Dive Brief:

• Kraft Heinz is introducing a new brand called "Just Crack an Egg" as a convenient and fresh way to break into the breakfast space, according to a recent Fortune article.
• 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. 
• Just Crack an Egg has no artificial flavors, dyes, or preservatives. It will initially be available in four flavors, which incorporates Kraft Heinz's existing brands: Oscar Mayer for the meat, Kraft for the cheese, and Ore-Ida for the potatoes.

Dive Insight:

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.

CPG companies like Kraft Heinz are eager to get their brands in this coveted section of the grocery store. Just last week, PepsiCo announced its subsidiary, Naked Juice, was launching a new line of chilled fruit, nut and veggie bars. In January, Campbell Soup’s Bolthouse Farms announced a new type of refrigerated, eggless, yogurt-based spreads called 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, told Fortune this new brand will be a platform, 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.

In many ways, this product seems to hit on today's top consumer demands. Shoppers don’t have a lot of time in the morning, which typically translates into grabbing a bar or juice before racing out the door. This egg scramble takes less than two minutes to make, and offers a protein-loaded alternative to the typical carb-heavy fast options.

There will be a couple of challenges facing this new brand. For starters, it isn’t exactly cheap, with an MSRP of $2.49 a cup. Second, it would need to be enjoyed at home, or consumers would need to find a creative way to safely transport an egg to work. Lastly, while it's free of artificial flavors, dyes, or preservatives, its ingredients list is on the longer side with the occasional element 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 has Maxwell 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.