Kellogg Waf-Fulls enhance on-the-go offerings

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Kellogg Co.'s latest attempt to transform existing brands into portable breakfasts is a line of filled Eggo waffles dubbed Waf-Fulls.

The three-variety line, which uses strawberry, maple and apple-cinnamon fillings, will launch in September backed by a $20 million marketing effort beginning in November. The campaign will include TV, radio and print from Leo Burnett USA, Chicago.

Waf-Fulls, like the Eggo Toaster Muffins Kellogg introduced last year, are similarly intended to draw on-the-go consumers away from fast-feeders and back to the freezer aisle for breakfast. Also like Toaster Muffins, Waf-Fulls will be touted on packages and in advertising as a product that allows you to "Toast 'n go!"


Kellogg's intention is to develop a portfolio of products that make such a claim, according to executives close to the company.

Toaster Muffins have done reasonably well, with sales of $17.9 million for the year ended June 18, according to Information Resources Inc. Kellogg, however, is still under pressure to revitalize its $324 million Eggo waffle business, sales of which dropped 5.7% for the same period.

The move comes as rival Pillsbury Co. also is diving into portable, no-fuss breakfasts with its Toaster Bagel Shoppe brand, a line of bagels filled with flavored cream cheese that launches next month.


In addition to driving product innovation, the pressure to build sales of Kellogg brands, especially in the U.S., also has sparked a new round of management changes at the struggling marketer. It was announced that John Cook, exec VP-president of North America, last week left the company after being passed over for the chief operating officer position. David Mackay, former managing director of Kellogg-U.K. and Republic of Ireland, succeeds Mr. Cook with the new title of president, Kellogg USA. He also is senior VP of Kellogg Co.

Oversight for Canadian operations has shifted to Kellogg Europe in an effort to isolate and focus on the U.S. business, according to statements made by Chairman-CEO Carlos Gutierrez. Kellogg has yet to fill the general manager position for the convenience division, a post vacated suddenly by John Forbis in February (AA, Feb. 7).

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