Kellogg aims to attract a diverse customer base with its new protein-enriched breakfast offerings. Frozen waffles, such as the well-loved Eggo brand, provide a convenient and satisfying breakfast option for consumers seeking quick meal solutions. By utilizing healthier ingredients and boosting protein content, Kellogg could effectively tap into current food trends that appeal to those prioritizing nutrition. The imagery featured on the Off the Grid website predominantly showcases youthful adventurers engaged in hiking and biking, suggesting that the brand specifically targets millennials and Gen Z, who are often on the move and enjoy outdoor activities. The brand positions itself as the perfect fuel “for whatever adventure the day will bring.”
A study by Euromonitor highlights that millennials are the demographic most actively seeking to increase their protein intake. This group is inclined toward alternative food choices that accommodate their fast-paced lives. According to a Future Cast research report, millennials prioritize well-balanced meals centered around protein rather than adhering to strict dietary limitations. Protein has become a desirable element in various foods and beverages, although many consumers remain unaware of its sources or recommended intake levels. A Nielsen survey from 2018 revealed that 55% of households consider high protein content to be a crucial factor when purchasing food for their families. As a result, protein has been incorporated into a wide array of products including chips, shakes, ice cream, and candy. Research and Markets estimates that the global protein ingredients market may reach $48.77 billion by 2025.
Off the Grid waffles offer approximately three times more protein per serving than Kellogg’s Eggo varieties, potentially positioning them as a formidable competitor. Food Business News has reported that Kellogg plans to expand its Eggo Thick & Fluffy lineup with three new French Toast varieties, indicating that the company is not neglecting other breakfast items in its portfolio. Kellogg faces competition from brands like Van’s Foods, which provides egg-free and dairy-free Power Grains Waffles, and Birch Benders Protein Toaster Waffles. However, Off the Grid’s slightly higher protein content per serving could appeal to health-conscious consumers who scrutinize labels.
Kellogg’s established brand presence may generate additional interest for this new line of frozen waffles when they debut in retail outlets. This launch could also reinforce the company’s core operations in breakfast, snacks, and frozen foods, which currently account for 80% of its North American revenue. Furthermore, for expectant mothers seeking nutritious options, the inclusion of ingredients like calcium citrate in protein-rich products could provide an additional health benefit during pregnancy, enhancing the appeal of these offerings to a broader audience.