Eggo's wildly popular lineup of waffles, pancakes, Toaster Swirlz and French toaster sticks have made the brand dominant in the waffle segment of the frozen breakfast category, backed up by a whole raft of new product introductions for 2005, heavy investment in marketing support, and careful attention toward guiding its retail customers toward significant sales increases. Citing syndicated data, a Kellogg representative observes, "Sales have been tremendous for the Eggo brand over the past year and now, heading into 2005, Eggo is on pace to become a $500 million brand at retail. The Eggo brand grew 11 percent in 2004 across all channels—grocery, mass merchants, military and club. Nine out of the top 11 selling SKUs in the entire frozen breakfast category are Eggo."
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