Eggo Launches Protein-Packed Waffles and SRGN Sneakers to Match

Eggo sneakers will launch May 17, with additional launches throughout May.

May 14, 2024

2 Min Read
Eggo Fully Loaded Kicks.
Eggo Fully Loaded Kicks.Kellanova

Eggo is launching a line of its most protein-packed waffles ever – Eggo Fully Loaded Waffles. Alongside the new waffles come a custom pair of sneaks – Eggo Fully Loaded Kicks – so fans can fuel and fully load their families head to toe. 

To help families get fed and fueled up for their day, Eggo is upping its breakfast game with Eggo Fully Loaded, packed with 10 grams of protein per two-waffle serving – Eggo’s highest protein offering ever. 

Eggo Fully Loaded Chocolate Chip Brownie features a fudgy chocolate-filled batter and pockets of chocolate chips, while Eggo Fully Loaded Strawberry Delight delivers a flavor burst from the sweet and subtly tart taste of the strawberry flavor-infused batter. 

“From satisfying their teens’ growing appetites to satisfying their teens' growing fashion obsession, parents have a lot on their plate,” says Joe Beauprez, senior director, marketing for frozen foods, Kellanova. “We’re here to help them beat the chaos around what to eat and what to wear with a protein-packed collab both sneaker collectors and waffle superfans alike will be craving. Waffles are the original inspiration for the iconic sneaker soles of today, so it made perfect sense to kick off our launch with spectacular sneaks that pay homage to this delicious history.” 
In a tribute to the historic waffle-sneaker connection and its influence on waffle-grid-patterned shoe soles, the brand is teaming up with sneakerhead legend and custom creator, Dominic “The Surgeon” Ciambrone, and SRGN to create the first-of-its-kind Eggo Fully Loaded Kicks.  

Handcrafted in Los Angeles, these custom waffle-grid-bottomed are inspired by the two new flavors: bright pink Strawberry Delight and rich brown Chocolate Chip Brownie. The sneakers feature premium suede waffled leather in shades of chocolate brown or a tan caramel with pops of pink and fillings inspired by each new flavor down the midsole. The collar includes added cushion to showcase the fluffiness of the waffles. These kicks even have a hidden zip stash pocket for a syrup packet on the go. 

“I’m thrilled to be part of this innovative collaboration with Eggo to help bring the essence of Fully Loaded Waffles onto the canvas of a sneaker,” says Ciambrone. “I grew up eating Eggo waffles for breakfast and throughout the years have seen how influential the waffle-grid soles have become in this industry, so I’m excited to put our own twist on this iconic brand. I hope the fans appreciate the craftsmanship that went into hand-making these as much as they’ll enjoy the new flavors.” 
Fans will have three chances to shop the drops. Starting on Friday, May 17, at noon ET, the limited-edition Eggo Fully Loaded Kicks will be available on Urbannecessities.com/pages/eggofullyloaded, while supplies last. Each pair comes with both flavors of Fully Loaded Waffles and additional kicks will be released the remaining Fridays in May at noon ET. 

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