Dive Brief:

• Kellanova is launching Eggo Coffee through a collaboration with Two Rivers Coffee. The beverage, which will be available in mid-August in stores and e-commerce channels, will be made in the Keurig K-Cup format.
• The product comes in five flavors: Maple Syrup Eggo, Vanilla Eggo Coffee, Cinnamon Toast Eggo, Blueberry Eggo and Chocolate Chip Eggo.
• The move into coffee comes as Kellanova aims to grow its business in part by launching collaborative products for its staple brands.

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Dive Insight:

With an offering evoking a stack of waffles and syrup, Eggo is joining other CPG food brands that have entered coffee, such as M&M’s and Twix.

Sam Blaney, the director of marketing for Two Rivers Coffee, said in a statement the drinks are designed to fit into breakfast.

“Many of us have fond memories of eating Eggo waffles throughout our childhood, and now, there’s a whole new way to indulge in a taste of that nostalgia — with an added boost of caffeine — thanks to our Eggo Coffee,” Blaney said. “We are sure this will fly off supermarket shelves..”

Two Rivers also has launched coffee products, specifically in the Keurig K-Cup format, for other brands, including Friendly’s, Cold Stone Creamery and Brooklyn Bean Roastery.

The coffee category has proven to be increasingly lucrative. It is forecast to be worth $93 billion this year, according to Statista. At-home coffee is projected to grow at a compound annual growth rate of 3% through 2029. Entering coffee helps Eggo, one of Kellanova’s core products, reinforce its brand identity by appearing outside of waffles in a buzz-worthy adjacent category.

In its most recent earnings report in May, CEO Steve Cahillane said Eggo has made gains in distribution in recent months.

Dominated already by major brands like Starbucks, Nescafe and Folgers, several brands have entered the at-home coffee space during the past two years.

Last year, Kraft debuted IHOP coffee in a variety of flavors inspired by the pancake restaurant’s products, including Chocolate Chocolate Chip and Buttery Syrup. Actor Robert Downey Jr. teamed up with Eos lip balm creator Craig Dubitsky in January to launch Happy, a line of coffee products.

Kellanova is no stranger to taking its Eggo brand into new categories. Last year, it debuted Eggo Brunch in a Jar Sippin’ Cream, a liqueur with 20% alcohol by volume.