Leggo my Eggo. No, seriously! There's a shortage on the familiar brand of frozen waffles, spurred by problems at Kellogg (K) bakeries in Atlanta and Rossville, Tennessee. The former plant saw flooding last month and had to halt production, while the Tennessee location needs extensive repairs, which has shut down several lines for the time being.

There will be a shortage of the baked good through 2010, according to reports from the cereal giant. Other Eggo-branded products, such as syrup, pancakes, and other breakfast items, will be impacted as well.

What a week it was and it is starting off with more of the same! The day before Halloween the market gets spooked. The Dow drops 200 one day, rises 200 the next, and falls 250 to close the week. Yes, financial pundits could point to meaningful stories about the dollars rise, consumer spending sagging, the recession ending and so forth to explain market reactions but there is more to it than that.

Even among the 15 positions discussed in Where should granny put $50,000? only the Vanguard Total Bond Market exchange-traded fund (NYSE: BND) and the Kellogg Co (NYSE: K) were up last Friday. Good thing I advised "granny" to put half her funds in the ETF.

TheStreet.com's Jim Cramer wonders whether the big selloff was caused by anxious managers locking in profits.

What happens if it is was mostly lock-in action? What if the big themes that everyone so feared weren't so big, and that the selloff -- so ugly, with so much damage -- was just technical and remains that way?

Besides my oft-repeated statement that I don't expect a pullback to exceed 7%, I think this market didn't make a lot of sense last week.

Here were the big themes: dollar getting stronger, causing a decline in minerals and resources; industrials faltering; recession stocks roaring back.

Analyst upgrades:

• Toll Brothers (NYSE: TOL) was upgraded to Buy at Citigroup. The firm views the recent sell-off in home building stocks as a buying opportunity and thinks Toll Brothers offers the best risk/reward in its coverage universe. Citi keeps a $23 price target on the stock.
• Kellogg (NYSE: K) was upgraded to Buy from Hold at Citigroup following the Q3 results, as it believes the company's reduced spending and share buyback will serve as catalysts. The firm raised its price target on shares to $63 from $50.
• Rogers Communications (NYSE: RCI) and Telus (NYSE: TU) were upgraded to Outperform from Sector Perform at RBC Capital, which said the CRTC unexpectedly denied Globalive's wireless application. The analyst said Globalive was potentially the biggest of new wireless competitors and the decision removes a big threat to the group. Rogers price target was raised to $40 from $33; Telus to $44 from $36.
• Stanley (NYSE: SXE) was upgraded at Wells Fargo to Outperform from Market Perform after the company reported better-than-expected Q3 results and raised its FY10 guidance.
• Texas Instruments (NYSE: TXN) was upgraded at Bernstein to Outperform from Market Perform. The analyst believes Texas Instruments' core business earnings power is underappreciated and valuation is attractive. Target raised to $30 from $28.

Kellogg Company (NYSE: K) didn't need a hearty breakfast to get its stock going today (although I'm sure it had one anyway). All it needed was a reasonably healthy earnings report. Judging by how the stock is performing, I think the company got one.

For the third quarter, Kellogg saw flat sales growth. However, take out currency effects and acquisitions, and you've got a 3% expansion rate on the top line. Well, that isn't so robust, either, but let's head to the bottom line. Earnings per share came in at 94 cents, representative of a 6% increase. Not so bad, and according to Mark Fightmaster's preview, that was a dime better than what analysts wanted to see.

One of my wonderful friends, Ms. P, asked me for some guidance on how she might allocate $50,000 currently earning peanuts in a money market account. Though she is decades from becoming a grandmother, after a brief discussion about her financial parameters, it became clear to me that she was looking for a "granny fund."

In reality, my recommendations would be suitable, and perhaps desirable, for many passive investors as well.

The $50,000 is a portion of money Ms. P has set aside to purchase a home, which might happen in six months, but could also be pushed out further, depending on the economy and her situation. Basically, she wants to cover all her bases because she might need the money at any time and does not want to be caught short, while at the same time she would like to generate some revenue without taking any big risks.

Campbell Soup (NYSE: CPB), a familiar name at the supermarket, reported Q4 earnings on Friday. The top line wasn't so hot as sales declined 11%. There were a few factors to consider with that decline, including currency translation and the issue of there being an extra week in the previous year's comparable quarter. I'm pretty satisfied with the context management provided for the challenged revenue. Also, sales essentially matched expectations, according to our earnings preview, which isn't so bad. The bottom line, however, deserves more than a passing grade. Adjusted earnings per share from continuing operations increased 15% to 30 cents, beating estimates by four pennies.

I like it. Furthermore, I enjoyed that adjusted per-share profit for the full fiscal year also beat forecasts. And you should take a look at the adjusted gross margin for both the quarter and the 12-month period. Campbell's management was able to expand the metric, a feat indicative of efficiencies and pricing strategies, according to the press release.

I'm Reiterating my Buy rating for Kellogg (NYSE: K), first recommended on April 13, 2009 at a price of about $40. If you purchased K at that time, you're up a decent 15%.

The basic value-added thesis remains in place for Kellogg: Kellogg should benefit from more 'frugal consumer' Americans eating breakfast at home, although there is some risk of sales attrition, due to the rise of generic substitutes.

Kellogg (NYSE: K), the famous cereal concern that competes with General Mills (NYSE: GIS), distributed a box of Q2 earnings to the market yesterday. Were they as nutritious as one of the company's breakfast foods?

Everything turned out all right for shareholders. Sales weren't so hot: the top line decreased 3% on dollar pressures. Earnings per share saved the day, coming in at 92 cents, good for a 12% increase. The income amount also beat expectations by a very significant margin. Analysts wanted to see at least 83 cents for per-share profit, according to Earnings.com.

Analyst upgrades:

• Morgan Keegan upgraded Motorola (NYSE: MOT) to Outperform from Market Perform due to the increased visibility of Android-based launches, as well as the stock's valuation.
• OfficeMax (NYSE: OMX) was upgraded to Buy from Hold by Citigroup, which cited the company's stabilizing sales trend, accelerating share gains, and valuation.
• Kaufman Bros. upgraded iRobot (NASDAQ: IRBT) to Buy from Hold on valuation.
• Cancaccord upgraded Rio Tinto (NYSE: RTP) to Buy from Hold citing the turnaround in the aluminum business and its exposure to copper.
• Wells Fargo upgraded Smith & Nephew (NYSE: SNN) to Market Perform from Underperform.
• BT Group (NYSE: BT) was upgraded to Neutral from Reduce by Nomura.
• Societe Generale raised L'Oreal (OTC: LRLCY) to Buy from Sell.
• Franklin Resources (NYSE: BEN) was upgraded to Buy from Hold by Sandler O'Neill.

Food processor ConAgra (NYSE: CAG), whose products share space at the supermarket with Kraft (NYSE: KFT), Kellogg (NYSE: K), and Campbell Soup (NYSE: CPB), is down in Thursday's afternoon trading by over 6% as I write this. The company released earnings for the fourth quarter earlier this morning. Sales increased 8% according to the press release. Adjusted earnings from continuing operations came in at 41 cents per diluted share. This result benefited from an extra week.

The per-share profit compared very favorably to the 18 cents earned in last year's similar quarter. However, in terms of analyst expectations, the performance was relatively unimpressive. Earnings.com indicates that 41 cents is what the market was looking for.

Heinz (NYSE: HNZ), whose supermarket colleagues include Kraft (NYSE: KFT) and Kellogg (NYSE: K), reported Q4 numbers earlier today. Can't say they were the stuff of a growth investor's dreams. Earnings per share came in at $0.55 versus $0.61 in Q4 of last year. The top line had trouble because of currency effects. Sales dropped over 5%. However, organic revenues increased over 5%. Unfortunately, volume decreased 2%. As can be seen, things aren't totally awesome at Heinz.

The company came in one penny ahead of expectations according to my earnings preview. Other sources say Heinz essentially met expectations. No matter what, management has its work cut it out for it in terms of offsetting currency woes and getting those volume stats on the rise.

Heinz (NYSE: HNZ) is set to report Q4 data before the opening bell on Thursday, May 28. How will the company do? And by that I mean, will it beat the earnings expectation?

In general, that's what the market looks for. Sometimes the market cares more about beating the analyst game than it does about profit growth. Might sound strange, but that's what you see from time to time. Of course, even when a company beats, it may not make much of a difference when it comes to price action (I'll get to that in the last paragraph).

I think Heinz will indeed beat on the bottom line. I'm going by recent history here. According to Earnings.com, Heinz is expected to report 54 cents per share tomorrow. The company went beyond the call in the first three quarters of its fiscal year. Why miss on the last quarter of the year? I think the trend is in on this one.

Campbell Soup (NYSE: CPB) served up a tasty broth of estimate-beating soup this past Friday. According to Trey Thoelcke's earnings preview, the market was looking for $0.42 per share and $1.8 billion in net sales. Well, according to Jon Ogg's coverage, Campbell delivered $0.48 per share and roughly $1.7 billion in net sales. So, revenues came in somewhat soft, but the bottom line was a success as far as Wall Street was concerned.

One thing Campbell investors want to look at is the gross margin. This metric tells you how the company is doing in terms of cost control. The press release stated that gross margin went up to an adjusted 40.3%. Last year at this time, management reported a gross margin of 38.6%. Pricing helped out, as well as efficiency initiatives. It's cool to see that Campbell can leverage price actions to propel its gross margin. It shows the power of its brand equity.

TheStreet.com's Jim Cramer suggests watching certain staples for hints that the flight to riskier plays is losing steam.

Will the endless "beta" trade out of slow-moving, "safe" drugs and foods and into companies like Freeport-McMoRan (NYSE: FCX) (Cramer's Take) and Caterpillar (NYSE: CAT) (Cramer's Take) ever end?

I think it won't end here, that's for certain, unless your staples stock goes to a 5% yield and the economy's macro data show a further breakdown. If we get some retail sales that are awful and some employment numbers that show a further trashing, then we are going to see a momentary blip up in stocks like Pepsi (NYSE: PEP) (Cramer's Take) and Clorox (NYSE: CLX) (Cramer's Take), but perhaps no more than that.