Kraft Heinz creates new breakfast kit brand in the US

Kraft Heinz has created a new brand called Just Crack an Egg, which will release a range of scrambled egg breakfast meal kits for the US market.

Just Crack an Egg’s meal kits consist of cups filled with ingredients such as diced vegetables, Oscar Mayer breakfast meats, Kraft cheese shreds and Ore-Ida potatoes, and consumers need only add an egg to the pot and microwave for two minutes to create a scrambled egg breakfast.

Four flavours will be available initially, called Denver, All American, Ultimate and Rustic.

Denver pots contain ham, cheddar cheese, onions green peppers and potatoes, All American pots will include uncured bacon, cheddar and potatoes, Ultimate consists of sausage, mild cheddar, onions, peppers and potatoes, while Rustic contains turkey sausage, mozzarella mushrooms, onions, peppers and potatoes.

Kraft Heinz says the range has been released to cater to the growing number of consumers who desire convenient and nutritious meal options.

Greg Guidotti, head of marketing at Just Crack an Egg 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 savoury breakfast scramble that can fit into even the fastest morning routine, any day of the week, all with just the crack of an egg.”

The full Just Crack an Egg range is available in the egg section at retailers nationwide with a suggested retail price of $2.49 per pot.