Baked Goods & Desserts

Eggo Fully Loaded Waffles Launch Runs with Custom Sneakers Debut

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Kellanova’s frozen breakfast brand is introducing protein-packed Eggo Fully Loaded Waffles packed with 10 grams of protein per two-waffle serving in North America. But that’s not all. Alongside the latest waffle offerings comes the debut of a custom pair of sneakers — Eggo Fully Loaded Kicks.

Eggo Fully Loaded Chocolate Chip Brownie features a fudgy chocolate-filled batter and pockets of chocolate chips, while Eggo Fully Loaded Strawberry Delight delivers a “berrylicious” flavor burst from the sweet and subtly tart taste of strawberry flavor-infused batter. Ten-pack boxes are priced at $5.99.

“From satisfying their teens’ growing appetites to satisfying their teens’ growing fashion obsession, parents have a lot on their plate. We’re here to help them beat the chaos around what to eat and what to wear with a protein-packed collaboration both sneaker collectors and waffle superfans alike will be craving,” said Joe Beauprez, senior director of marketing for frozen foods at Chicago, Illinois-headquartered Kellanova. “Waffles are the original inspiration for the iconic sneaker soles of today, so it made perfect sense to kick off our launch with spectacular sneaks that pay homage to this delicious history.”

From Syrup Drip to Sneaker Drip
In a tribute to the historic waffle-sneaker connection and its influence on waffle-grid-patterned shoe soles, the brand is teaming up with sneakerhead legend and custom creator Dominic “The Surgeon” Ciambrone and SRGN to create the first-of-its-kind Eggo Fully Loaded Kicks.

Handcrafted in Los Angeles, these 100% custom waffle-grid-bottomed sneakers are infused with stylish details throughout. From a syrup drip to a syrup pouch, the Fully Loaded kicks were inspired by the two new flavors: bright pink Strawberry Delight and rich brown Chocolate Chip Brownie. The sneakers feature premium suede waffled leather in shades of chocolate brown or a tan caramel with pops of pink, and fillings inspired by each new flavor dripping down the midsole. For extra comfort, the collar includes added cushion to showcase the fluffiness of the waffles.

“I’m thrilled to be part of this innovative collaboration with Eggo to help bring the essence of Fully Loaded Waffles onto the canvas of a sneaker,” said Ciambrone, SRGN’s founder and creative director. “I grew up eating Eggo waffles for breakfast and throughout the years have seen how influential the waffle-grid soles have become in this industry, so I’m excited to put our own twist on this iconic brand.”

How to Shop the Drop
There will be three opportunities to shop the drops. Starting on May 17 at 12 PM Eastern Daylight Time in the USA, the limited-edition Eggo Fully Loaded Kicks will be available on for $150 per pair, while supplies last. Each pair comes with both flavors of Fully Loaded Waffles. Additional kicks will be released the remaining Fridays in May at 12 PM.

All proceeds from the sneaker sales will support No Kid Hungry, a national campaign dedicated to ending childhood hunger. That means each pair of kicks sold will result in a $150 donation to the charity. Plus, as a longtime partner and supporter of No Kid Hungry, Eggo will make an additional donation of $50,000 following the Fully Loaded Kicks program to feed more families during breakfast and beyond.

More New Flavors to Savor

Meanwhile, Eggo is debuting four additional new flavors this spring, including:

Cinnamon Churro Waffles. Crispy on the outside and fluffy on the inside, this offering taps a cinnamon sugar flavor just like the traditional Spanish treat at $3.59 per b.

Chocolate Chip Belgian Style Street Waffles. Made with sweet brioche-style dough and butter, these are ready-to-eat chocolate chip Belgian waffles that can be thawed and eaten for a convenient grab-and-go breakfast or snack priced at $5.99 per box).

Dark Chocolate Chip Thick and Fluffy Waffles. Made with rich dark chocolate chips, these golden waffles go for $3.99 per box.

Eggo Mixed Berry Pancakes. This light, fluffy offering is bursting with mixed berry flavor and goes for $3.99 per box.