US packaged foods firm Kraft Heinz is looking to expand its breakfast portfolio with the launch of Ore-Ida Just Crack An Egg, a product that is claimed to provide hot scrambled egg in less than two minutes.
Designed “to help reignite Americans’ love for breakfast”, Ore-Ida Just Crack An Egg is advertised as “the perfect breakfast option for Americans with on-the-go lifestyles” through its “combination of convenience, freshness and great taste”. Each single serving cup is described as containing a combination of diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds and Ore-Ida potatoes. According to Kraft Heinz, the consumer needs only add an egg, stir and microwave for 2 minutes to create a “hot and convenient breakfast”.
Commenting on the launch, Just Crack An Egg head of marketing Greg Guidotti said: “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. 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”.
Ore-Ida Just Crack An Egg Kits are being sold in cups with an RRP of $2.49, in the varieties Denver, All American, Rustic and Ultimate.
Source: Kraft Heinz (via Businesswire)
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