Kellanova launches limited-edition strawberry waffles
The strawberry waffles offer a visually striking red hue thanks to natural colorants, making them a bold new take on the classic Eggo waffle enjoyed by fans and consumers alike.
USA – Kellanova has introduced the Eggo Stranger Things Strawberry Waffles, a limited-edition product inspired by the popular Netflix series Stranger Things.
This marks Eggo’s first-ever strawberry red waffle made with colors from natural sources. The new waffles will be available at select U.S. stores starting October 2025, priced at US$3.59 for a 10-count box.
In celebration of Stranger Things’ final season, Kellanova is giving away 11,000 boxes via weekly Instacart drops during October, with customers able to claim up to 11 boxes per order.
The promotion aligns closely with the show’s final season release, which will be rolled out in three volumes starting November 26 through New Year’s Eve 2025.
This launch harks back to the iconic connection between the show’s character Eleven and Eggo waffles, blending popular culture with a fresh flavor twist.
The strawberry waffles offer a visually striking red hue thanks to natural colorants, making them a bold new take on the classic Eggo waffle enjoyed by fans and consumers alike.
Ghost and General Mills collaborate to launch protein bars
In a separate market move, Ghost, a fast-growing sports nutrition brand, has teamed up with General Mills to launch a new line of protein bars.
This introduction targets consumers seeking convenient, better-for-you snacking options rich in protein.
The partnership combines Ghost’s expertise in sports nutrition with General Mills’ extensive distribution network to expand the availability of high-protein snack products nationwide.
These protein bars are designed to cater to the growing segment of health-conscious consumers, including fitness enthusiasts and busy individuals who prioritize nutritious and functional snacks.
The collaboration enhances both brands’ portfolios by introducing innovative, on-trend products that cater to the demand for protein-packed foods in the retail space.
Market impact and consumer trends
Both launches reflect broader consumer trends emphasizing convenient, nutritious, and indulgent options.
Kellanova’s strawberry waffles tap into nostalgia and fandom culture while offering a visually unique and natural ingredient profile.
Meanwhile, the Ghost-General Mills protein bars capitalize on the booming market for functional snacks, focusing on protein, which remains a key driver in consumer food choices across generations, particularly among millennials and Gen Z.
Together, these product launches exemplify how major food companies are innovating to blend culture, convenience, and nutrition, key priorities driving growth in the competitive breakfast and snacking categories.
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