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Some say that Chef’s Choice pioneered the ability to home cook waffles with electric plates, rather than the traditional heated clam methods previously used. Since their product range launch in 1999 they have product a range of innovative ideas and features that are accumulated in their most recent product range. The separate texture control button also sets them apart from competing waffle makers by allowing consumers to serve up their preferred waffle texture of either a waffle crispy on the outside with a soft oven fresh interior, or a deep bake for more uniform waffle texture, crispy all the way through. Today the Chef’sChoice products are best known for their traditional Belgian waffle makers and heart-shaped waffle irons.