Whether people agree with the sentiment that breakfast is the most important meal of the day or others who feel that breakfast foods can be enjoyed any time of day, the reality is that flavor and convenience need to be wrapped into a single bite. With the new MingsBings breakfast bings made with JUST Egg, deliciousness is on the plate in a convenient, satisfying way.
When Chef Ming Tsai launched MingsBings, many people were excited to get that first taste of his plant-based take on the classic Chinese bing. This frozen offering is Chef Tsai’s take on a Chinese flatbread. Borrowing from his classic East meets West culinary approach, the plant-based food found an audience who wanted flavor, convenience, and something unique that can be made in their own kitchen.
While the flavors were familiar and approachable, the handheld offering brought one element unlike other plant-based food brands. The crunch factor satisfies in a way that can even convert the most ardent carnivore.
Looking at the frozen breakfast category, there are limited plant-based offering in the handheld options. According to IRI data, frozen breakfast food sales increased in 2021. What the rising numbers do not take into account is the consumer’s desire for convenient, plant-based options that would not be considered bland or boring.
The launch of MingsBings breakfast bings fills a gap within the ready-made breakfast category. While there are many breakfast sandwiches in the freezer, this offering brings the crunch to the plant-based space. That first bite will have many people switching their breakfast choice.
Made with JUST Egg, the popular plant-based egg brand, the ingredient has the right texture to contrast the crunchy element. The fluffy egg nestled within the thin rice wrapper satisfies in the best way.
The breakfast bings come in four flavors Plant-Based Egg & Cheese, Plant-Based Sausage, Egg & Cheese, Plant-Based Chorizo, Egg & Cheese, and Plant-Based Veggie, Egg & Cheese. Thinking about these flavors, it fills every category. From the people who love the traditional breakfast burrito to an extra boost of veggies, there is an option for everyone.
In addition to the main components, the breakfast bings have potato. While the potato is filling, it does not feel heavy. For some people who like a particular quick service restaurant breakfast offering, this convenient at home, plant-based option could have people stop running for the border.
Although the breakfast bings are meant to be a handheld item, they can be elevated with some toppings. From a simple avocado mash to a few pepitas for added crunch, there are a myriad of toppings that add to the eating enjoyment.
Personally, the Veggie, Egg & Cheese is a favorite. It feels light but is quite filling. With the spinach, onions, peppers, and all the plant-based ingredients, it is a good for you bite that is approachable. Topped with a little pico de gallo and an avocado slice, it makes for delicious meal.
The MingsBings breakfast bings are available online. Select retailers, including Harris Teeter, Lowes Foods, Roche Bros and Dave’s Fresh Marketplace, will offer them starting in November.