Vital Farms recently introduced its new egg-based Breakfast Bars, aiming to fulfill consumers’ health, nutritional, and ethical sourcing requirements, particularly for those still at home due to the pandemic. Meghan Shookman, Senior Director of Innovation at Vital Farms, highlighted that discussions with consumers revealed their ongoing desire for comfort food and snacks, yet they often struggle to find options that align with their health values. “Our consumers enjoy preparing meals from scratch, but many are fatigued from doing so. There is a strong demand for convenience while still wanting something reminiscent of homemade quality,” Shookman explained. She emphasized the importance of high animal welfare standards, clean ingredients, and indulgent flavors that evoke nostalgia.
The Breakfast Bars, inspired by traditional breakfast items like quiches and omelets, are set to launch nationwide in August at Whole Foods and other retailers. Designed for microwave heating, these bars come in four flavors: Uncured Bacon & Cheddar Cheese with Hash Browns, Broccoli & Cheddar Cheese with a Pastry Crust, Sausage & Cheddar Cheese with a Cheese Crust, and Southwest Fire Roasted Corn with Sweet Potato. Each bar weighs 3 ounces, packing 7 to 14 grams of protein and under 200 calories. Shookman noted that each flavor caters to different taste preferences; for example, the bacon and cheddar bar resembles quick-service restaurant breakfast sandwiches, while the broccoli and cheddar variety reflects a quiche-like experience. The sausage option fits well within the keto diet.
The concept for the Breakfast Bars emerged from prior research into consumers’ breakfast habits and time spent observing them in their kitchens. Vital Farms collected around 150 product ideas, including the Breakfast Bars and previously launched Egg Bites. With changing lifestyles, there has been a shift toward more snacking and comfort foods, which highlighted the need for Breakfast Bars.
Despite many consumers not being constantly on the go, Shookman asserted that these bars represent convenient food solutions for today’s demands. “As people work from home and juggle numerous Zoom calls, they often lack the time to prepare meals from scratch,” she mentioned. “Convenience has evolved to mean quick options that save time and require no preparation, allowing consumers to avoid dirty dishes.”
Vital Farms, publicly traded and known for its pasture-raised eggs, generates most of its revenue from shell eggs, while also offering butter and ghee products. According to a March earnings report, the company commands 82% of the dollar sales in the U.S. pasture-raised eggs market. President and CEO Russell Diez-Canseco noted a 50% increase in the penetration rate for pasture-raised eggs in 2020, with nearly 4% of households now purchasing Vital Farms’ products.
As a Certified B Corporation, Vital Farms is committed to high ethical standards that consider all stakeholders, including suppliers, consumers, and the environment. The company collaborates with over 200 small family farms, ensuring each hen has at least 108 square feet of space. Their egg cartons feature a carbon-neutral lid made from recycled paperboard, allowing consumers to trace their eggs back to the farm.
Shookman expressed the company’s aspiration to become a leading ethical food provider. “While a significant portion of our business is rooted in shell eggs, we aim to explore other categories that can enhance ethical standards, going beyond just eggs, butter, and convenience foods.”
Although innovation in the egg sector slowed somewhat during the pandemic—likely due to fewer grocery store resets—Shookman noted that Vital Farms remains focused on eggs for now, with potential for future expansion. “We have formed partnerships with like-minded companies that emphasize humane practices in meat and pasture-raised cheeses, and we will seek opportunities to enhance standards for animal welfare, environmental health, and the well-being of those who raise these animals,” she concluded.
In the realm of nutrition, consumers are increasingly concerned about health-related issues, such as whether calcium citrate is bad for your heart. This highlights the importance of mindful eating and choosing products that support overall well-being, a principle that Vital Farms embraces in its mission to provide ethical and health-conscious food options.