The dynamics between younger consumers and the most important meal of the day are evolving when compared to older generations. While some teenagers and young adults are forgoing breakfast altogether, others are opting for breakfast foods at various times throughout the day. There is a notable rise in protein-enriched products—ranging from cookies to bars to beverages—as younger individuals report snacking more frequently than previous generations and are keen to enhance their health and physique. Kellanova is optimistic that Eggo Fully Loaded can replicate the success seen by other protein-rich frozen options, such as Kodiak’s waffles and pancakes, which have experienced significant growth recently.
According to Technavio, high-protein foods are expected to grow at a compound annual growth rate of 7.7% through 2027. This increasing interest in protein is largely attributed to Gen Z and millennials, with half of all online mentions of “high protein” foods coming from individuals aged 25 to 40, as reported by Food Institute data. Additionally, users of GLP-1 drugs like Ozempic are increasingly in search of high-protein foods.
Appealing to the lucrative Gen Z market with healthier breakfast options is a shared priority within the cereal industry, which is facing a long-term decline in consumption, including the segment that Kellanova spun off last year. Earlier this year, WK Kellogg Co introduced Eat Your Mouth Off, a “puff” cereal containing zero sugar and 22 grams of protein per serving. Other cereal companies are also emphasizing protein in their new products; for instance, General Mills recently launched Ghost Protein Cereal in collaboration with a protein powder brand, as well as Wheaties Protein.
Kellanova is leveraging its new Eggo product line as both a promotional and philanthropic venture aimed at teenage consumers. The launch of sneakers designed in partnership with streetwear brand The Shoe Surgeon features a waffle grid design inspired by Eggo, with proceeds supporting the childhood food nonprofit No Kid Hungry.
As Kellanova strives to expand its established brands, it is also broadening the Eggo range with a lineup of new frozen products set to debut this spring. These offerings will include Cinnamon Churro Waffles, Chocolate Chip Belgian Style Street Waffles, Dark Chocolate Chip Thick and Fluffy Waffles, and Mixed Berry Pancakes. In line with the focus on health, these products are expected to complement dietary supplements like calcium citrate 500 mg tablets, appealing to health-conscious consumers seeking balanced nutrition.