Under its Special K brand Kellogg has launched frozen flatbread breakfast sandwiches and waffles along with another waffle line targeting kids under the Eggo brand.
The sandwiches are already on sale nationwide and both waffle lines will be rolled out across retailers in the first quarter of the year.
“Kellogg Company continues to introduce delicious, on-trend frozen food options,” it said.
Michael Allen, president of Kellogg frozen food, claims the company is a market leader in the segment because it has insight into consumer needs.
“Whether it is a mom looking for a tasty breakfast option for her kids, or someone seeking satisfying meals that meet specific nutrition goals, we understand what brings consumers to the frozen aisle,” Allen said.
The rise of the frozen breakfast segment, especially the waffle
According to Mintel data, within the US breakfast foods category set to soar to $15.7bn by 2017, frozen waffles are the second leading product after pancakes from mix.
In its latest report, Mintel said these findings reveal that portability and convenience play an important role when selecting weekly breakfast items for consumers.
Earlier this year, gluten-free frozen breakfast food specialist Van’s Natural Foods also launched new frozen waffles made from brown rice, millet, teff, buckwheat, amaranth, sorghum and quinoa.
Under its Special K brand, Kellogg’s new flatbread sandwiches come in three varieties – sausage, egg and cheese; ham, egg and Pepper Jack cheese; and egg with vegetables and Pepper Jack cheese.
The sandwiches have between 180-240 calories and are ready to microwave in 90 seconds.
“The sandwiches are another way Special K gives weight managers a delicious way to live a healthy lifestyle,” Kellogg said.
The Special K waffles are berry red flavor, low in fat and high in fiber and build on the appeal of its red berry cereal, the company said.
The waffles launched under its Eggo come with topping packets in blueberry and strawberry flavor and contain 35% less sugar than traditional syrup.