Eggo

From Wikipedia, the free encyclopedia

Eggo products, known for its slogan “L’Eggo my Eggo” (Company History 1), is the number one brand of frozen waffles in the United States. The brand was developed in 1936 by three brothers, Frank, Sam, and Anthony Dorsa. They began Eggo in their garage in San Jose, California. Eggo quickly expanded and sold a variety of products including potato chips, mayonnaise, and syrup. Eggo was sold to Kellog's in the mid-sixties.

Kellogg’s originated in Battle Creek, Michigan, where its headquarters are still located, as the “Battle Creek Toasted Corn Flake Company” (Company History 1). [1] The city is home to an estimated 54,000 people and located halfway between Detroit and Chicago. In “Fortune” magazine, J.S. stated that Eggo has a 65% share of the frozen waffle market (2). There are now about a dozen established Eggo waffle flavors, including strawberry, cinnamon toast, buttermilk, homestyle, blueberry, chocolate chip, and apple cinnamon. However, Eggo has developed into more than just a successful frozen waffle brand. Today, Eggo makes syrup, pancakes, toaster swirls and cinnamon rolls as well.

When Eggo wanted to become more kid-friendly, it launched new Eggo Waffle flavors, such as Eggo Froot Loop Waffles, Spider-Man, SpongeBob, and an in-and-out Eggo Scooby-Doo Waffle, with wild berry flavored bits in a homestyle batter and Scooby-Doo imprinted on each waffle (S 2). In May of 1996, when Kellogg’s extended its longtime partnership with Nickelodeon and its parent Viacom in five separate promotions (Spethmann 2) , Eggo Waffles carried a mail-in offer for a mini-snake light, a spy device used in the movie Harriet the Spy. When Eggo wanted to be more appealing to adults, it paired together with the Nutri-Grain cereal line and created three new Eggo Waffles, one of these being the Special K waffle, a low-carb frozen waffle containing 4 net carbs (S 2). In November of 2000, Eggo Nutri-Grain Whole Wheat Waffles with the manufacturing code of 06300EJB on the end of the box underwent a voluntary recall due to an allergy alert (Peanut Alert 2). These boxes may have contained another waffle with peanuts. Eggo’s fastest launch in history was in January of 2005, when it launched Eggo Toaster Swirlz™, a type of mini cinnamon rolls (S 2).

There are a couple of recent additions to the Eggo Waffle family. One of these is Flip Flop™ Choco-'Nilla. These are round waffles with chocolate on one side and vanilla on the other that are packaged in a box of eight. Eggo Waf-fulls, an “all-in-one” Eggo Waffle with a layer of filling on the inside, is another. Waffles are available in strawberry, apple-cinnamon, blueberry, and maple flavors.

In addition to waffles, Eggo also manufactures syrup, french toast sticks, Toaster Swirlz™, and now cereal. According to Sonia Reyes (2), $27 million was spent on the ad effort when Eggo launched its new syrup in 2003. Eggo Syrup, maple flavored with natural and artificial flavors, comes in a 23 fl. oz., eleven-serving waffle-shaped bottle with a no-drip spout. It is available in three flavors: original, buttery, and lite. In January of 2004, in order to provide a healthy and easy-to-prepare breakfast, Eggo introduced French Toast Sticks (Reyes 2). The three initial flavors were original, buttermilk, and cinnamon. Later that year two new berry-flavored french toast sticks were added. These are packaged as thirty-two sticks and contain thirty percent less fat than General Mills's version. Eggo Toaster Swirlz™ are mini rolls available in cinnamon roll and strawberry flavors. There are four attached cinnamon rolls, with the icing already baked inside, which you pop in the toaster. These are packaged as eight sets of four rolls. In 2006, Eggo Cereal was released, a crunchy waffle-shaped cereal available in maple syrup and cinnamon toast flavors.

[edit] See Also

• Eggo Cartoons

[edit] External links

• Eggo's Official Website

[edit] References

• "Company History." Kellogg's 2006.14 February 2006<http://investor.kelloggs.com/history.cfm>.
• "Peanut Alert: Eggo Nutri- Grain Whole Wheat Waffles." Child Health Alert Nov. 2000: 2. Academic Search Premier. EBSCO. Shawnee State U. Lib., Portsmouth, OH. 13 February 2006
• Reyes, Sonia. "Eggo Dips into Syrup With $27M Ad Effort." Brandweek 18 August 2003: 2. Academic Search Premier. EBSCO. Shawnee State U. Lib., Portsmouth, OH. 13 February 2006
• ---. "Kellogg Wakes Up Eggo With new SKUs, Design." Brandweek 13 December 2004: 2.Academic Search Premier. EBSCO. Shawnee State U. Lib., Portsmouth, OH. 13 February 2006 Academic Search Premier. EBSCO. Shawnee State U. Lib., Portsmouth, OH. 13 February 2006
• Spethmann, Betsy. "Kellogg Goes Viacom Crazy." Brandweek 6 May 1996: 2.Academic Search Premier. EBSCO. Shawnee State U. Lib., Portsmouth, OH. 13 February 2006

S.,J."EGGO." Fortune 31 Nov. 2005: 2.