Kellogg aims to attract a diverse customer base with its new protein-infused breakfast offerings. Frozen waffles, like the popular Eggo brand, provide a convenient and satisfying meal option for consumers seeking quick foods. By incorporating healthier ingredients and increased protein levels, Kellogg could effectively tap into current food trends that appeal to health-conscious individuals. The visuals on the Off the Grid website predominantly feature younger audiences engaged in hiking and biking, suggesting a focus on millennials and Gen Z who enjoy outdoor activities and lead active lifestyles. The brand promotes its products as fuel “for whatever adventure the day will bring.”
A Euromonitor study indicates that millennials are particularly proactive about enhancing their protein intake, seeking alternative meals that accommodate their busy schedules. A Future Cast research report highlights that millennial diets prioritize balanced meals centered around protein rather than strict dietary limitations. As protein becomes an increasingly sought-after element in foods and beverages, many consumers remain uncertain about which products contain it and the appropriate amounts they should consume. According to a 2018 Nielsen survey, 55% of households consider high protein a crucial factor when purchasing food for their families.
Protein has been incorporated into a variety of products, including chips, shakes, ice cream, and candy, with Research and Markets predicting the global protein ingredients market could reach $48.77 billion by 2025. Since Off the Grid waffles contain approximately three times the protein per serving compared to Kellogg’s Eggo varieties, they may pose a competitive challenge to the well-known brand. Food Business News reported that Kellogg plans to expand its Eggo Thick & Fluffy lineup with three new French Toast options, indicating that the company is not overlooking other breakfast items in its portfolio.
Kellogg faces competition in the protein-infused waffle market from brands like Van’s Foods, which offers egg-free and dairy-free Power Grains Waffles, as well as Birch Benders Protein Toaster Waffles. However, the Off the Grid brand’s slightly higher protein content per serving could appeal to label-conscious consumers, especially those interested in the calcium citrate strength found in fortified foods. Given Kellogg’s strong brand recognition, this new frozen waffle line could generate considerable interest when it launches in retail stores. This introduction may also reinforce the legacy company’s core segments in breakfast, snacks, and frozen foods, which currently constitute 80% of its North American revenue.