By Gary Symons
TLL Editor in Chief
One of the stranger things about Stranger Things is the super-powered character Eleven’s obsession with Eggo Waffles.
Now, Eggo and Netflix are collaborating on a new waffle that Eleven can dig into, celebrating the acclaimed series’ fifth and final series.
Kellanova’s Eggo brand has just launched Eggo Stranger Things Strawberry Waffles, the brand’s first-ever red waffle, created with colors from natural sources. The red color is meant to convey the blood-colored portals to the Upside Down in the show.
The limited-edition product also celebrates the series’ iconic Eleven character and her longstanding connection to Eggo, which has been woven into the show since its 2016 debut.
“Few brands are as synonymous with Netflix’s Stranger Things as Eggo,” said Alicia Mosley, Vice President of Marketing, Frozen Foods at Kellanova. “Having been part of this cultural phenomenon from the beginning, Eggo is excited to delight fans with limited-edition products and experiences that allow them to enjoy the delicious taste of Eggo at the center of their watch parties.”
Fans will recall that Eleven was first introduced to Eggo waffles the morning after Mike Wheeler and the Party found her. Mike gave her a single Eggo for breakfast, which led to an addiction to the pre-made waffle.
The entire series is sprinkled with Eggo references. For example, when El was left stranded in the woods, Eggo waffles were the only food she stole from the Bradley’s Big Buy store. When the father-substitute character Hopper is trying to connect with the traumatized Eleven, he invents the Triple Decker Eggo Extravaganzas.
If you want to try them with the new Stranger Things waffles, they’re made with three Eggo waffles, with whipped cream layered in-between each waffle, and topped with various sweets such as Hershey’s Kisses and jelly beans.
The tie-in is so strong, and was so popular, that Netflix even created an Eggo Waffle supercut, which you can see below.
Eggo’s Stranger Things Strawberry Waffles, along with limited-edition Stranger Things Homestyle Waffles, will be available in select U.S. retailers nationwide this month.
To further drive engagement, Eggo will run an Instacart-led giveaway of 11,000 boxes of Eggo products. Beginning October 3, fans can redeem up to 11 boxes of select Eggo items during weekly drops on Instacart, with additional opportunities on October 10, 17, and 24.
The promotional strategy is designed to capitalize on the show’s fall release schedule, with Stranger Things 5 rolling out in three volumes: November 26, December 25, and December 31. Each release is expected to drive cultural conversation and viewing parties, aligning with Eggo’s positioning as a watch-party staple.
The collaboration underscores Eggo’s ongoing strategy of connecting with fandoms through culturally resonant partnerships.
Fans can follow Eggo on Instagram, Facebook, TikTok, and leggowitheggo.com for Stranger Things-inspired recipes and promotions, including Eleven’s Triple Decker Eggo Extravaganza.