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Frozen Breakfast – Rise & Shine

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Frozen breakfast sales were up another 2.5% during the most recent 12 weeks. New entries offer convenient solutions for consumers following specialty diets.

Dollar sales of frozen breakfast foods jumped another 2.5% during the 12 weeks ended Feb. 23 to $823.85 million across channels, reports Chicago-based market research firm IRI ( Three of the four largest subcategories saw dollars rise, including a double- digit gain by the Other Breakfast segment (thanks mostly to Eggo Thick ‘n Fluffy French Toast). The only loser was waffles, reflecting a continued shift away from carb-heavy breakfast foods toward those with protein.

Like most categories in the supermarket, frozen breakfast is seeing an influx of convenient, clean label products compatible with various lifestyle diets. In the gluten-free segment, for example, Brooklyn-based Feel Good Foods ( is launching a group of certified gluten-free Breakfast Pockets made with cage-free eggs and antibiotic-free proteins. “When it comes to innovation, the breakfast category has been playing catch-up,” says vp of sales Brett Meltzer. “But we believe brands that focus on healthier eating will continue to drive growth.” He adds that the new line offers something for gluten-free consumers of every type – vegetarians, vegans and meat eaters. Available varieties include Huevos Rancheros; Mediterranean Tofu Scramble; Chicken Chorizo, Egg & Cheese; Potato, Egg & Cheese; and Uncured Bacon Egg & Cheese.

Another player in the frozen handheld breakfast space, Franklin, Tenn.-based Red’s All Natural (, is introducing an innovative keto-friendly breadless breakfast sandwich that replaces the usual muffin with a pair of cage-free egg patties. Available with antibiotic- and hormone-free Turkey Sausage or Chicken Apple Sausage, each Red’s Egg’wich delivers 15 grams of protein and 5 grams or fewer of carbohydrates, reports vp of marketing and innovation Brad Locke.

And for the vegan crowd, San Francisco- based JUST ( recently debuted a frozen folded version of its mung bean-based JUST Egg liquid egg replacement. Described as the only product of its kind in the frozen food category, folded JUST Egg can be used to create a quick breakfast sandwich – or in a variety of other dishes, from salad to fried rice. Offered in 8-ounce four-packs, each patty delivers 7 grams of protein.


Although the frozen department owns the lion’s share of total supermarket breakfast sales, refrigerated breakfast entrees saw the most growth. Up 27.2% to $53.49 million, the category owes most of its success to top-seller Just Crack an Egg’s 38.7% gain. But new breakfast items are hitting the refrigerated case every week. One item getting a lot of buzz right now is egg bites similar to those popularized by Starbucks. Monroe, N.H.-based Pete & Gerry’s ( expects to debut three flavors of sous vide egg bites made with certified humane-raised free-range eggs under its Nellie’s brand later this year. And Organic Valley (, La Farge, Wis., plans to roll out the industry’s first organic egg bites this summer.

“Organic eggs have the highest penetration of any product in the organic category,” explains vp of brand and innovation Meenakshi Trehan. But busy parents don’t always have time to prepare eggs from scratch, and busy kids don’t always have time to eat them. “Our heat-and-eat Organic Egg Bites offer on-the-go convenience without any trade off in quality.” Offered in two packs, they will be available in three flavors: Ham & Swiss, Sausage & Pepper Jack and Feta & Chive.


Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Feb. 23, according to Chicago-based market research firm IRI ( Percent change is versus the same period a year ago.

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Frozen Breakfast – Rise & Shine

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Denise Leathers

Denise Leathers

Denise is the editor of Frozen & Refrigerated Buyer.

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