- Kellogg is launching a line of protein-infused frozen waffles under its new Off the Grid brand.
- Three varieties — vanilla buttermilk, cinnamon brown sugar and wild blueberry — will be in stores starting in June. The waffles have the Non-GMO Project Verified seal and don't contain artificial colors or flavors.
- The product contains 12 grams of protein per serving from soy protein isolate, whey protein concentrate, whole wheat flour, egg whites, hemp seeds and cage-free whole eggs, Kellogg said.
Kellogg is looking to appeal to a wide range of customers with this new protein-infused breakfast. Frozen waffles — such as the company's popular Eggo brand — are a handy and filling breakfast option when consumers are looking for more convenient foods. So producing them with better-for-you ingredients and enhanced protein could be a smart move to attract people looking for those hot trends.
Since the images on the Off the Grid website mainly show younger people hiking and biking, it seems like the brand especially targets millennials and Gen Zers who spend time outside and on-the-go. The brand is marketed on its website as fuel "for whatever adventure the day will bring."
A Euromonitor study found millennials are the group of consumers making the most effort to increase their protein intake. Members of this demographic are looking for alternative options that fit into their busy lifestyle. According to a Future Cast research report, millennial diets are more about a well-balanced meal anchored by protein than about dietary restrictions.
Protein has become a sought-after component in foods and beverages, although many consumers don't know which foods it's in or how much they should be getting. According to a Nielsen survey from 2018, 55% of households claim high protein is a significant factor in purchasing food for their families. Protein has been added to chips, shakes, ice cream and candy, and Research and Markets projects the global protein ingredients market could hit $48.77 billion by 2025.
Since the Off the Grid brand of waffles has about three times as much protein per serving as Kellogg's Eggo varieties, it could give the well-known brand some competition. Food Business News reported the company will soon be extending its Eggo Thick & Fluffy lineup to include three new varieties of French Toast, so it doesn't seem to be ignoring the other breakfast options in its portfolio.
Kellogg has competition in the protein-infused waffle space from Van's Foods — which offers egg-free and dairy-free Power Grains Waffles — as well as Birch Benders Protein Toaster Waffles. However, the Off the Grid brand has a slightly higher protein level per serving than those products, which could be an important consideration for label reading consumers.
Since the Kellogg brand is so well-established, it may give this new frozen waffle lineup an added interest level when it hits retail stores. The debut could also help solidify the legacy company's core breakfast, snacks and frozen food operations, which currently make up 80% of its North American revenue.