Eggo Launches High-Protein Waffles & Custom Sneakers

Kellogg’s beloved breakfast brand, Eggo, is introducing a groundbreaking new line of protein-packed waffles called Eggo® Fully Loaded Waffles, along with an exciting complement—a pair of custom sneakers, Eggo Fully Loaded Kicks. This unique collaboration aims to fuel families from head to toe, bringing together breakfast and fashion in a truly innovative way.

Eggo is renowned for its commitment to helping families navigate the morning rush, ensuring everyone starts their day well-fed and energized. With Eggo Fully Loaded, the brand is taking breakfast to the next level by offering waffles packed with 10 grams of protein per two-waffle serving—the highest protein content Eggo has ever offered—without compromising on flavor.

The new Eggo Fully Loaded Waffles come in two mouthwatering varieties. The Chocolate Chip Brownie features a fudgy, chocolate-filled batter studded with chocolate chips, while the Strawberry Delight offers a burst of berrylicious flavor from a strawberry-infused batter, balancing sweet and subtly tart tastes.

Joe Beauprez, Senior Director of Marketing for Frozen Foods at Kellanova, emphasizes the brand’s commitment to easing the chaos of breakfast decisions for parents. “Waffles are the original inspiration for the iconic sneaker soles of today,” Beauprez explains, reflecting on the historical connection between waffles and sneaker design.

To celebrate this connection, Eggo has teamed up with sneakerhead legend Dominic “The Surgeon” Ciambrone and SRGN to create Eggo Fully Loaded Kicks. These custom sneakers, crafted in Los Angeles, feature unique details inspired by Eggo Fully Loaded Waffles. The design includes a waffle-grid pattern on the sole, a syrup drip effect, and even a hidden zip stash pocket for a syrup packet on the go.

Dominic Ciambrone, known for his intricate custom sneaker designs, expressed excitement about the collaboration, noting his personal connection to Eggo waffles and the influence of waffle-grid soles in the sneaker industry.

The Eggo Fully Loaded Kicks will be available for purchase in limited quantities, with each pair priced at $150. The drops will occur on select Fridays in May, and a portion of the proceeds from each sale will support No Kid Hungry, helping to combat childhood hunger in the U.S. Eggo will also make a generous additional donation of $50,000 to No Kid Hungry following the program.

In addition to the Eggo Fully Loaded Kicks, Eggo Fully Loaded Waffles are now available at retailers nationwide, priced at $5.99 for a 10-pack box. Eggo is also set to release four more exciting flavors this spring, providing even more ways for fans to “L’Eggo with Eggo.”

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