Kum & Go Adds Clean-Label Breakfast Sandwich

Marks Mason Dixie Foods’ first foray from supermarkets into c-stores
Mason Dixie Foods clean-label breakfast sandwich
Photograph courtesy of Mason Dixie

BALTIMORE Baked goods company Mason Dixie Foods is launching into 33 Kum & Go convenience stores after debuting the first clean-label biscuit breakfast sandwich at supermarkets nationwide in May.

Kum & Go locations in Des Moines, Iowa; Little Rock, Ark.; and Omaha, Neb., will offer Mason Dixie’s single-serve, heat-and-eat breakfast sandwich, which features 100% real egg (certified by the American Egg Board) and nitrate-free, clean-label pork sausage between a flaky Mason Dixie biscuit.

Ready-to-heat-and-eat breakfast sandwiches are one of the most frequently requested products by consumers and retailers, Mason Dixie said, and it knew it had the core product and innovation resources for this sandwich. Mason Dixie’s breakfast sandwich is the first clean-label biscuit sandwich option on the market and is higher in protein and lower in calories per serving than competitors’ breakfast sandwiches, the company said.

“Just like our biscuits, our sandwiches are inspired by our customers,” said Mason Dixie’s founder and CEO, Ayeshah Abuelhiga. “Since we started as a restaurant in 2014, our customers would constantly say, ‘Are you going to make your sandwiches microwavable?’ so we listened and delivered. It took almost five years, as the concept of a clean-label biscuit sandwich was far ahead of its time. We had to wait for the protein industry to catch up, and we are excited that all of our hard work has built up to this moment.”

Two breakfast sandwiches are available:

  • Buttermilk with sausage and egg
  • Cheddar with sausage and egg

As with all Mason Dixie products, the breakfast sandwiches are made from scratch with no artificial ingredients, additives or preservatives, and frozen right off the line for maximum freshness that offers a “home-baked” experience, the company said. Each sandwich is made using unbleached flour, real butter, fresh dairy and clean-label proteins.

The sandwich, which can be microwaved in less than two minutes, has a suggested price of $3.99 for the single and $6.99 for a two-pack.

When the sandwich debuted at Whole Foods, Danielle Whisnant, the Austin, Texas-based chain's market category merchant, said, “We are always on the lookout for delicious and innovative products that meet our shoppers’ health and wellness goals as well as our high-quality standards. We’ve seen a growing interest in classic comfort food as well as convenient, frozen breakfast options over the last year, and Mason Dixie’s breakfast sandwiches will be a win-win for our customers.”

Mason Dixie launched in 2014, when founder and Abuelhiga’s craving for her childhood comfort food, biscuits, led to a discovery that only heavily processed versions made using artificial ingredients existed. On a mission to bring no-fuss comfort food and convenience into homes, Mason Dixie Foods offers a selection of clean yet indulgent biscuits, sweet rolls, scones and breakfast sandwiches.

Based in Des Moines, Iowa, Kum & Go is a family-owned convenience store chain with a presence across the Midwest and West, with more than 400 stores in 11 states.

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