Kraft Heinz Launches New Breakfast Brand

‘Just Crack an Egg’ wants to reignite America’s love for a hot breakfast.

February 27, 2018

PITTSBURGH & CHICAGO – Kraft Heinz unveiled its newest brand this week, called Just Crack an Egg. The company says that Americans are dissatisfied with their weekday breakfasts and are struggling to find options that don’t compromise on taste, quality or convenience.

Just Crack an Egg offers a hot, savory egg scramble in under two minutes. “With a combination of convenience, freshness and great taste, Just Crack an Egg is the perfect breakfast option for Americans with on-the-go lifestyles,” notes a press release.

Each serving cup contains a combination of diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds and Ore-Ida potatoes. All consumers need to do is add a fresh egg, stir it up and microwave. Just Crack an Egg comes in four varieties:

  • 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, 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."