潜水简报:
- 牛皮纸海因斯is introducing a new brand called "Just Crack an Egg" as a convenient and fresh way to break into the breakfast space,根据最新的财富文章。
- The product, which contains diced vegetables, breakfast meat, cheese and potatoes, will be sold in the refrigerated section next to the eggs — which is the only ingredient that needs to be added to the product. Consumers can create a hot egg scramble in under two minutes by microwaving the item.
- 只是裂蛋，没有人造香料，染料或防腐剂。它最初可以在四种口味中提供，其中包含Kraft Heinz现有品牌：奥斯卡Mayer为肉类，牛皮纸为奶酪，以及土豆的矿石IDA。
潜入洞察力：
Capitalizing on two powerful trends right now, convenience and fresh foods, Kraft Heinz appears poised to be a disruptor in the breakfast space. By selling its newest product next to the eggs section, the food giant further reinforces the product's fresh positioning and makes the breakfast scramble appear less processed.
像Kraft Heinz这样的CPG公司渴望在杂货店的这个令人垂涎的部分中获得他们的品牌。就在上周，百事可乐宣布其子公司，Naked Juice, was launching a new line of chilled fruit, nut and veggie bars。In January, Campbell Soup’s Bolthouse Farms announced anew type of refrigerated, eggless, yogurt-based spreadscalled Maio meant to be a "clean" alternative to mayo.
With its introduction of Just Crack an Egg, Kraft Heinz gets a foothold in the refrigerated section. Greg Guidotti, head of marketing for Oscar Mayer at Kraft Heinz, who is leading the launch,告诉财富这个新品牌将是一个平台, as opposed to a single product. “We see an opportunity to expand this proposition much farther than it currently is," he said. If this new product is successful, expect to see other types of meals or snacks pop up under the Just Crack an Egg label.
在许多方面，这个产品似乎达到了今天的消费者需求。购物者早上没有很多时间，这通常会转化为抓住门前抓住酒吧或果汁。这种蛋换拼纸需要不到两分钟才能制造，并提供典型的碳水化合物繁忙的快速选择蛋白质替代品。
将会有两个挑战cing this new brand. For starters, it isn’t exactly cheap, with anMSRP of $2.49 a cup。其次，需要在家里享受，或者消费者需要找到一种安全的方式来安全地运送一个鸡蛋工作。最后，虽然它没有人工香料，染料或防腐剂，其成分列表在较长的一侧，偶尔元素consumers might not recognize, like natamycin, a natural mold inhibitor.
Still, Just Crack an Egg has the potential to help Kraft Heinz develop a stronger presence at the breakfast table. Currently, it hasMaxwell House, Ore-Ida frozen potatoes, and Philadelphia cream cheese, which are all associated with the first meal of the day. However, the CPG company doesn’t take a large share of the breakfast plate. This new product may help change that.
