L’Eggo my… booze in a jar?

Kellogg’s latest brand partnership is one part gross and one part genius.

Eggo Brunch in a Jar Sippin’ Cream

That’s not how we remember the Eggo slogan going — and for good reason.

The Kellogg-owned brand, in partnership with Sugarlands Distilling Co., just released a boozy collaboration.

(We feel obligated to warn you that things are about to get weird.)

Inspired — we imagine — by what would happen if you dumped your breakfast plate into a blender and added a shot, Eggo Brunch in a Jar Sippin’ Cream is exactly what it sounds like:

  • The creamy liqueur blends waffle flavors with those of maple syrup, butter… and bacon.
  • Definitely not for kids, the concoction is 20% alcohol by volume.

Why, God, why?

Fair question. This is the second collaboration between the Tennessee distillery and Eggo.

The brands debuted Eggo Nog last fall, just in time for Santa to say, “WTF?!” under the Christmas tree.

Joe Beauprez, Kellogg’s senior director of marketing for frozen foods, says the spiked cream is aimed at parents looking to unwind (while the children, presumably, eat waffles).

It’s not the first weird brand collab…

… and won’t be the last.

Mac and cheese ice cream, Cheetos crop tops, and iced tea sneakers have bravely paved the way for unlikely partnerships.

Just this week, Hailey Bieber’s Rhode Skin announced it’s launching a lip treatment with none other than Krispy Kreme.

So run, don’t walk, because tomorrow is National Waffle Day, and you can’t be the only loser without boozy brunch in a jar.

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