THE FROZEN 500

As with many mature categories, frozen breakfast needs promotions and the kick-start of new products to thrive. To that end, manufacturers have been reinventing favorites like the frozen waffle -- with variations such as Kellogg's Waf-fuls with syrup inside as an option for those who find pouring syrup too inconvenient.According to sources who spoke with SN, this year's excitement comes from M&M Mars'

As with many mature categories, frozen breakfast needs promotions and the kick-start of new products to thrive. To that end, manufacturers have been reinventing favorites like the frozen waffle -- with variations such as Kellogg's Waf-fuls with syrup inside as an option for those who find pouring syrup too inconvenient.

According to sources who spoke with SN, this year's excitement comes from M&M Mars' Uncle Ben's, which is introducing a line of eight microwavable Breakfast Bowls.

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