- THE MAGAZINE
- VERTICAL MARKETS
Although 84% of Americans believe that eating breakfast is an essential part of their morning routine, 56% skip it several times a week or more.1 To address this gap for time-starved consumers, Hormel Foods has introduced Hormel® Compleats™ breakfast, a line of convenient, hearty breakfast meals ready in just 60 seconds. The new line is the first in the shelf-stable microwavable breakfast meals category to include real eggs, utilizing innovative new technology to create a breakfast packed with protein.
Hormel® Compleats™ breakfast features four tasty single-serve varieties, including two with real eggs – Bacon Breakfast Scramble and Sausage Breakfast Scramble – as well as Roasted Potatoes & Sausage Gravy and Apple Cinnamon Oatmeal. It’s an ideal solution for Americans who are increasingly forced to choose between conflicting priorities, with 53% passing on breakfast because they don’t have enough time, they want to get extra sleep, or they don’t like preparing it.2
“We know that consumers are looking for a substantial breakfast option, but need a product that also fits in with their fast-paced lifestyle – and we saw an opportunity to deliver on both,” says Luis Marconi, vice president of grocery products marketing at Hormel Foods. “It took five years to innovate the technology necessary to have a great-tasting shelf-stable egg. The process dramatically shortens the cooking time to make it possible to produce items with eggs and dairy that taste great.”
With a variety of flavors to fit any craving, the Hormel® Compleats™ breakfast line is a perfect fit for consumers who typically enjoy breakfast at work, since it doesn’t require refrigeration. Each tray provides a balance of carbohydrates, calories, and protein, featuring quality meats, flavorful potatoes, or slow cooked oatmeal. Select varieties feature 17-20 grams of protein per serving, and are a good source of fiber.
“Eggs are a great source of nutrients – just one egg contains 13 essential vitamins and minerals, high-quality protein, and antioxidants,” says Mitch Kanter, Ph.D., executive director of the Egg Nutrition Center. “Real eggs, paired with another protein-rich accompaniment and additional nutrient-rich foods, help provide consumers with a nutritious start to their day.”
To support the launch of this innovative new line, the brand has partnered with Richard Karn, famous for his role as Al Borland on the ‘90s sitcom Home Improvement, for a series of breakfast makeovers in Knoxville and Des Moines, Iowa. Richard will swap consumers’ ordinary breakfasts for Hormel® Compleats™ breakfast, helping commuters start their day with a filling and tasty meal.
The Hormel® Compleats™ breakfast line is just the latest innovative addition to the already strong Hormel® Compleats® lineup, which includes more than 40 varieties across several meal occasions, including lunch, dinner, and kids meals. Now offered in grocery stores nationwide and conveniently located in the soup and pasta aisle,Hormel® Compleats™ breakfast is available at a suggested retail price of $2.18 - $2.99.
1 & 2 According to a January 2014 study conducted by global polling firm Penn Schoen Berland