The Pendleton Panther

Eggo Waffle Shortage

Posted on: November 19, 2009

Eggo Waffles, owned by the food giant Kellogg, accounts for 73% of all frozen breakfast sales.  At least, they did possess that substantial market share until recently.  They were struck  by tragedy this past summer as their main factory in Atlanta, GA flooded.  In addition, the other waffle plant located in Rossville, Tennessee has had crippling equipment problems, compounding the issue.  This severely reduced production has resulted in a frozen waffle rationing as the stockpiles dwindle.  Although Kellogg’s states that Eggo is working as fast as they can to produce more waffles, they also foresee the shortage lasting at least until summer 2010.  With the void in the market however, there may be room in the meantime for other breakfast industries to pick up the slack in the 1.5 billion dollar industry.  Muffins are already growing the fastest of all frozen breakfast foods, but it is unlikely that they will be able to completely supplant frozen waffles, even with Eggo’s weakened condition.

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