Kraft Heinz solves breakfast struggles with Just Crack an Egg

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Kraft Heinz solves breakfast struggles with Just Crack an Egg

By Gisselle Gaitan - 02/27/2018
Kraft Heinz is looking to help those in a bit of a breakfast rut find joy in the most important meal of the day, by unveiling their latest innovation — Just Crack an Egg. The product offers consumers an egg scrambled in just under two minutes. Coming in individual serving cups, the line contains a combination of diced vegetables, Oscar Meyer breakfast meat, Kraft Natural cheese shreds and Ore-Ida potatoes. All users need to do is crack a fresh egg into the cup, stir and microwave, the Chicago-based company 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," Greg Guidotti, head of marketing at Just Crack an Egg, said. "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 will come in four varieties which include:

  • Denver, which features mild cheddar cheese, onions, green peppers and diced potatoes;

  • All American, contains uncured bacon, sharp cheddar cheese and diced potatoes

  • Ultimate combines sausage, mild cheddar cheese, onions, green and red peppers and diced potatoes; and

  • Rustic features turkey sausage, mozzarella cheese, mushrooms, onions, red peppers and diced potatoes.


Just Crack an Egg is available for purchase in the egg section at stores nationwide for the suggested retail price of $2.49 per cup. Further product information can be found on the product’s website.