Floods that caused massive expanses of land and roads to be submerged under water in September are still having an effect on businesses like Kellogg's. Their largest bakery in Atlanta experienced supply constraints on Eggo products caused by flood damage. Many stores across the US are posting signs about the Eggo shortage to inform customers who are in search of the frozen waffles.
Eggo is a brand of frozen waffles in the United States, Canada and Mexico, which is owned by the Kellogg Company. Fortune magazine stated in 2005 that Eggo had a 65% share of the frozen waffle market in the United States.
In 1953, three brothers, Tony, Sam, and Frank Dorsa introduced Eggo frozen waffles to supermarkets throughout the United States. Frozen waffles do not require a waffle iron to prepare.
Eggo waffles get their name from their unique "eggy" batter. When the Dorsas first introduced the product it was called "Froffles". However people started referring to them as eggos due to their "eggy" taste. Eventually the name became synonymous with the product and in 1955 the Dorsa brothers officially changed the name to the now famous "Eggo."
Shoppers who have been searching for have found empty freezer shelves at most stores with a sign about the shortage. The Kellogg's website has a notice up to consumers who are in search of their favorite frozen waffles:
Eggo is working around the clock to bring everyone's favorite waffles back to store shelves as quickly as possible. We hope to regain full distribution of Eggo products by the middle of 2010. This is a top priority for Kellogg Company.
While Kellog's works to repair damage at their bakery in Atlanta caused by the September floods, they are also making upgrades to the waffle bakery. Hopefully by mid-2010 people will be able to get their favorite frozen waffles in full supply.
Cheryl Phillips
HULIQ.com
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