Apparently, when people are binge-watching Stranger Things, they’re also binging on Eggo waffles. At least that’s what the data suggests according to Nielsen. A recent CNN Money report shared that sales of the frozen waffles were down compared to the growth the brand saw following the season 2 premiere of Stranger Things last fall.
For the four weeks ending May 19th, Kellog’s frozen waffles, pancakes, and french toast sales grew just 1.3% compared to the previous year, a significant drop from the 14% jump the products saw during the fourth quarter of 2017. The 65-year-old brand is, of course, a favorite of the show’s character Eleven and has become somewhat synonymous with the character. So much so the frozen waffles have been part of the characters Pop! figures and even in the characters augmented reality experience.
Prior to the Stranger Things 2016 debut, sales for Eggo waffles were on the decline but surged after the show debuted. The show gave the aging brand a “cultural relevance,” Kellogg said at a February presentation.
“When Eggo waffles became a fixture on the hit show Stranger Things, we quickly leveraged the consumer engagement,” chief executive Steven Cahillane said. “It sparked conversations. And it prompted consumers to reconsider a long-established brand in new and very contemporary ways.”
Stranger Things season 3 won’t likely be released until 2019, which means Kellogs will need to wait about another year before they see the benefits of Eleven and her Eggos again.
