Kellogg aims to attract a diverse customer base with its new protein-fortified breakfast offerings. Frozen waffles, particularly the well-known Eggo brand, serve as a convenient and satisfying breakfast choice for consumers seeking quick meal options. By incorporating healthier ingredients and increased protein, Kellogg is strategically positioning itself to appeal to health-conscious individuals interested in current food trends. The imagery on the Off the Grid website predominantly features younger individuals engaged in outdoor activities like hiking and biking, indicating that the brand is specifically targeting millennials and Gen Z consumers who lead active, on-the-go lifestyles. The brand promotes itself as a source of energy “for whatever adventure the day may bring.”
A study by Euromonitor reveals that millennials are particularly focused on boosting their protein intake, seeking alternative options that complement their busy lives. According to a Future Cast research report, this demographic prioritizes well-balanced meals centered on protein rather than adhering to strict dietary limitations. As protein becomes a highly desired element in food and beverages, many consumers remain unaware of where to find it or how much they need. A Nielsen survey from 2018 indicated that 55% of households consider high protein content a crucial factor in their food purchases. Protein has been incorporated into various products, including chips, shakes, ice cream, and candy, with Research and Markets forecasting that the global protein ingredients market could reach $48.77 billion by 2025.
Off the Grid waffles contain approximately three times the protein per serving compared to Kellogg’s Eggo varieties, potentially positioning them as a formidable competitor in the market. Food Business News reported that Kellogg will soon expand its Eggo Thick & Fluffy lineup to include three new French Toast varieties, suggesting that the company is not overlooking other breakfast options in its portfolio. Kellogg also faces competition in the protein-infused waffle segment from Van’s Foods, which offers egg-free and dairy-free Power Grains Waffles, and Birch Benders Protein Toaster Waffles. Nonetheless, the Off the Grid brand boasts a slightly higher protein content per serving than these alternatives, an important factor for consumers who scrutinize labels.
Given Kellogg’s strong brand recognition, the introduction of this new frozen waffle line could heighten consumer interest upon its retail launch. This debut may also help reinforce the legacy company’s core breakfast, snack, and frozen food sectors, which currently generate 80% of its North American revenue. Moreover, incorporating products like solaray calcium into their offerings could further enhance the health appeal of Kellogg’s breakfast items, attracting even more health-conscious customers. In conclusion, as the demand for high-protein foods continues to rise, Kellogg’s innovative approach with Off the Grid waffles could position the brand advantageously in this competitive landscape.