Eggo is a brand of frozen waffles in the United States, Canada and Mexico, which is owned by the Kellogg Company. Several varieties are available, including Homestyle, blueberry, strawberry, apple cinnamon, and chocolate chip.
By mid-June 2009, Eggo had a 73% share of the frozen waffle market in the United States.
Eggo waffles were invented in San Jose, California, by three brothers, Tony, Sam, and Frank Dorsa. In 1953, the Dorsa brothers introduced Eggo frozen waffles to supermarkets throughout the United States. Frozen waffles do not require a waffle iron to prepare.
When the Dorsas first introduced the product it was called "Froffles," a portmanteau of frozen waffles. However people started referring to them as eggos due to their eggy taste. The name caught on and the brothers began using the moniker in marketing. Eventually the name became synonymous with the product and in 1955 the Dorsa brothers officially changed the name to "Eggo".
Along with frozen waffles, the Dorsa brothers also produced Eggo potato chips (and Golden Bear potato chips) and Eggo syrup. All of the products were produced at a sprawling plant and factory on Eggo Way in San Jose, CA, near the intersection of US101 and East Julian Street. The Dorsas were very involved in local community activities and donated extensively to school and community projects. For Halloween, instead of candy, Tony Dorsa would give out bags of Eggo potato chips to trick-or-treaters.
In 1968, as a means of diversification, the Kellogg Company purchased Eggo. Their advertising slogan — "L'eggo my Eggo" (i.e., "Let go of my Eggo") — is well known through their television commercials.
In Fall of 2009, there was a shortage of some Eggo products due to several problems. Among these were a Listeria contamination which caused the Atlanta plant to be shut down for cleaning, severe flooding in the Atlanta area and equipment repairs at the Kellogg plant in Rossville, Tennessee.
- Belsie, Laurent. Eggo Waffles Facing Shortage Until mid-2010 The Christian Science Monitor (November 17, 2009). Retrieved on 11-18-2009
- Steinbreder,H. John. HOW KING KELLOGG BEAT THE BLAHS Fortune (August 29, 1988). Retrieved on 7-18-09.
- L'Eggo My Eggo Commercial 1972 on YouTube
- Eggo Waffle Shortage: Bacteria First Forced Plant Closure - ABC News
- Eggo waffle shortage will last through part of 2010 - Nov. 18, 2009