Approximately one year after its initial launch with 5 SKUs in 3,000 stores, Helper Breakfast is expanding its presence at Walmart, making its convenient breakfast offerings available to even more shoppers nationwide.
Helper’s Breakfast Portfolio, includes:
- Three boxed meal varieties: Cheesy Hashbrowns, Farmhouse Hashbrowns, and Southwest Style Hashbrowns
- Two cup varieties: Hashbrowns & Gravy and Cheesy Hashbrowns
The two cups products will now be available in over 2,500 Walmart stores nationwide. The expansion marks the next chapter in Helper's evolution beyond dinner, bringing the convenience, value, and great taste consumers expect from the brand to another important mealtime occasion: breakfast.
For many consumers, breakfast is less about aspiration and more about execution. Families are balancing busy schedules while trying to provide a satisfying meal before starting the day.
Helper Breakfast was designed to make mornings easier. With simple added ingredients like breakfast sausage, water, milk, and eggs, the Breakfast Boxes provide a warm and hearty breakfast in less than 20 minutes. For an even faster preparation, Breakfast Cups require only water and a microwave, delivering a hot breakfast with 10 grams of protein from real sausage in minutes.
For generations, Helper has been known as an affordable, easy-to-prepare dinner solution for families. The brand identified breakfast as a natural adjacent occasion where consumers face many of the same challenges: limited time, budget considerations, and the need for tasty meal options.
Helper Breakfast allows the brand to extend its relevance beyond dinner while maintaining the affordability, great taste, and convenience that have long defined the Helper name. The expansion supports continued growth across both boxed meals and cups while creating incremental opportunities within the broader breakfast category.
“Families have trusted Helper to help solve dinnertime challenges for generations, and we're excited to bring that same promise of convenience, value, and tasty meals to breakfast," said Mala Wiedemann, EVP Marketing and R&D at Eagle Foods, which acquired Helper from General Mills in 2022. "Breakfast is one of the most demanding moments of the day for many households. As we saw consumers embrace Helper Breakfast following its launch, we recognized an opportunity to expand our reach and help even more families put a hot, delicious meal on the table without sacrificing time or budget.”
As one of America's leading destinations for weekly grocery shopping, Walmart provides an important opportunity to introduce Helper Breakfast to more households.
Walmart’s role in weekly household shopping makes this expansion a significant step in reaching more families with a practical breakfast option. Placement in the Boxed Meals aisle offers shoppers a familiar destination for approachable, value-oriented meal solutions.
Consumers can find Helper Breakfast products at participating Walmart locations nationwide and on Walmart.com.
About Eagle Foods
Eagle Foods was founded in 2015 when its founders partnered with Kelso & Company to acquire The J.M. Smucker Company’s canned milk business, including Eagle Brand®, Magnolia®, PET® Milk, and Milnot®. Since then, the company has grown its portfolio with Popcorn Indiana and G.H. Cretors in 2017, followed by Helper and Suddenly Salad in 2022. Today, Eagle Foods brings together trusted favorites across snacks, baking, and meals and sides.
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