Noble Foods’ happy egg co. brand has launched scrambled egg mix into Asda priced at £2.50. The 500g pack is aimed a consumers who are very time pressed but still want a healthy breakfast.
According to Noble Foods, recent studies have shown that a quarter Brits aren’t prepared to spend any longer than two minutes making their breakfast on a weekday, while a further 25% said their maximum prep time was three to four minutes.
The carton format also makes the mix easy to transport, with consumers able to take it into work, suiting the growing number of people having their breakfast at their place of work and giving a healthy alternative to sugary cereal bars.
Noble Foods’ Kantar usage survey identified that 43% of egg occasions are at breakfast and, although eggs are seen as quick and versatile, they under trade on meals that take less than five minutes to prepare. Therefore the scrambled egg mix provides a convenient solution at the most popular time for eggs.