Which company purchased Eggo in 1968?

The Kellogg Company purchased Eggo in 1968.

Eggo began as a family business founded by the Dorsa brothers, who developed a method for cooking, freezing and packaging waffles for home use. The frozen waffle product was introduced in 1953, after the company had also sold Eggo-branded mayonnaise and other foods.

Kellogg bought Eggo in 1968 as part of a diversification strategy. Under Kellogg, the brand expanded nationally and became strongly associated with the advertising slogan “L’eggo my Eggo,” introduced in 1972. The slogan helped turn a frozen breakfast product into a widely recognized American brand.

A later ownership detail can cause confusion: Kellogg reorganized its food businesses as Kellanova, and the Eggo brand was subsequently acquired by Mars in 2025. Those modern ownership changes do not alter the historical answer to the question, which asks who bought Eggo in 1968.