Hamburger Helper Expands Product Line

Introduction to Breakfast Items

Hamburger Helper, a kitchen staple since 1971, made its first foray into breakfast with the launch of sausage and hashbrown offerings this week. The new breakfast line was developed at a research and development hub in Buffalo Grove by Cleveland-based Eagle Foods, parent company of the Hamburger Helper brand.

Research and Development Hub

Eagle’s 15,000-square-foot innovation center opened in February 2024 and employs 28 people. The facility focuses on R&D, product development and testing, consumer focus groups and more. Food scientists there played a key role in developing the breakfast line, as well as other Hamburger Helper ‘deluxe’ items also unveiled this week.

Recent Spotlight and Product Development

The launch of breakfast items follows a spotlight on Hamburger Helper in season four of FX’s “The Bear,” which aired this summer. In episode four, chef Sydney (played by Ayo Edebiri) makes a gourmet dish from Hamburger Helper’s meal kit of meat seasoning and pasta and other ingredients. Eagle did not pay for product placement; Hamburger Helper appeared on “The Bear” organically, a company spokesperson said.

New Product Lines

The brand’s breakfast line includes Cheesy Hashbrowns, Southwest Style Hashbrowns and Sausage and Hashbrowns in microwaveable cups and quick-cook boxes that include shredded potatoes and seasoning. Hamburger Helper’s new deluxe line includes kits inspired by take-out meals with sauce flavors such as teriyaki, marinara, “Brew Pub Cheeseburger” and “Cheesy Buffalo Mac.” The new products are available nationwide at stores such as Walmart and Kroger.

Company Background

Eagle was once a division of The J.M. Smucker Co. It became a separate company in 2015 when the founders took ownership of four canned milk brands, including Eagle Brand Sweetened Condensed Milk. Eagle acquired Hamburger Helper and Suddenly Salad from General Mills in 2022. It also owns the Indiana and Cretor Popcorn brands.

Market Trends and Strategy

In February 2024, Eagle re-launched Hamburger Helper’s brand with new flavors, reduced cooking times and a national campaign featuring its talking glove mascot, Lefty. The roll-out of Hamburger Helper’s breakfast and deluxe lines comes as people are eating out less to save money. Restaurants, including in Chicago, are feeling the impact of consumer belt-tightening and other pressures.

Economic Context

“Chicago’s full-service restaurants are facing an extremely challenging business environment,” the Illinois Restaurant Association said in a statement last month. In a survey of restaurant owners released in August, 72% of respondents said customer traffic during the last 12 months is lower than it would normally be. Eagle referenced economic headwinds in this week’s launch of new Hamburger Helper items. Consumers are seeking convenience and affordability “amidst high inflation, rising beef prices, unemployment concerns and increasing demands on multi-earner households,” Mala Wiedemann, Eagle’s executive vice president of marketing and R&D, said in a news release.

Breakfast Market Trends

Eagle is betting on breakfast as many restaurants nationwide are seeing a breakfast boom. Eateries such as First Watch, have added more locations in recent years. Fast-food chains such as Starbucks and Wendy’s are also adding more breakfast items. Yet breakfast was a notable bust at Portillo’s, Chicago’s iconic hot dog and Italian beef chain. In April, it began testing items such as breakfast sandwiches, a chocolate cake donut and chocolate cake iced coffee. But last week, Portillo’s announced the end of the breakfast pilot at five Chicago locations to focus on core lunch and dinner menus.

Conclusion

The launch of Hamburger Helper’s breakfast and deluxe lines marks a significant expansion of the brand’s product offerings, developed at its Buffalo Grove research and development hub. As consumers increasingly seek convenience and affordability amidst economic uncertainty, Eagle Foods is positioning Hamburger Helper to meet these needs with its new breakfast and deluxe items.

FAQs

• Q: What is Hamburger Helper’s new product line?
  A: Hamburger Helper has launched a new breakfast line, including Cheesy Hashbrowns, Southwest Style Hashbrowns, and Sausage and Hashbrowns, as well as a deluxe line with kits inspired by take-out meals.
• Q: Where was the new breakfast line developed?
  A: The new breakfast line was developed at Eagle Foods’ research and development hub in Buffalo Grove.
• Q: What is the current market trend in the restaurant industry?
  A: The restaurant industry is facing challenges due to consumer belt-tightening and other economic pressures, with many restaurants seeing lower customer traffic.
• Q: Why is Eagle Foods betting on breakfast?
  A: Eagle Foods is betting on breakfast as many restaurants nationwide are seeing a breakfast boom, with eateries and fast-food chains adding more breakfast items to their menus.