General Mills, 7-Eleven team up for new c-store product

by Rebekah Schouten
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General Mills, 7-Eleven Pillsbury Stuffed Waffle
The Pillsbury Stuffed Waffle features a crispy, maple-flavored waffle stuffed with egg, sausage and cheese.
 

IRVING, TEXAS — General Mills, Inc. and 7-Eleven, Inc. have partnered to develop the new Pillsbury Stuffed Waffle exclusively for 7-Eleven stores.

The Pillsbury Stuffed Waffle, served hot, features a crispy, maple-flavored Belgian-style waffle stuffed with egg omelet, savory pork sausage and cheddar cheese. The 4.5-oz waffle retails for $2.49.

"Traditional waffles are a favorite breakfast treat when people want to indulge, but it's not a food you can really eat on the go in your car or at your desk," said Kelly Buckley, vice-president of fresh food innovation for 7-Eleven. "People know they shouldn't skip breakfast, but most days they don't have the time to prepare a hot breakfast and sit down to eat it. The Pillsbury Stuffed Waffle is a quick and delicious solution – a hot, filling breakfast that is easy to eat and packed with protein and flavor."  

General Mills, 7-Eleven Pillsbury Stuffed Waffle
The Pillsbury Stuffed Waffle was in development for 18 months.
 

The new waffle has been in development for about 18 months and performed well in taste tests, General Mills said.

“7-Eleven has been a very strong partner of ours for several years but especially through the development, testing and launch of Stuffed Waffle,” said Hyun Mee Graves, platform marketing and innovation director for General Mills Convenience & Foodservice. “We believe the test market was a strong indication of the success that will come from this national launch.”

The Pillsbury Stuffed Waffle roll-out marks the third Pillsbury food item at 7-Eleven. In February 2015, General Mills launched Pillsbury Minis, and in October 2013, the company introduced Pillsbury Cinnamon Rolls in 7-Eleven stores nationwide.
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