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Kellogg Takes Consumers ‘Off the Grid’ with Protein Waffles

It seems consumers are indeed hungry for hearty waffles: the frozen waffle market is expected to have a five-year compound annual growth rate (CAGR) of more than 5% by 2022, and year-over-year growth rate of approximately 4.46% for 2018, according to market research firm Technavio. Although there’s opportunity, Kellogg’s will also face competition from emerging brands. Other frozen protein waffle contenders include Van’s Foods’ vegan Power Grains waffles, with 10 grams of protein and MSRP of $3.99, Birch Benders Protein Toaster waffles, with 11 grams of protein and MSRP of $3.99, and Kodiak Cakes’ Power waffles, with 12 grams of protein and MSRP of $5.50. Despite the crowded aisle, Newman believes the brand’s flavor will set it apart.

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