The Breakfast Club
GLENDALE, Calif. — Better-for-you isn’t the only trend in the frozen breakfast section. Foodservice brands including IHOP and Cinnabon are also making a statement.
IHOP launched a line of premium frozen breakfast items inspired by the flavors of IHOP. The new “IHOP at Home” line includes French Toast Stuffed Pastries, Omelet Crispers and Griddle ‘n Sausage Wraps.
“When our guests don’t have the time to visit an IHOP Restaurant but don’t want to settle for their at home breakfast, IHOP at Home provides a delicious new option,” Jean Birch, IHOP president, said in a statement.
The new line was introduced last year at more than 3,000 Walmart locations. The company plans to expand the line and distribution to additional retail and grocery outlets.
The frozens department is also home to Cinnabon frozen pancakes. Distributed under a licensing agreement with Kellogg Co., the waffles feature cinnamon and brown sugar flavor with hints of icing baked right in.
Meanwhile, a popular Center Store brand has also migrated to frozens. Smucker’s Snack’n Waffles have the syrup baked right in, making them a portable, grab-and-go breakfast.
According to a survey conducted by Kelton Research on behalf of The J.M. Smucker Company, six in ten (59%) of all respondents would rather have a delicious morning meal than an extra 15 minutes of sleep.
Smucker’s Snack’n Waffles come in four flavors: Blueberry, Maple, Cinnamon and Chocolate Chip.
Most Important Meal
CHICAGO — There’s plenty of opportunity to attract more shoppers to the frozen breakfast section.
That’s because one out of 10, or 31 million, Americans don’t eat breakfast, according to a survey by The NPD Group here.
Males, ages 18-34, have the highest incidence of skipping (28%), whereas adults 55 and older have the lowest incidence.
Among children, the percent of individuals who don’t eat or drink anything in the morning increases as children age, with 13-to-17-year-olds (14%) skipping breakfast most often.
Among the reasons individuals give for not eating or drinking anything prior to 11 a.m. is that they weren’t hungry/thirsty or didn’t feel like eating or drinking. Other top reasons are that they didn’t have time and were too busy.
Adult females show a higher propensity to skip a morning occasion due to a time constraint, like being too busy, rushing to get out the door, or running late.
For those who do eat a morning meal, three-fourths have their morning meals, snacks and beverages in their home. About one in five consume foods and beverages in the morning both at-home and away-from-home on a typical day; and 14% of individuals have their morning meals away from home.