If you can’t remember a time when you didn’t know the phrase “L’Eggo My Eggo,” it’s probably hard for you to imagine the famous frozen waffle brand being associated with anything besides, well, waffles. But as it turns out, the trio of brothers who founded the iconic breakfast food company started out making…mayonnaise.
It was 1932 when Frank Dorsa and his brothers Anthony and Sam broke into the food business, and the first successful product they sold was Eggo mayonnaise, so-called because it was advertised as having the “highest egg content” of “fresh ranch eggs,” according to Mashed.
Frank was an inventor, known for coming up with such helpful gadgets as the automatic continuous potato peeler and a machine that fried bacon without curling it. In 1953, he perfected an invention that would change the world of frozen foods forever: A waffle iron carousel that cooked waffles as it rotated, then froze the waffles into “froffles,” as Frank called them, per Epicurious.
The timing was perfect, as the Dorsa brothers had been experimenting with a dry waffle mix that was gaining popularity with restaurants interested in making more waffles faster. It wasn’t long before the brothers were selling their “froffles” at grocery stores, using the same name they’d chosen for their mayonnaise…Eggo. (This time, the name came from the egg-forward flavor of the waffles.)
How ‘L’Eggo My Eggo’ changed everything
It wasn’t until the ’70s that Eggo waffles really took off, though, thanks to that clever marketing slogan we all know so well.
The Dorsa brothers sold Eggo to a company in 1966 that was later absorbed by Kellogg’s. It was the cereal brand’s marketing agency partner, Leo Burnett, who came up with the “L’Eggo My Eggo” slogan in 1972, catapulting the brand to the very top of the frozen waffle game.
Eggo waffles remained the breakfast of choice in millions of households over the decades to come, though sales were on the decline after interruptions in production led to a shortage in 2009.
Then, in 2016, a little series called Stranger Things became a pop culture phenomenon…and thanks to Eleven (Millie Bobby Brown)’s fondness for Eggo waffles, the brand came back in style, big time.
“When Eggo waffles became a fixture on the hit show Stranger Things, we quickly leveraged the [resulting] consumer engagement,” Kellogg’s executive Steven Cahillane told CNN Business in June 2018. “It sparked conversations. And it prompted consumers to reconsider a long-established brand in new and very contemporary ways.”
Today, Eggo continues to reign at the top of the frozen waffle category, with an estimated $700 million in annual sales as of 2021, according to Snack Food and Wholesale Bakery. And there’s an Eggo for just about every taste these days, with flavors ranging from blueberry to buttermilk to chocolate chip, not to mention French toast sticks and even frozen pancakes.
Related: In 1898, William Entenmann opened his first bakery in Brooklyn; today, over 780 million donuts have been sold
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