Eggo waffle sales are dwindling during ‘Stranger Things’ hiatus

Eggo execs say that the hit Netflix show gave the frozen breakfast food “cultural relevance." (Robyn Mackenzie/Netflix)

Though Eggo waffles have found an unexpected partner in the hit show “Stranger Things,” demand for the beloved frozen waffle is dwindling through a lengthy hiatus between seasons.

On June 20, the New York Daily News reported that Eggo sales grew by 14% from the year prior through the fourth quarter of 2017, followed up by 9.4% through the first four months of 2018, according to Nielsen.

Parent company Kellogg’s attributed the boom to “Stranger Things,” on which Millie Bobbie Brown’s character Eleven has a serious penchant for the product. Meanwhile, through the four weeks ending May 19, Kellogg’s frozen waffles, pancakes and French toast sales grew by just a slim 1.3%.

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Nevertheless, sales are expected to spike again when Season 3 premieres, the Daily News reports. Though there’s no official word yet from Netflix, many fans anticipate a Halloween or late 2018 release date, Express reports.

When “Stranger Things” returns to airways, Kellogg’s will likely be quick to maximize product placement opportunities; as the brand has previously voiced appreciation for the “cultural relevance” that the show has given to Eggos.

“When Eggo waffles became a fixture on the hit show “Stranger Things,” we quickly leveraged the consumer engagement,” Kellogg’s CEO Steven Cahillane said in February. “It sparked conversations. And it prompted consumers to reconsider a long-established brand in new and very contemporary ways.”

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In the meantime, fans are taking to Twitter to voice their excitement for the show's return - and cravings for Eggo waffles.

“Better stock up on a few boxes before season 3 premieres or you may be too late!” one user said.

“Might get my eleven on and go buy some eggos,” another agreed.