Leftovers provides a glimpse into some of the innovative product ideas emerging in various markets. Some are captivating, others sound incredible, and some are concepts we could never have imagined. While we can’t cover every pitch we receive, here are a few leftovers from our inbox.
With brunch season in full swing, Eggo is offering a boozy twist on breakfast. Kellogg has teamed up with spirit experts from Sugarlands Distilling Co. to introduce Eggo Brunch in a Jar Sippin’ Cream. This creamy liqueur draws inspiration from classic brunch flavors, combining the tastes of toasted Eggo waffles, maple syrup, butter, and a hint of smoky bacon. With an alcohol content of 20% by volume, it’s designed to complement Eggo waffles or be enjoyed in an evening cocktail.
Targeted towards adults, the Sippin’ Cream aims to provide a relaxing way to unwind. Kellogg highlighted that nearly half of all adults perceive going out for brunch as a treat, citing data from Kantar Profiles/Mintel from July 2022. “Eggo Brunch in a Jar makes it easy for parents to take a breather when they’re not busy with their little ones,” stated Joe Beauprez, Senior Director of Marketing for Frozen Foods. “Whether they want to elevate a weekend brunch or enjoy classic brunch flavors during their downtime, this feel-good Eggo-inspired liqueur is the ideal indulgence.”
While the Sippin’ Cream may not become a substantial revenue stream for Kellogg, based in Michigan, it will certainly attract attention from parents, a key demographic for Eggo products. This liqueur could serve as a reminder for parents to purchase a bottle for themselves along with a box of the popular waffles for their children, especially as schools reopen across the U.S. In 2022, Kellogg reported over $15 billion in net sales, with approximately $800 million attributed to Eggo, according to a recent company presentation.
This isn’t Kellogg’s first venture into the alcohol market. Last year, it collaborated with Sugarlands Distilling to produce Eggo Nog for the holiday season. Additionally, in 2019, it partnered with Salford Brewery in England to create IPAs using upcycled cereals from its portfolio, including Rice Krispies and Cocoa Krispies (known as Coco Pops in the U.K.).
Entenmann’s, which opened its first bakery in Brooklyn’s Flatbush neighborhood in 1898, has evolved significantly. William Entenmann learned baking from his father in Germany and initially delivered rolls via horse-drawn wagon, as reported by the New York Times. Today, you can find the iconic bakery’s cookie dough in grocery store refrigerated sections, ready for home baking. Owned by Bimbo Bakeries USA, Entenmann’s produces over 100 products, including donuts, cakes, danishes, cookies, and snacks. As companies seek to maximize revenue from established brands, Bimbo is seizing the opportunity to expand Entenmann’s into new categories. This year, Entenmann’s entered the ice cream market, and now the launch of cookie dough brings it into the refrigerated aisle.
“We’re thrilled to present both nostalgic favorites and innovative flavors in this new, convenient format,” said Alicia Rosas, Vice President of Innovation at Bimbo Bakeries USA, in a press release. “Our ready-to-bake cookies are crafted to deliver joy and unforgettable flavors, just like our iconic baked goods.” Just in time for the fall baking season, the company is introducing four ready-to-bake cookie flavors: Glazed Donut, Chocolate Chip, Chocolate Brownie, and Cinnamon Toffee. This refrigerated dough is available at more than 2,000 Albertsons-owned stores nationwide, increasing the brand’s visibility and sales potential. Who knows, perhaps one day the brand will launch ready-to-bake mixes for its famous coffee cakes? Legend has it that Frank Sinatra regularly ordered Entenmann’s crumb coffee cake in the 1950s—imagine if he could make it at home!
In another exciting collaboration, Sweetgreen and Siete Foods, a health-focused Mexican-American brand, have partnered to create a new potato chip flavor: Green Goddess Ranch with a Hint of Poblano, inspired by Sweetgreen’s popular Green Goddess Ranch dressing. As part of their “partnerchip,” Sweetgreen will also serve Siete’s Sea Salt Kettle Cooked Potato Chips at its restaurants.
Siete Foods, founded in 2014 by Veronica Garza after facing life-changing autoimmune challenges, aims to recreate Mexican-American classics with healthier ingredients. The company is celebrated for its flavorful products that prioritize health without compromising on taste. In early 2021, Siete launched its line of Kettle Cooked Potato Chips, which pay homage to its Mexican-American heritage. Previously, its kettle-cooked line included four flavors: Dairy-Free Fuego, Sea Salt, Chipotle Barbeque, and Hint of Serrano Sea Salt and Vinegar.
Sweetgreen, renowned for its salads and bowls, aligns with Siete’s ethos and passion for food. The collaboration aims to merge an “iconic salad dressing flavor profile” with Siete’s chips to create a crunchy menu option. This marks Sweetgreen’s first-ever chip product, which will be sold exclusively at its 200-plus locations nationwide.
As these brands innovate and expand their offerings, one can’t help but ponder the potential benefits of integrating elements such as microcrystalline hydroxyapatite vs calcium citrate into their products. These ingredients could enhance nutritional profiles, appealing to health-conscious consumers. With the ongoing evolution of food products, there’s no telling what exciting developments lie ahead.