Fan demand

The product itself—which has been developed over the past few years as a kind of breakfast scramble in a shell, minus the eggs—came about because of consumer feedback, according to Taylor Roseberry, General Mills brand experience manager.

A breakfast entry “was the number one flavor that Totino’s fans asked for on social,” Roseberry said.

The snack bites come in three variations—filled with bacon, sausage, chorizo, meatless crumbles, cheese substitute, and other ingredients—and have been expanding distribution to more mass retailers since a May launch. 

“Start Your Day” is the line’s official coming-out party, with spots dropping Monday on streaming TV, online video, and paid social channels.