launched its “L’Eggo with Eggo” campaign to help parents let go of the morning mayhem and embrace small wins with a 1 million waffles giveaway on social media, personalized videos from a hype squad of celebrity parents showing solidarity, and tons of creative content to inspire parents with new ways to “L’Eggo” in the morning, says Beauprez.īut breakfast foods don’t have to remain the exclusive domain of the morning daypart. “From an Eggo perspective, that insight pushed us to look for ways to help parents let go of the madness, celebrate small wins, and enjoy their family mornings more,” says Beauprez. Parents face a continual challenge of providing convenient, nutritious, and delicious day-starters for their family-particularly over the past year or so. 3 item in the last four weeks ending April 18, 2021.” With 10 grams protein, 2 grams fiber, and only 6 grams added sugar, the Buttermilk & Vanilla Thick and Fluffy Power Waffles flavor has become Kodiak’s No. Kodiak Cakes’ Thick and Fluffy Power Waffles line achieve this balance, in my opinion. “People want balance between health and taste when it comes to the frozen breakfast space. “We are seeing a trend toward permissible indulgence in this category,” says Porras. Shoppers often seek a balance of nutrition and eating enjoyment for convenient breakfast options. “But even more telling is the fact that disproportionate share growth has more than doubled for better-for-you brands in the last 12 weeks ending Ap(up 3.9 category share points).” “In the last 52 weeks ending April 18, 2021, better-for-you brands have disproportionately increased share (up 1.8 category share points),” says Porras. Nutritionally improved breakfast items are on the rise. Baker Mills continues to build its presence in frozen pancakes, with growth of 13.2 percent to $10.8 million in sales for its Kodiak Cakes Power Flapjacks line. De Wafelbakkers leads frozen pancake sales, but had a relatively flat year, down 1.0 percent to $89.5 million in dollar sales, per IRI. Aryzta’s Oakrun Farm Bakery Belgian waffles also saw nice growth, now accounting for $5.0 million in salesįrozen pancakes are part of the frozen breakfast entrées segment, which grew 18.1 percent to $936.0 million.
business, has grown its Kashi Go line of frozen waffles to a $6.2 million brand
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