Brandweek, February 18, 2008

New Products: ConAgra Egg Substitute Beats a Path to Gen Yers; Yolk-Enhanced Entry Tailored to Appeal to Younger Consumers

ConAgra's Egg Beaters created the "egg substitute" category in 1972 by eliminating the cholesterol found in yolks, but now for the first time it's putting the yolk back, at least some of it.

The company next month will launch Egg Beaters with Yolk, which is billed as having a "touch of real yolk" to enhance the taste.

The idea is to lure younger consumers who are looking for a healthy substitute for eggs. The line had previously skewed to older consumers, but Reggie Moore, ConAgra's director of refrigerated marketing, said he sees an opportunity: "Consumer needs have evolved and consumers in their 20s through baby boomer years are looking for better-for-you alternatives."

The product contains only 1.5 grams of fat, 50 mg of cholesterol and 40 calories. Prices range between $2.99 and $4.99.

As part of the push, ConAgra is rolling out its first TV ads for the brand in more than two years. The spots, via Nitro Group, New York, tout the message, "The real thing. Only better," which addresses what Moore said is the brand's biggest misconception—that it isn't made with real eggs.

The spot, which begins airing Feb. 25, shows a stockboy placing Egg Beaters with Yolk on shelves and, when he turns away, the products disappear. He then sees a bunch of chickens rapidly pushing a shopping cart filled with the items out of the store. Voiceover: "These mother hens think new Egg Beaters with Yolk are real eggs, but just like all Egg Beaters, they are."

Gary Stibel, founder and CEO, New England Consulting Group, Westport, Conn., said the product will likely be a hit: " ConAgra is offering an opportunity to those consumers who want to eat healthier but do not want to make a taste trade-off."

ConAgra wouldn't disclose its spend for the effort, but Moore said the company is making a "significant investment" in the brand. ConAgra spent $17.8 million in measured U.S. media between January and November 2007, per Nielsen Monitor-Plus.

For the 52 weeks ended Jan. 27, Egg Beaters recorded sales of $121.4 million, up 4.45% from the prior-year period, per IRI. vfacenda@brandweek.com