Off the Grid, a Kellogg Co. brand, introduces a new waffle that provides 12g of complete protein per serving. The Off the Grid Protein Waffle comes in three flavors—Vanilla Buttermilk, Cinnamon Brown Sugar and Wild Blueberry. They will be available in the freezer aisle beginning in June.
“Off the Grid waffles were created to deliver a hearty and wholesome breakfast experience within any healthful lifestyle,” said Laura Newman, marketing director at Off the Grid. “With Off the Grid, we wanted to give consumers something more, something different. Crafting waffles with complete protein was very intentional for us so that we could offer protein that is valuable to our bodies. We also know high protein food doesn’t always deliver on taste, so we took huge care in ensuring the food experience delivers in a way that means you don’t have to compromise.”
Off the Grid’s complete protein comes from a recipe that combines soy protein isolate, whey protein concentrate, whole wheat flour, egg whites, hemp seeds and cage-free whole eggs. Off the Grid protein waffles are Non-GMO Project Verified, made with 100 percent whole grains, cage-free eggs and are free of artificial colors or flavors.
“Proteins are made up of amino acids—there are 20 that your body uses—but there are nine that are considered essential because your body doesn’t make or store them naturally, so you must get them through your daily diet,” said Sarah Ludmer, registered dietitian and director of wellbeing. “When protein contains all nine essential amino acids in the right amounts, it’s considered complete protein. With complete protein you’re fully fueling yourself and your possibilities.”
Kellogg Co. brands include Pringles, Cheez-It, Keebler, Special K, Kellogg’s Frosted Flakes, Pop-Tarts, Kellogg’s Corn Flakes, Rice Krispies, Eggo, Mini-Wheats, Kashi, RxBar and others. Net sales in 2018 were approximately $13.5 billion, comprised principally of snacks and convenience foods like cereal and frozen foods.