Are you for or against cup o' omelet?

By Mike Pomranz
February 26, 2018
Photo Courtesy of Ore-Ida

For many people, breakfast is the most time sensitive meal of the day. Products that acknowledge that face have proven successful over the years, from microwavable breakfast sandwiches to cereal bars. Items offering the convenience of handheld cups have also been popular, whether its individually packed cereal milk or grab-and-go oatmeal that can be made just by adding water. Now, Kraft Heinz is bringing this concept to the world of eggs with its brand new line of Just Crack an Egg individual cups.

Billed as “the first product on the market that offers a hot, savory egg scramble in under two minutes, just by adding a fresh egg,” Just Crack and Egg isn’t that dissimilar from something like good ol’ Cup Noodles… except that you add an egg instead of water. “Each individual serving cup contains a combination of diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds, and Ore-Ida potatoes,” Kraft Heinz explains. “All the consumer needs to do is add a fresh egg, stir it up and microwave for a hot and convenient breakfast—all in under two minutes.” The results are akin to a little omelet in a cup—one that’s easy to take with you wherever you go.

“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 for Just Crack an Egg, said in a statement. “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.”

For this national launch, Just Crack an Egg—which should be available in your grocery’s egg section at a suggested retail price of $2.49—will come in four varieties. “Denver” features ham, mild cheddar cheese, onions, green peppers and diced potatoes. “All American” has uncured bacon, sharp cheddar cheese, and diced potatoes. “Ultimate” features sausage, mild cheddar cheese, onions, green and red peppers and diced potatoes. Lastly, “Rustic” includes turkey sausage, mozzarella cheese, mushrooms, onions, red peppers and diced potatoes.

Overall, the concept is an interesting gambit. In a world where everything’s been tried, unique product ideas are hard to come by, but these egg scrambles in a cup certainly seem novel—at the very least for a company the size of Kraft Heinz. But will people gravitate towards the egg equivalent of instant oatmeal? It’s certainly a better bet than assuming people will stop hitting their snooze bar in the morning.