Oscar Mayer Enters On-The-Go Refrigerated Breakfast Category with New Scramblers Innovation
- Oscar Mayer Scramblers offer innovative and filling breakfast options
- First time Kraft Heinz brands are served together in one product
- Limited options for full breakfast affect consumer choices
Scramblers marks the first time two iconic Kraft Heinz brands will be served together in one product for breakfast, shaking up the most important meal of the day
Oscar Mayer Scramblers shake up breakfast with three delicious, hearty varieties. (Photo: Business Wire)
A category that Kraft Heinz first pioneered in 2018, the refrigerated breakfast aisle is an area the company continues to see opportunity in. Scramblers marks the first time two iconic Kraft Heinz brands will be served together in one product for breakfast, including beloved Oscar Mayer meats and delicious Velveeta cheese. While new to the category, Oscar Mayer hopes to deliver the brand trust and high-quality taste and experience consumers expect when it comes to their morning meal.
“While people crave a tasty breakfast, it is often compromised with quick, boring options due to busy weekday mornings—and boring is the antithesis of what Oscar Mayer stands for,” said Kelsey Rice, Associate Director, Oscar Mayer. “With fans yearning for more fresh, convenient and satiating breakfast options, Scramblers is set to spark smiles through seriously delicious meats, providing hearty ingredients and tasty, meaty recipes in a way only Oscar Mayer can.”
To celebrate the launch, Oscar Mayer is debuting its new “Scramble Your Morning” campaign across channels, including TV, OOH and social media. Inspired by the inventive and flavor-forward innovation, the campaign highlights how a scrambled morning can be delightful, when it comes to Oscar Mayer. The ads scramble consumers’ busy mornings by mixing up letters in creative copy to create fun, brain teasing puzzles, bringing joy to their AM routines.
Oscar Mayer Scramblers are available at major retailers nationwide. To learn more about the Oscar Mayer Scramblers, follow @OscarMayer on Instagram or visit www.OscarMayer.com.
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2022 net sales of approximately
1IRI Survey Collected Sep 30 – Oct 7, 2021 among National Consumer Panel representing Total US Primary Grocery Shoppers |
View source version on businesswire.com: https://www.businesswire.com/news/home/20230906603883/en/
Bethany Stokoski
Zeno Group for Oscar Mayer
bethany.stokoski@zenogroup.com
Kate Mitchell
The Kraft Heinz Company
kate.mitchell@kraftheinz.com
Source: The Kraft Heinz Company