Kellogg's Releases Unicorn, Mermaid, and Birthday Cake Waffles Because What Is Even Breakfast Anyway?

It's been a pretty terrible year, to say the least. With the exception of those marooned on a desert island along with a motley crew of castaways, no one needs reminding as to why. 

Of course, it’s not all bad though, or at least that's what we keep telling ourselves. It unquestionably prompted the development of new takes on comfort foods, but with mindless snacking, there is also a downside, and what some have dubbed the “Quarantine 15.” While the latest sugar rush from Kellogg’s might add to those Q-15s, it's still too adorable to ignore.

Kellogg’s latest trio of breakfast goodies includes Birthday Cake, Unicorn, and Mermaid waffles, though, surprisingly, they don't carry Eggo's branding. Birthday Cake is flavored just like its namesake with added sprinkles, Unicorns are cotton candy-flavored, and Mermaids are blueberry-flavored. The frozen waffles are just as colorful as they are sweet, and a far cry from the standard and mostly sad-looking frozen waffle, but not by much.

The packaging for the new waffles are certainly much better looking and features bold and whimsical typography, fun illustrations, and playful color palettes. The Unicorn’s box is purple-dominated, with a winking mythical beast within the clouds. The last letter in Mermaid wraps under the entire word, turning into a siren’s tail, while Birthday Cake uses a nostalgic custom type with a candle subbing in for a lowercase “i.” The execution is a laser-focused punch of pretty, so good luck prying these from a Disney Princess-obsessed kid’s grubby mitts.

While this may seem like dessert thinly-veiled as breakfast (like an acai bowl), parents aren’t adhering to conventionality at breakfast, so why not have cake-flavored waffles for breakfast?