Kellogg’s Waffle Shortage Creates Opportunity for Competitors

If you’re a Leggo my Eggo fan, you better stock up now because Kellogg’s is experiencing a shortage and is rationing Eggos to retailers based on past business. The waffle shortage occurred because of flooding at the Atlanta bakery during a fall rain storm and equipment problems at a Tennessee plant. The shortage is expected to last until mid-2010 as Kellogg’s works as quickly as possible to ramp up production.  

Kellogg’s has addressed the problem by communicating effectively with media and posting the following message on its Leggo my Eggo web site:

You may have noticed that some of your favorite Eggo® Products are out of stock. We are working hard to get all of our products back into grocers’ freezers as quickly as possible. We apologize for any inconvenience and appreciate your continued support.

If you are interested in receiving periodic updates from the Eggo® brand about your favorite products, including news about when they will back on shelf, please click here. Thank you for your patience. Learn More

But it wasn’t enough to ease consumers’ concerns as they voiced their opinions on Twitter and Facebook:

Suddenly “Leggo my Eggo!”® sounds a lot more threatening.”

“Giving “Leggo my Eggo” a whole new meaning. hmm-maybe I shoulda given in at the grocery store last week.”

“Leggo my Eggo, dammit!”

This is certainly a window for competitors to gain some market share.

Jennifer Manocchio


After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.