Category Analysis Egg Bites

With each year, people continue to get busier, and leading companies within the egg bites category realize and respect the fact consumers need and appreciate convenience. While consumers want convenient meal solutions, they don’t want to sacrifice taste, and egg bite producers have been able to master the art of providing grab-andgo solutions without giving up tasty, delicious meals.

Three Bridges, a leader in the egg bites category, was able to make the most of its Q1 and come out on top of several innovative ventures. “A lot went well for us in Q1. We had a lot of customer growth, product growth and just glad to see that continued growth for us in egg bites,” said Todd Nettleton, CEO of parent company Valley Fine Foods. “What I would say went really well is distribution expansion—we picked up several new customers based on our quality products and our ability to serve customers well. We believe we have the best tasting egg bites and customers and consumers continue to tell us that. We tried some new flavors; some worked, some didn’t. So, we continue to be innovative in the egg white business, and we see that as continued growth and strength in our portfolio. When it comes to the other aspect, we tried to launch a coalition project with Impossible Foods, and it didn’t go as well, but we learned from it and know that what consumers want is great tasting products with convenience, and we have some other fun things coming. The other part is when we went with new customers, we are getting into new areas of the country— we are a West Coast-based company, but we continue to push out east and gather new customers east of the Mississippi, [which] is always good for us.”

“The first thing is we are food company, so we have to deliver safe, quality products every day, so I think what has been great about this product and all of our products is people love to eat them,” he said. “There is a lot of cool innovative products that fail because people don’t want to eat them. Our products taste great, and they also fit into people’s lifestyles. So, when we focus on egg bites, the thing we always talk about is first

“Our products taste great, and they also fit into people’s lifestyles. So, when we focus on egg bites, the thing we always talk about is first and foremost, it has to be safe. People can’t ever worry about that. The second is it has to taste great, and then third is you have to be able to make it in as short amount of time as possible. So, that’s why we make it so our products are microwaveable and ready in 60 seconds and I think that fits into our consumers’ lifestyles better every day."

— Todd Nettleton, Valley Fine Foods

and foremost, it has to be safe. People can’t ever worry about that. The second is it has to taste great, and then third is you have to be able to make it in as short amount of time as possible. So, that’s why we make it so our products are microwaveable and ready in 60 seconds and I think that fits into our consumers’ lifestyles better every day.”

When it comes to convenient breakfast options, Jimmy Dean has been a leading player in the category. “Launched last spring, Jimmy Dean Egg Bites are a protein-packed breakfast that’s ready in minutes and perfect for on-the-go consumption,” said the Jimmy Dean Brand team. “The Egg Bites are fully cooked and contain fluffy, whole eggs baked with premium Jimmy Dean Sausage or Bacon, and real cheese. The Jimmy Dean Brand has decided to introduce Egg Bites to provide consumers with a delicious and convenient meal that is on trend with that of their favorite breakfast spots. This innovation moves the category forward by providing consumers with a level of convenience that is unparalleled in the breakfast category; all consumers need to do is reach for Jimmy Dean Egg Bites in their freezer, heat thoroughly, and enjoy. Delivering 17g of protein and 270 calories per serving, Jimmy Dean Egg Bites are available in two flavors (Sausage and Three Cheese and Meat Lovers)—saving consumers time and money without sacrificing flavor. Jimmy Dean Egg Bites are available at grocery stores nationwide.”

“There is an increase in approachable foods that are tasty, quick, and easy to prepare—especially with work and school in full swing this new year,” the Jimmy Dean Brand team said. “We are also cognizant of the changing tastes and needs of the public. There has been a steady rise in the number of plantbased patty proteins available within the market, coupled with the consumer’s need to seek the ample amount of protein to fuel their day. This growing demand is one of the primary reasons why the Jimmy Dean Delights PlantBased Patty, Spinach & Egg White Frittata Sandwich was created—to provide consumers with the same great taste of Jimmy Dean sausage, but in a plantbased patty that will appeal to more diverse palates.”

Organic Valley has maintained its position in the category through filling the category’s need for an organic, quick and easy egg bite solution. “Organic Valley Egg Bites are driving double-digit growth for the refrigerated breakfast category,” said Kelly Slentz, Senior Associate Marketing Manager. “Organic Valley is currently the only brand offering an organic egg bite option and is driving the highest sales velocity and unit velocity in our natural channels.”

“Consumers are supporting brands that deliver on taste, quality and social impact. Consumers are looking for the best possible ingredients that are nutrient packed and flavorful,” Slentz continued. “Key retailers are experimenting with creating ‘breakfast sets’ to help consumers find their breakfast favorites and that includes the on-the-go options like Organic Valley’s Egg Bites.