Eggo Zero waffles launch this month as the brand’s first waffle line with no added sugar, according to Mars.

The frozen breakfast product will be available in Buttermilk and Blueberry varieties. Per serving, Buttermilk Zero Waffles include 12 g of protein while the Blueberry Zero Waffles offer 11 g of protein. Both varieties contain no artificial sweeteners, flavors or colors. The Blueberry variety is made with real blueberries.

Eggo said the new line is designed for consumers looking for familiar breakfast products with less sugar and added protein. The waffles contain complete protein, meaning they include all nine essential amino acids in recommended amounts per gram of protein.

While this matters for convenience services operators

• The launch reflects continued demand for lower-sugar breakfast products.
• Operators may see legacy brands reformulate core categories to meet changing nutrition preferences.
• Consumer acceptance will depend on whether the product delivers the expected Eggo taste and texture while meeting nutrition expectations.