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Kellogg Canada’s Eggo waffle brand is introducing Eggo Chocolate Flavour Cereal to mark its 50th birthday in Canada.

The brand's latest innovation features mini chocolate-flavoured waffle-shaped cereal pieces, dusted with a chocolatey coating.

Made with whole grains and containing no artificial flavours or colours, the new offering joins Eggo Maple Syrup Flavour Cereal in the brand’s portfolio.

“We're excited to have chocolate lovers and Eggo fans experience this delicious new cereal,” said Christine Jakovcic, vice president marketing and nutrition, Kellogg Canada.

“Canadians are pleasantly surprised to find Eggo in the cereal category. It's a whole new way to enjoy the famous Eggo we love.”

Launching as a permanent flavour, the new offering is rolling out to stores in Canada now.