New Just Crack an Egg brand seeks to revive breakfast

Product line combines convenience, freshness and quality.

February 28, 2018

2 Min Read
New Just Crack an Egg brand seeks to revive breakfast
Business Wire

Americans are dissatisfied with their weekday breakfasts and are struggling to find options that don’t compromise on taste, quality or convenience, so to help reignite Americans’ love for breakfast, Kraft Heinz unveiled its newest brand, Just Crack an Egg -- the first product on the market that offers consumers a an egg scramble in under two minutes simply by adding their own fresh egg.

With a combination of convenience, freshness and great taste, Kraft Heinz said Just Crack an Egg is the perfect breakfast option for Americans with on-the-go lifestyles.

Each individual serving cup contains a combination of diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds and Ore-Ida potatoes. All the consumer needs to do is add a fresh egg, stir it up and microwave it for a hot and convenient breakfast in fewer than two minutes. Just Crack an Egg comes in four varieties, including:

  •  Denver -- Ham, mild cheddar cheese, onions, green peppers and diced potatoes.

  •  All American -- Uncured bacon, sharp cheddar cheese and diced potatoes.

  •  Ultimate -- Sausage, mild cheddar cheese, onions, green and red peppers and diced potatoes.

  •  Rustic -- Turkey sausage, mozzarella cheese, mushrooms, onions, red peppers and diced potatoes.

“We know that consumers aren’t happy with their current weekday breakfast options, and we saw an opportunity to reignite consumers’ love of a hot, filling breakfast,” said Greg Guidotti, head of marketing at Just Crack an Egg. “Too often, their busy lives force them to make compromises and trade-offs around breakfast when it comes to taste, convenience and freshness. Just Crack an Egg bridges that divide, making it easy for them to have a savory breakfast scramble that can fit into even the fastest morning routine any day of the week -- all with just the crack of an egg."

To support this new innovation, Just Crack an Egg also launched a creative and marketing campaign that encourages consumers to "take back" breakfast. The campaign will be supported through national television, digital, print, public relations and social media extensions.

Just Crack an Egg is available in the egg section at stores nationwide.

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