New Brand Just Crack an Egg Wants to Help Americans Fall Back in Love with Breakfast

Kraft Heinz reignites breakfast with new offering that provides delicious, convenient and hot egg scramble in under two minutes


Monday, February 26, 2018 9:07 am EST



Public Company Information:


PITTSBURGH & CHICAGO--(BUSINESS WIRE)--Americans are dissatisfied with their weekday breakfasts and are struggling to find options that don’t compromise on taste, quality or convenience1. To help reignite Americans’ love for breakfast, Kraft Heinz today unveiled its newest brand, Just Crack an Egg.

Just Crack an Egg is the first product on the market that offers consumers a hot, savory egg scramble in under two minutes, just by adding their own fresh egg. 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.

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 needs to 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 delicious 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 Cheese2, 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…all with just the crack of an egg."

To support this new innovation, Just Crack an Egg today launched a creative and marketing campaign that encourages consumers to take breakfast back. The campaign will be supported through national TV, digital, print, PR and social extensions.

Just Crack an Egg is available in the egg section at stores nationwide for an SRP of $2.49 per cup. For more information on Just Crack an Egg, consumers can go to the website ( or the brand’s social media pages ( and @justcrackanegg on Instagram and Twitter).

About The Kraft Heinz Company

The Kraft Heinz Company (NASDAQ: KHC) is the fifth-largest food and beverage company in the world. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit .

1 Ipsos Consumer Exploratory, March 2017
2 Low-moisture part-skim mozzarella cheese

Multimedia Files:

Preview image
Introducing Just Crack an Egg, the first product on the market that offers a hot, savory egg scramble in under two minutes, just by adding a fresh egg.(Photo: Business Wire)


For The Kraft Heinz Company
Lynne Galia, 847-646-4396
Amy Mason, 312-577-1770


  Kraft Heinz

Media Downloads

View and download high resolution product images, brand logos and videos from the Kraft Heinz Company.