Jimmy Dean pushes 'breakfast all day' concept, eyes future entry into plant-based protein


By Mary Ellen Shoup, Food Navigator USA



Renewed consumer interest in convenient and filling breakfast products is accelerating Tyson Foods' legacy brand Jimmy Dean, which has grown total dollar sales at six times the rate compared to total food and beverage, according to Nielsen sales data*.


"There’s a tremendous tailwind around the breakfast occasion that we’ve been able to latch on to," ​Steve Silzer, marketing director for the Jimmy Dean brand, told FoodNavigator-USA.


According to Mintel, 2019 sales of the frozen breakfast category are expected to reach $3.7bn fueled by "consumer pursuit of heartier breakfast solutions" and in new flavors and formats, according to Mintel.


"As you’re seeing consumers really strive to get more protein into their diets, protein at the breakfast occasion has really been front and center for a lot of consumers. Eggs and meat and breakfast are really the sweet spot in terms of what they’re looking for,"​ claimed Silzer.


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