Posted on 27 Oct 2014 23:02
Eggo waffles weren't originally called Eggos. When they first came out, in the 1950's, they had another name, playing on the words waffle and frozen. It wasn't until much later that the now familiar slogan, "Leggo my Eggo," came about, and by then the company was under new ownership.
Eggo waffles owe their birth to the Dorsa brothers, Tony, Bill, and Frank, from San Jose, California, who in the 1930's created a an instant dry waffle mix that only required the addition of milk to make waffles.
The mix was successful so one of the brothers, Frank, began working on a way to make waffles on a large scale, and soon invented a machine that could makes waffles by the thousands. They froze the waffles for sell to the public.
In 1953, calling the waffles "froffles" for frozen and waffles, the trio sold them to grocery markets all over the U.S. Consumers, however (so one story goes) started calling the waffles "eggos" because they had an eggy taste, so the brothers changed the name to Eggo Frozen Waffles, in 1955.
Another version of the same story has the bothers themselves coming up with the name, after customers noticed the egginess. This seems more likely, and it may well be that the brothers themselves noticed the eggy flavor, of were simply playing off the fact that the recipe contained a lot of eggs.
Whatever the case, the product was a big hit and customers love the convenience of the easily heated waffles, which even a child could heat up in a toaster of toaster oven.
Eggo Waffles have been a fixture ever since, but the company was purchased by Fearn Foods, Inc. in 1966 (later renamed to Fearn International Inc.), and then Fearn was purchased by the Kellogg Company in 1970. It was Kellogg which introduced the catchy and now iconic slogan "Leggo my Eggo," in 1972. The company also expanded the line of Eggo Waffles, introducing new flavors such as cinnomon, blueberry, banana, and chocolate chip, and new frozen breakfast items.
Eggo is still the leader in frozen waffles.
The Dorsa brothers' original mix wasn't the first dry waffle mix, of course. Pearl Milling Co., had come out with Aunt Jemima pancake and waffle mix in 1889.