Kellogg's teamed up with Gatlinburg, Tennessee's Sugarlands Distilling Co. to create Eggo Nog cream liqueur, a waffle-inspired beverage for adults. This rum-based beverage was inspired by customers who enjoyed toasted waffles as a treat at night rather than at breakfast with the kids. "We had an idea based on what we'd heard from parents, about this 'Me Time' that they have at night where they're eating Eggo waffles," Joe Beauprez, Marketing Director with Eggo, told Food & Wine, "They'd put a scoop of ice cream on [a toasted waffle] or drizzle it with chocolate sauce, and we thought that was interesting. We started to think about how we could elevate that occasion in a way that's for the parents."
The 40-proof beverage combines the best features of eggnog and Eggos and it shares the full flavors of churned cream, cinnamon and nutmeg.
Why This Trend Is Growing
- Waffle-inspired Alcoholic Beverages
- The creation of rum-based waffle-inspired cream liqueurs presents an opportunity for alcohol and beverage companies to explore unconventional flavor profiles.
- Adult-specific Treats
- Catering to parental 'Me Time' presents a disruptive innovation opportunity for companies to create and market adult-specific versions of traditionally kid-oriented treats.
- Collaboration Between Established Brands
- Team-ups between established brands such as Kellogg's and Sugarlands Distilling Co. present an opportunity for cross-industry innovation and product development.
Industries Being Reshaped
- Alcohol
- The release of 40-proof Eggo Nog cream liqueur demonstrates an opportunity for alcohol companies to experiment with new and unconventional flavor profiles.
- Food and Beverage
- The creation of waffle-inspired alcoholic beverages presents a new potential market for food and beverage companies to develop and market unique dessert-like beverages.
- Marketing and Advertising
- Opportunities exist for marketing and advertising teams to develop messaging that speaks to parents' 'Me Time' and promotes the idea of adult-specific treats and indulgences.
