Gamble, PepsiCo, and most recently, Advantage Solutions.

“De Wafelbakkers is a brand that provides families with the wholesome and nutritious start to their day that they need,” said O’Donnell. “The brand has demonstrated long-term performance in a competitive marketplace and continues to do so in these fast-changing times. With Brynwood Partners’ partnership, there’s an exciting pipeline of innovation and investment into the business that will deliver incremental growth to the frozen breakfast category. Along with our entire multi-functional team, I’m thrilled to be part of building this iconic and successful brand.”