Kraft Heinz says crack an egg

Kraft Heinz is banking on the allure of convenience in the recent introduction of its newest brand, Just Crack an Egg.

Just Crack an Egg line from Kraft Heinz is all about convenience.
Just Crack an Egg line from Kraft Heinz is all about convenience.

The Chicago-based firm says this is the first product on the market that offers consumers a hot, savory egg scramble in under two minutes, just by adding one fresh egg. With a combination of convenience, freshness, and great taste, Just Crack an Egg is an attractive 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 need do is add a fresh egg, stir it up, and microwave for a hot and convenient breakfast – all in under 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,” says Greg Guidotti, Head of Marketing, 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."

Just Crack an Egg is available in the egg section at stores nationwide for an suggested retail price of $2.49 per cup. Few specifics on packaging materials or suppliers are available, though a Kraft Heinz spokesperson says that Kraft Macaroni & Cheese uses a similar container for Easy Mac cups. Refrigerated shelf life, she adds, is about 75 days for the Denver variety and 90 for the other three.

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