WATCH: FOOD FOR KIDS trailblazer Scramblers gears up to launch an industry first: shelf-stable omelet bars

By Elaine Watson contact

- Last updated on GMT

Related tags: trailblazers

Consumers are demanding simple, wholesome, convenient snacks and mini-meals with cleaner labels, and you can’t get much simpler – or more nutritious - than eggs, says Phoenix-based startup Scramblers, which has developed what it claims is an industry first: shelf-stable ‘omelet bars.’

One of three winners of FoodNavigator-USA’s 2019 FOOD FOR KIDS trailblazers​challenge, Scramblers​ omelet bars are fully cooked and can be eaten hot or cold.

Put through a retort process in semi-rigid trays, and formulated with no preservatives, no artificial or natural flavors, and no added sugar, each keto-friendly bar contains 130-150 calories, 10-11g protein, 1-3g carbs, and no sugar.

Simple, clean ingredients list

While an egg bar with a 12-month shelf-life that doesn’t require refrigeration might make some shoppers suspicious (have you turned my eggs into Twinkies?​), the ingredients list is short, simple, and clean, beginning with pasture-raised whole eggs, and followed by cheeses, meats or spinach, ghee, and seasonings, said Matt Tolnick, co-founder and CEO at brand owner Deliciously Different.

Speaking to us after presenting his innovation to a panel of food industry veterans at the FOOD FOR KIDS summit​ in Chicago last month, he explained:

We​ [Tolnick and co-founder Dan Kaplan] came from a meat snacks background​ [they created the Lawless Jerky brand] and the space got really congested, and the things that made us unique were no longer points of differentiation.

“So we looked at where the trends were going, and we saw RXBAR taking off using egg whites as an ingredient, and we thought why not an egg bar, something versatile and convenient the way meat snacks are more for the afternoon, but for the morning crowd.”

scramblers ingredients

No added sugar

While Tolnick believes the bars will be a hit with parents looking for new wholesome snacks or breakfast options for their kids, they also have potential with consumers of all ages looking for something warm and nutritious for breakfast, mid-afternoon, pre- or post workout, or for the keto crowd, he said.

For kids there are so many sugary products out there. This has no added sugar, but it tastes good and has meats and cheese and quality fats.”

The go-to-market strategy

The plan is to launch online in the first quarter of 2020, but Tolnick is also having conversations with several bricks & mortar retailers about where the product could go in the store, from the protein bar set to the refrigerated snacking set, to the egg department.

"We've even seen the yogurt set being open to other breakfast products."

scramblers FFK19 cropped
Matt Tolnick on stage at the FOOD FOR KIDS summit
2019-trailblazers-FFK19 cropped
2019 FOOD FOR KIDS trailblazer challenge winners L-R: Jennifer Zeszut at Cerebelly, Matt Tolnick at Scramblers, and Jeanne Wilson at Kashi
FOOD FOR KIDS GRAPHIC 2019

Interested in developing foods and beverages for expectant moms, babies, toddlers, kids, tweens or teens? Stay tuned for details of next year's FOOD FOR KIDS summit​, which will be held in Chicago in November 2020.

Check out our gallery of highlights​ from this year's event

Interested in speaking at the event? Contact Elaine Watson at rynvar.jngfba@jeoz.pbz​ 

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