- 7-Eleven and General Mills are teaming up again to introduce the new Pillsbury Stuffed Waffle, according to Baking Business. The new breakfast item, which is served hot, will be available exclusively at 7-Eleven stores.
- The Pillsbury Stuffed Waffle consists of a maple-flavored waffle, stuffed with egg, cheese and a sausage patty. The 4.5 ounce waffle will retail for $2.49.
- "People know they shouldn't skip breakfast, but most days they don't have the time to prepare a hot breakfast and sit down to eat it,” said Kelly Buckley, vice-president of fresh food innovation for 7-Eleven. “The Pillsbury Stuffed Waffle is a quick and delicious solution."
Watch out, McGriddle. There’s a new waffle sandwich in town, and its cheaper, too.
The target audience for this exclusive collaboration between General Mills and 7-Eleven will likely be the same on-the-go consumer who would buy a McGriddle at McDonald's. They’re fast, easy to hold for eating while driving, filling and inexpensive.
The Pillsbury Stuffed Waffle won’t just be available to busy customers at breakfast. The hot wrap will be offered 24 hours a day to meet growing demand for breakfast items around the clock, and increased snacking in-between meals.
General Mills and 7-Eleven have worked together in the past to create similar exclusive items. In 2015, General Mills launched Pillsbury Minis, and in 2013, the company introduced Pillsbury Cinnamon Rolls in 7-Eleven stores nationwide. The collaboration must have been a success, as they both keep returning to this partnership for new product launches.
Retailer exclusives are a popular trend right now. Manufacturers and retailers have found success with exclusive product launches, and consumers are responsive to it. For the retailer, it's a way to differentiate themselves from its competitors with a one-of-a-kind product that consumers can't get anywhere else. It also draws in customers who ultimately spend more on other items in the store. Retailers and manufacturers also benefit from hype surrounding the product, especially if it's a limited-time item or available in short supply.
In 2016, Hostess teamed up with Wal-Mart to develop a frozen Deep-Fried Twinkies. Hostess set up shop right in Walmart’s test kitchens, speeding up the R&D process and getting the product on store shelves faster. Hostess benefits from having an R&D partner to help shoulder some of the cost. In addition, they score coveted placement in the grocery giant.
Lidl announced earlier this year that its U.S. stores will carry an exclusive “high-end, yet affordable” fashion line from fashion designer Heidi Klum. And Dollar General said offered exclusive branded products for the summer, including Oreo Mississippi Mud Pie cookies, a 16-ounce Coca-Cola can series honoring military veterans, Regal Cinemas brand popcorn and an exclusive six-pack of Motts mango juice.
The Pillsbury Stuffed Waffle should be a success for both General Mills and 7-Eleven, as it’s both an on-the-go food and snack item. Most of Nielsen's top food trends of 2016 were products that are easier for people to grab and eat whenever they want, which is exactly what the Stuffed Waffle offers. In addition, more than 40% of consumers ages 18 to 35 say they regularly snack between meals.
General Mills will benefit from this partnership by having a retailer that is guaranteed to sell its product. 7-Eleven gets the perk of being able to say they’re the exclusive retailer of a new Pillsbury product. It’s a win-win for both sides, unless consumers decide they don’t want another waffle sandwich.