Dive Brief:
- Kellanova is capitalizing on the desire for higher-protein breakfast offerings with the launch of Eggo Fully Loaded Waffles, which contain 10 grams of protein in each two waffle serving.
- The waffles are now available in two varieties: Chocolate Chip Brownie, which contains fudgy chocolate chips, and Strawberry Delight, featuring a subtly tart taste, according to Kellanova.
- The snacking company is looking to boost the value-add and better-for-you attributes of its household name food items, particularly in the breakfast category.
Dive Insight:
The relationship between younger consumers and the most important meal of the day is shifting compared to their elder counterparts. While some teens and young adults are skipping breakfast entirely, others are eating breakfast foods at more varied times throughout the day. Protein-infused items — from cookies to bars to beverages — are also gaining steam as younger people report snacking more than previous generations while also seeking to improve their physique and health.
Kellanova is betting Eggo Fully Loaded can follow the success of other protein-packed frozen options, including Kodiak’s waffles and pancakes which have seen significant growth in recent years.
High protein-based foods will increase at a compound annual growth rate of 7.7% through 2027, Technavio projected. The rising interest in protein comes predominantly from Gen Z and millennials, as half of all mentions of “high protein” foods online come from people in the 25 to 40 age group, Food Institute data found. Users of GLP-1 drugs like Ozempic are also increasingly looking for foods with high protein.
Appealing to the lucrative Gen Z consumer base with better-for-you breakfast options is a priority shared by the cereal category as it faces a long-term decline in consumption, including the business Kellanova spun off last year. WK Kellogg Co launched Eat Your Mouth Off, a “puff” cereal containing zero sugar and 22 grams of protein per bowl, early this year.
Other players in the cereal space are leaning heavily into protein with their latest launches. Last month, General Mills debuted Ghost Protein Cereal, created with the protein powder brand, and Wheaties Protein.
Kellanova is also using the new Eggo offering as a promotional and philanthropic opportunity to reach teen audiences. The launch of sneakers with streetwear brand The Shoe Surgeon feature a waffle grid design modeled after Eggo. The proceeds of the sneakers will go to the childhood food nonprofit No Kid Hungry.
As it aims to fulfill its goal of growing its already-established brands even more, Kellanova is also expanding the Eggo brand with a separate selection of new frozen offerings launching this spring. These include Cinnamon Churro Waffles, Chocolate Chip Belgian Style Street Waffles, Dark Chocolate Chip Thick and Fluffy Waffles and Mixed Berry Pancakes.
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