• by Danielle Oster , July 24, 2024

Breakfast and morning coffee have merged, thanks to a new collaborative brand partnership. 

Two Rivers Coffee teamed up with Kellanova for the release of an Eggo Coffee line, spanning a variety of flavors and formats.

According to a release announcing the news, the agreement between the companies was brokered by Kellanova’s global exclusive food and beverage licensing agency, Beanstalk, and Tucker Brand. 

In a statement, Two Rivers Coffee Director of Marketing Sam Blaney said the collaborative release provided “a new way to indulge in”nostalgia evoking “fond memories of eating Eggo waffles throughout our childhood,” adding: "Inspired by classic Eggo waffle flavors and the rich taste of Two Rivers coffee, each cup infuses a unique flavor that pairs perfectly with your favorite breakfast.”

Eggo Coffee will be released in 12-packs of Keurig-compatible cups, making their debut in stores nationally, as well as e-commerce channels, in mid-August.

The Eggo Coffee line launches with flavors including Maple Syrup Eggo, Vanilla Eggo Coffee, Cinnamon Toast Eggo, Blueberry Eggo, and Chocolate Chip Eggo. 

To promote the launch, Eggo Coffee will launch a campaign timed around National Waffle Day -- August 24 -- as well as back-to-school season, when parents will be more in need of a quick solution on busy mornings.

To further support the launch, the campaign will have a comprehensive social-media component, including Facebook advertising, and an influencer marketing component.

The campaign includes an event marketing component next month connecting consumers with a complementary cup of Eggo Coffee, and an upcoming promotional sweepstakes will be held, where fans can enter for a chance to win Eggo Coffee-related prizes.

This type of collaborative release is not new for Two Rivers Coffee, which was an early adopter of the single-serve coffee cup format.

The Two Rivers brand’s products made available through its partnerships include ice cream-flavored coffee pods for Cold Stone Creamery and Friendly’s; Andes Mint coffee; and Cella’s Chocolate Covered Cherry coffee as well as Junior Mint hot chocolate, and Sugar Babies hot chocolate. 

This story has been updated.