Kellogg’s Eggo punches brunch up a notch with its latest boozy innovation

17-Aug-2023 - Last updated on 18-Aug-2023 at 11:52 GMT

Kellogg's new brunch brew pairs perfectly with toasted waffles, bacon and maple syrup, or even Eggs Benedict or avo toast. Pic: Kellogg Co

The waffle expert has again collaborated with the spirit specialists from Sugarlands Distilling Co. to introduce a brunch-inspired cream liqueur: Eggo Brunch in a Jar Sippin' Cream.

Eggospresso Martini, Morning Chaos, The Maple Milkshake: these are just some of the delights adults can whip up with the creamy liqueur that blends the flavours of toasted Eggo waffles, sweet maple syrup, rich butter and smoky bacon, thanks to the artistry of the experts at Sugarlands.

It follows the runaway success of the festive Eggo Nog - launched as a unique way to L'Eggo of the stress over the 2022 holiday season - and this time focuses on brunch.

Google Trends reveals that searches for brunch have more than doubled in the past five years, while those for bottomless brunch have increased over 300%. The Battle Creek, Michigan-based breakfast behemoth concurs, noting brunch is more than just a trending meal, with 47% of adults saying it feels like a treat to go out for brunch (Kantar Profiles/Mintel July 2022).

For adults only

So Eggo - a long-time breakfast favourite - enlisted the help of Sugarlands ‘so parents can L’Eggo and enjoy that treat-yourself feeling brunch evokes, all year long.’

“Between the juggle of constantly changing schedules, household errands, family outings or busy workdays, it can often feel impossible for parents to find moments they can savour for themselves,” said Joe Beauprez, senior director of Marketing for Frozen Foods, Kellogg Co.

“Eggo Brunch in a Jar makes it easy for parents to kick back when they’re not caring for their little ones. So, whether parents want to punch up a weekend brunch or savour some of those classic brunch flavours during their downtime, this feel-good Eggo-inspired liqueur is the perfect treat.”

Eggo Brunch in a Jar Sippin’ Cream is produced and bottled by Sugarlands Distilling Company and contains 20% alcohol/volume.

Added Greg Eidam, master distiller at Gatlinburg, Tennessee-based brewer, “Working with Eggo to bring Eggo Nog to life last year was a tremendous experience, so we’re thrilled to partner with them again to create a brunch-inspired version of our Sippin’ Cream.”

“Our distillery team crafted Eggo Brunch in a Jar to combine flavours of toasted Eggo waffles, rich maple syrup and notes of creamy butter, with a savoury hint of bacon in every sip. Eggo Brunch in a Jar is the perfect way to elevate weekend brunch with a fun cocktail or to enjoy classic brunch flavours during your well-deserved ‘me time’ in the evening.”

Eggo Brunch in a Jar is available at select retailers across the US, as well as online in selected states. Consumers must be 21+-years or older to purchase.