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Eggo is the name used since 1935 for a food products company founded three years prior by brothers Frank, Tony and Sam Dorsa in San José, California. A subsidiary of the Kellogg Company since 1969, it is best known for its frozen waffles and related products.

"L 'eggo my Eggo" 1972

Eggo was puchased by Fearn International in 1966, and then Fearn by Kellogg in 1969.

Frank, Tony, and Sam Dorsa

In Fortune magazine, J.S. has stated that Eggo has 65% of the frozen waffles shares (2). Today, Eggo makes syrup, pancakes, cinnamon rolls, and they now have about a dozen stable eggo waffle flavors, such as strawberry, cinnamon toast, buttermilk, homestyle, blueberry, chocolate chip, and apple cinnamon.

When Eggo wanted to become more kid friendly they launched new Eggo Waffle flavors such as Eggo Froot Loop Waffles, Spider-Man, Sponge Bob, and an in-and-out Eggo Scooby-Doo Waffle with wild berry flavored bits in a homestyle batter and Scooby-Doo imprinted on each waffle (S 2). When Eggo wanted to be more appealing to the adults they paired together with the Nutri Grain cereal line and created three new Eggo Waffles one of these being the Special K waffle, which is a low carb frozen waffle containing 4 net carbs(S 2).Eggo’s fastest launch in history was in January of 2005 when they launched Eggo Toaster Swirlz, a type of mini cinnamon rolls (S 2).In May of 1996 Eggo waffles ran a promo for the movie Harriet the Spy and carried a mail-in offer for a mini-snake light, a spy device used in the movie, when Kellogg’s extended its longtime partnership with Nickelodeon and its parent Viacom in five separate promotions (Spethmann 2).In November of 2000, Eggo Nutri-Grain Whole Wheat Waffles with the manufacturing code of 06300EJB on the end of the waffle box had an allergy alert and voluntary recall (Peanut Alert 2). The problem with these waffles is that they may have contained another Kellogg waffle that includes peanuts. Eggo Waffle family has introduced a couple new members. Choco-nilla waffles are one of these members; these are round frozen waffles with chocolate on one side and vanilla on the other. They are packaged in a box of eight. Eggo Waf-fulls is an “all in one” Eggo Waffle with a layer of filling on the inside is another new waffle by Eggo. Waf-fulls are available in strawberry, apple-cinnamon, blueberry, and maple flavors.

In addition to waffles, Eggo also manufactures syrup, french toast sticks, toaster swirlz, and now cereal. In 2003, when Eggo went to launch their new syrup, according to Sonia Reyes, Eggo spent $27 million on their ad effort (2). Eggo Syrup, maple flavored with natural and artificial flavors, comes in a 23 fl. oz. with eleven servings in a bottle shaped like a waffle with a no drip spout. It comes in three different flavors: original, buttery, and lite. To provide a healthy and easy to prepare breakfast in January of 2004 Eggo came out with French Toast Sticks (Reyes 2). The three original flavors contained original, buttermilk, and cinnamon. Later that year they added two new berry flavored  french toast sticks. They come packaged with thirty two sticks and contain thirty percent less fat than General Mills version. Eggo Toaster Swirlz are rolls that come cinnamon roll and strawberry flavors. They are four cinnamon rolls that are attached that you pop in the toaster with the icing already baked inside the rolls. They are packaged as eight sets of four rolls. In 2006 they released Eggo Cereal, a cruncy waffle-shaped cereal flavoured with maple syrup.