In the breakfast aisle, most people would likely recognize Mrs. Butterworth’s, Hungry Jack, Pearl Milling Company, and Log Cabin - the major brands of pancake syrups. Despite the limited competition, a significant entry will be made in 2024 by the International House of Pancakes (IHOP). Collaborating with food industry giant Kraft Heinz, the brand has now released IHOP-branded flavored pancake syrups available nationwide.

These syrups, offered in Original and Butter Pecan flavors, have a starting price of $3.98. Just like the traditional syrups found on IHOP restaurant tables, these do not contain high fructose corn syrup, preserving the iconic flavors that have made IHOP a breakfast favorite.

This foray into the breakfast food market comes as no surprise, given IHOP's position in the industry. According to Technomic’s Top 500 Report’s latest edition, IHOP ranks amongst America's top 30 chain restaurants. In 2023, it generated $3.4 billion in sales and maintained over 1,500 locations across the country. The current economic climate, marked by COVID-19 induced supply chain disruptions, inflationary pressures, and rising food costs, highlights the necessity for diversifying revenue sources outside of the restaurant setting.

This syrup release isn’t IHOP's first venture into the retail world. Previously, in 2023, a Kraft Heinz collaboration brought IHOP coffee to retailers, available in bags as well as K-Cup format. Interestingly, this product line included three options: a classic IHOP restaurant coffee (Signature Blend) and two variants mimicking popular IHOP pancake flavors (Buttery Syrup and Chocolate Chocolate Chip).

“Our objective at IHOP is to bring more happiness to more customers every single day. This retail syrup offering allows an increased number of guests to bask in this joy, both at home and in our restaurants,” shared Candice Jacobson, IHOP's brand communications executive director.

The IHOP syrup launch is part of Kraft Heinz’s so-called Taste Elevation platform. Among six company divisions, this one is specifically dedicated to flavor enhancements such as hot sauces, spreads, nut butters, jams, and similar products.

Even though the Taste Elevation category comprises 41% of Kraft Heinz's global portfolio, until now, it hadn't ventured into the breakfast segment. This move to introduce flavored syrups specifically for breakfast will certainly bolster its place in a market where competition is scarce.