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Up more than 20%, handhelds and entrees drive frozen breakfast category growth – and new intros skew toward premium.

Frozen breakfast sales jumped 18.0% to $891.33 million across channels during the 12 weeks ended Aug.9 compared with the same year-earlier period, according to Chicago-based market research firm IRI (iriworldwide.com). Among the three highest-volume subcategories, handhelds (+21.4%) and entrees (+20.4%) led the way while waffles (+9.1%) lagged, highlighting a continued shift from carb-heavy products to those with protein and other better-for-you attributes. As a result, even waffle makers are taking steps to make their products more nutritious. For example, Kashi added Protein Waffles to its GO lineup earlier this year while Wellesley, Mass.- based Good Food Made Simple (goodfoodmadesimple.com) just debuted French toast and waffles made with oats and ancient grains plus egg whites and wheat gluten for added protein.

The new additions underscore what manufacturers say is an ongoing shift from basic belly filler to more premium breakfast products that deliver more than just calories. “Today’s shoppers are very well-informed when it comes to the food choices they make for themselves and their families,” says Elliot Huss, CEO of Rahway, N.J.-based Veggies Made Great (veggiesmadegreat.com). “With more time on their hands to educate themselves and a sharper focus on what they’re putting into their bodies, consumers are open to discovering new brands and trying new things, hence the growth we’re seeing in the category.” But no matter how healthy, it’s still got to taste good.

Veggies Made Great expands its bestselling frittatas assortment with two new flavors featuring Beyond Meat sausage.

‘NO TRADE-OFFS’ PLANT-BASED

In the handheld segment, says Brad Locke, vp of marketing and innovation at Franklin, Tenn.-based Red’s All Natural 

(redsallnatural.com), consumers have been clamoring for plant-based options. “However, the feedback we’ve gotten is that the flavor and texture of plant-based items on the shelf currently are not desirable.” But after years of searching, Red’s finally found a plant-based protein that mimics the taste and texture of real turkey sausage. “You literally cannot tell the difference between our regular turkey sausage burrito and the new plant-based version,” which just launched at retail, says Locke. “That’s what consumers really want: a no trade-offs plant-based option.”

Of course, that’s always been the goal at Veggies Made Great, which was doing plant-based before plant-based was even a thing, says Huss. Since vegetables are always the first ingredient in its muffins, veggie cakes and, most recently, frittatas, “making vegetables taste amazing” has been a priority from the start. But the company is moving into new territory with its latest launch: Two new frittata flavors – Sausage & Pepper and Sausage, Egg & Cheese – made with Beyond Meat. Both are gluten-free and allergy friendly, deliver at least 5 grams of protein and contain 90 calories or less.

After their introduction two years ago, “Frittatas quickly became our best-selling product line,” reports Huss, citing ease of preparation, portability and nutrition combined with great taste. But the two new additions represent what Huss believes is the future of plant protein: products that feature both plant-based meat alternatives and vegetables. “Only one in 10 Americans get their daily recommended amount of veggies,” he continues. “The new Veggies Made Great Frittatas with Beyond Meat make it even easier for consumers and their families to eat more veggies, consume more protein and address some of the global health and climate issues we see today.”

While flexitarians are driving growth in the plant-based segment, adherents to other lifestyle diets – whether for health or other reasons – are also finding new choices in the frozen breakfast category. For example, says Locke, Red’s new keto-friendly, breadless Egg’wiches are already proving very popular with the low-carb crowd. Glendale, Calif.-based Real Good Foods (realgoodfoods.com) recently bolstered its presence in that segment as well, adding a new Turkey Sausage, Egg & Cheddar variety to its line of low-carb breakfast sandwiches featuring the company’s gluten- free cauliflower cheesy bread.

In the gluten-free category, meanwhile, Brooklyn, N.Y.-based Feel Good Foods (feel-good-foods.com) debuted a new line of Breakfast Pockets made with cage-free eggs and antibiotic- free proteins earlier this year. “We identified an unmet need for great-tasting, gluten-free handheld breakfast items,” says president of sales Brett Meltzer. He adds that the chef-driven five-SKU collection includes vegan, vegetarian and meat lover’s varieties, “so there’s a Feel Good Foods Breakfast Pocket for everyone.”

There’s also plenty of activity in the low-cal segment where Springdale, Ark.- based Tyson recently rolled out a trio of better-for-you Breakfast Wraps under its Jimmy Dean Delights label (jimmydean.com). “Breakfast wraps were up 22% on restaurant menus last year and are projected to grow at an above-average rate for the next four years,” reports senior director marketing Scott Glenn on the thinking behind the launch. Available in three flavors (Spinach & Bacon, Turkey Sausage & Veggie and Southwest Style), the wraps are made with real veggies, all-natural turkey sausage or bacon, white cheddar cheese and whole scrambled eggs inside a whole wheat tortilla. Each delivers at least 13 grams of protein and 17 grams of whole grains and contains no more than 310 calories.

Tyson adds three new better-for-you Breakfast Wraps to its Jimmy Dean Delights collection.

FOOD COURT FAVE HITS FREEZERS

Despite all the emphasis on better-for-you, pandemic- weary consumers seeking “comfort food” will find plenty of new breakfast options in the freezer as well. Among the most anticipated is the new Cinnabon (cinnabon.com) lineup inspired by everyone’s favorite food court treat. But, while the Breakfast Creations collection includes several of the sweet treats consumers might expect from Cinnabon (Caramel Pecan Ooey-Gooey Rolls, Frosted Filled CinnaPastry and Frosted CinnaSweet Swirls), there are also some surprises. “Cinnabon is known for its iconic cinnamon flavor,” explains Dave Mikita, president of Atlanta-based Focus Brands Global Channels. “But since cinnamon pairs so well with a variety of savory products, such as chicken and sausage, we were able to create delicious mashups like CinnaBiscuit Chicken Sandwiches and Jalapeno Cheddar Sausage Bites wrapped in cinnamon sweet dough.” (There’s also a savory CheddarRoll Sausage & Egg Sandwich.)

“These delicious products combine the craveable, ooey-gooey taste of Cinnabon cinnamon with premium savory proteins that are popular in the frozen category,” he adds, citing a broader trend toward sweet and savory combos. Mikita also says the time was right for a line like Breakfast Creations since consumers unwilling or unable to eat out are looking for restaurant-quality products they can enjoy at home. The fact that they come from a familiar, trusted brand doesn’t hurt either.

The folks at Jimmy Dean also came up with a way to turn a “special” breakfast into a more everyday solution. After watching recipe searches for “brunch casserole” jump more than 60% last year, they developed a more convenient, portable version suitable for busy weekday mornings, reports Glenn. “Jimmy Dean Casserole Bites are everything consumers love about breakfast casseroles but baked into poppable bites made with premium seasoned Jimmy Dean pork sausage, real eggs and other breakfast favorites like bacon, potatoes and cheese,” he explains. “They deliver the satisfying taste of a homemade breakfast casserole but without the hassle.” Available flavors include Meat Lovers, French Toast and Sausage, Egg & Cheese.

Next up for the company: a pair of hearty, flavor- packed Jimmy Dean Breakfast Burritos (Original Sausage and Meat Lovers) featuring large pieces of egg and sausage and at least 11 grams of protein.

EGG BITES MAKE WEEKDAYS SPECIAL

Made with oats and ancient grains, Good Food Made Simple’s new French Toast and Waffles also include protein-rich egg whites and wheat gluten.

Manufacturers on the refrigerated side of the category are also working to offer weekend breakfast favorites in a more convenient format. “There’s a real tension between the ideal weekend breakfast and what consumers are actually able to achieve during the workweek,” says Meghan Shookman, director of innovation at Austin, Texas-based Vital Farms (vitalfarms.com). They want scrambled eggs and bacon or an omelet, but they just don’t have time. As a result, “Weekday breakfasts have become very robotic. There’s no joy there.”

To help merge the gap, Vital Farms developed its first prepared food offering: microwaveable Egg Bites ready to eat in about 45 seconds. Yes, the category has welcomed egg bites from several different brands in the past year or so, but Shookman says Vital Farms’ stand out because they’re made with pasture-raised whole liquid eggs, pasture-raised cheese, humanely raised meats and fresh veggies. “So not only do they taste good, consumers can feel good about eating them,” she remarks. Available flavors include Uncured Bacon & Cheddar; Roasted Red Pepper & Mozzarella Uncured Ham, Bell Peppers, Onion & Cheddar; and Sun-Dried Tomato, Basil & Mozzarella, all in a recyclable BPA-free tray.

Retailers looking to build out their heat-and-eat refrigerated breakfast offerings will soon have two more options from Jimmy Dean, both offered in portable microwaveable cups: Omelet Minis (Sausage & Cheddar and Bacon & Gouda) and Loaded Sausage Bites (Meat Lovers and Turkey Sausage, Egg & Cheese). No word yet on when they’ll be available.

FROZEN BREAKFAST FOOD

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Aug. 9, according to Chicago-based market research firm IRI (iriworldwide.com). Percent change is versus the same period a year ago. Only brands with at least $5 million in sales during the period are listed.

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