USA – Kraft Heinz, a globally producer of delicious food has added a breakfast category to its product portfolio, ‘Just Crack an Egg’ to offer Americans with more choices that offers desired taste and quality.

Just Crack an Egg gives convenience to American consumers who are always on the go, offering them a hot, savory egg scramble in just two minutes, by adding their own fresh egg.

Americans will be able to find more satisfying choices for their weekday breakfasts, reigniting their passion for fresh and tastier recipes.

“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,” Greg added.

Each serving is packed in a cup containing diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds and Ore-Ida potatoes.

The consumer needs only to add a fresh egg, stir it up and microwave for a hot and convenient breakfast – all in under two minutes.

It comes in four varieties including Denver- ham, mild cheddar cheese, onions, green peppers and diced potatoes; Ultimate- sausage, mild cheddar cheese, onions, green and red peppers and diced potatoes.

All American variety involves uncured bacon, sharp cheddar cheese and diced potatoes while Rustic type includes turkey sausage, mozzarella cheese, mushrooms, onions, red peppers and diced potatoes.

Besides the launch, the company unveiled a marketing campaign supported through national TV, digital, print, PR and social extensions to enhance the love for breakfast.