Breakfast and Deluxe join Helper’s lineup as Cups expand nationwide, marking its fifth decade of meeting consumer demand for fast, affordable and tasty meals

Hamburger Helper, America’s “one-pan” family dinner favorite since 1971, is responding to mounting demand for the celebrated mealtime favorite with the launch of new breakfast and takeout-at-home inspired lines now available at Walmart, Kroger and other grocery store locations nationwide.

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Amidst almost identical market conditions that fueled Hamburger Helper’s blockbuster introduction more than 50 years ago, the brand has quietly emerged as America’s meal of the moment, feeding the needs and cravings of an increasing number of cost-, convenience- and taste-focused consumers, with a rapidly expanding array of protein-packed meal and snack options. The new innovations include:

• Hamburger Helper Breaks into Breakfast. Marking the brand’s first foray into the breakfast category, Hamburger Helper now features a new selection of at-home and on-the-go offerings, with flavors including Cheesy Hashbrowns, Southwest Style Hashbrowns, and Sausage and Hashbrowns in single microwaveable cups and quick-cook, boxed offerings, helping consumers start their day strong. The full line is now available nationwide at Walmart and Kroger.
  
  
  
  
• Takeout-at-Home Inspired Hamburger Helper Deluxe. With takeout now a regular “go-to” consumer option, Hamburger Helper has introduced a new Deluxe line of takeout-at-home inspired offerings—delivering even more value and efficiency, as well as a more memorable mealtime experience than restaurant meals, without leaving home. This new line allows consumers to bring the great taste and flavors of takeout to the table while staying within their budget. The Deluxe line includes elevated quick-cook, boxed offerings, enhanced by new liquid sauce packets, with such flavors as Sweet & Savory Teriyaki, Brew Pub Cheeseburger, Zesty Marinara and Cheesy Buffalo Mac. The full line is now on shelves nationwide and at Kroger.
  
  
  
  

• Expanded Array of Hamburger Helper Cups. Answering the call for more on-the-go snacking and solo eating options, Hamburger Helper is debuting new four-cup packs of its iconic Cheeseburger Macaroni flavor—now on shelves at Walmart and other grocers. Helper is also launching new breakfast cups, a new offering in single-serve, microwaveable cups, to provide consumers with a convenient and tasty on-the-go breakfast solution.

“Hamburger Helper is undoubtedly experiencing a blockbuster resurgence that, in many ways, resembles the runaway success the brand experienced when it first hit store shelves more than a half-century ago,” said Mala Wiedemann, Executive Vice President of Marketing and R&D at Eagle Foods, Hamburger Helper’s parent company.

“Just as in 1971, the brand has become a destination for consumers seeking convenience, bold flavor and affordability amidst high inflation, rising beef prices, unemployment concerns and increasing demands on multi-earner households,” she added. “Those tailwinds, combined with the brand’s strong appeal and the significant investments we’ve made in product quality, line extensions and expanding our consumer demographics with more occasion options, have positioned Hamburger Helper for continued growth. Together, these factors create a very promising runway for accelerating momentum.”

Eagle Foods anticipates that Hamburger Helper’s offerings—and others to come—will keep the brand on its current growth trajectory, bucking the trend of the category and delivering dollar and unit growth.

About Hamburger Helper

Introduced in 1971, Hamburger Helper was designed to bring families together with a tasty, convenient meal solution that kept dinner affordable. Today, it remains a staple in households across the country and continues to reach new consumers with a growing mix of flavors and offerings. For more information, visit HamburgerHelper.com.

About Eagle Foods

Eagle Foods is a diversified food company that enjoys a rich heritage and entrepreneurial spirit. With a “builder” culture, the company excels at growing brands with legacy and runway, and dedicating the needed time and attention to make them stronger. Eagle Foods’ portfolio has delivered category leadership for more than 150 years with brands including Hamburger Helper, Suddenly! (pasta sides), Eagle Brand^® Sweetened Condensed Milk, Magnolia^® Sweetened Condensed Milk, Popcorn Indiana and Cretors Popcorn. Its products are marketed and distributed across all U.S. retail channels, including grocery stores, club stores and mass merchandisers, as well as foodservice and export, U.S. military, and private label business. For more information, visit EagleFoods.com.

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