Smithfield Foods’ US subsidiary John Morrell Food Group has entered the ready-to-go breakfast category with the launch of a refrigerated breakfast line

Armour BreakfastMakers comprises six ready-to-eat, portable varieties of breakfast options from cinnamon rolls and ham breakfast croissant sandwiches to French toast sticks.

“They are portable and convenient, making anywhere a fit-for-breakfast place,” Chuck Gitkin, vice president marketing, innovation and R&D for the John Morrell Food Group, said.

US consumers are looking for more convenient ways to eat breakfast, a trend that has affected sales of breakfast cereals in the country, prompting manufacturers to launch snack bars, breakfast drinks and introduce breakfast biscuits into the market.