Kellogg’s is letting go of the animal products in its Eggos with a new vegan waffle on the horizon, a first from the brand. And it’s not just any waffle but a Belgian Liège-style waffle sandwich stuffed with vegan chicken.
MorningStar Farms’ Incogmeato Plant-Based Chik’n and Eggo Liège Style Waffle Sandwich will be rolling out to select retailers this year. Each 9.3-ounce box features two sandwiches and will have a suggested retail price (SRP) of $8.49.
“The collaboration is a match made in heaven and a win-win for all,” Joe Beauprez, Marketing Director for Eggo, tells VegNews.
“With chicken and waffles already known and loved by waffle fans, we came together with MorningStar Farms to bring a plant-based twist on this classic dish to tables this year,” Beauprez says.
Eggo’s first vegan waffle
Eggo first got into vegan chicken and waffles last year when parent Kellogg Company paired a non-vegan buttermilk waffle with vegan chicken from Incogmeato—a subsidiary under the Kellogg’s brand MorningStar Farms.
The meatless chicken and waffles were only available through a giveaway on National Waffle Day (August 24). While this product was made in very limited quantities, it drew a lot of attention, some from people who were disappointed that it was not an entirely plant-based offering.
The new sandwich gives vegans something to be excited about and offers consumers a fun way to eat Eggos for occasions outside of breakfast.
“Waffle lovers went wild for our Eggo x MorningStar Farms Incogmeato collaboration last year, so we knew we wanted to be able to bring the perfect pairing to even more people this year,” Beauprez says. “That meant creating our first-ever vegan waffle, to give any waffle lover the opportunity to enjoy our new sandwich.”
To create its first vegan waffle, Eggo replaced eggs with a vegan egg made from soy flour and wheat gluten. The company went with a Liège-style waffle—a heartier variety that stands up to a sandwich format—which is sweetened with traditional pearl sugar that gives it extra texture.
“With our new Eggo Grab & Go Liège-Style Waffles, the waffles are a bit thicker and sturdier, making them a perfect bun for this new vegan Chik’n & Waffle sandwich,” Beauprez says. “You can’t go wrong with any Eggo waffle and MorningStar Farms Incogmeato Plant-Based Chik’n combination, though—every style of Eggo brings something different and fun to the table.”
Kellogg’s new Plant Co.
The launch of Eggo’s very first vegan waffle comes after Kellogg’s announced a strategic split of its business into three parts: Global Snacking Co., North America Cereal Co., and Plant Co. The latter allows Kellogg’s to focus on developing its plant-based brands, which in addition to MorningStar and spinoff Incogmeato include Gardenburger.
Currently, its Plant Co. business brings in annual net sales of approximately $340 million, and Kellogg’s is looking to innovate this category with more offerings.
In addition to its new vegan chicken sandwich, Kellogg’s MorningStar brand is expanding the Ingomeato portfolio—which already includes a variety of plant-based meat alternatives—with the Plant-Based Hot and Spicy Crispy Chik’n Filet.
“The MorningStar Farms team is constantly working to introduce more plant-based options for the growing flexitarian communities,” Danielle Rappoport, Marketing Director, Plant-Based Protein Category, tells VegNews.
“Finding innovative and delicious [plant-based] options for beef, chicken, and pork—some of the most popular meats in America—is always high on our list,” Rappoport says.
Created with game day in mind, this vegan chicken features a spicy and crunchy exterior and a juicy interior. This new product is heading to retailers this year, as well, in a 12-ounce bag of four filets for a SRP of $6.79.
“Our wide variety of plant-based options allow people to eat plant-based when and how they want, whether that’s once a week or every day,” Rappoport says. “We will continue to build on our portfolio to ensure we’re keeping up with consumer taste preferences.”
So are more varieties of vegan Eggo waffles on the horizon? “As for other waffles getting the vegan treatment, you never know,” Beauprez says. “We are constantly looking for new ways to innovate and bring Eggo waffles to more people.”