One start-up says it's taking a crack at the egg.
CleverFoodies' Marc Gascon says the goal is to make it "easy to prepare delicious and nutritious scrambled eggs, omelets, frittatas and egg salads … any time."
As frequent hosts of breakfasts and brunches, Gascon and fellow co-founder Paolo Volpati-Kedra said they wanted to create a recipe specifically concocted to go with eggs.
So they created Scramble, a mixture of vegetables, herbs and spices that could be added to any egg dish. No more chopping, dicing and mincing. The company offers three flavors, which are no more than 60 calories per serving.
Celebrity chef Rocco Dispirito is a huge proponent of healthy eating. He wonders just how nutritious the product really is.
"We are all natural, we don't use any sugar, and we are certified gluten-free," Volpati-Kedra told CNBC.
Currently, more than 1,200 stores carry Scramble, including all Publix and Price Chopper supermarkets. It retails for $3.99, and stores typically place it next to the eggs in the dairy aisle.
According to Volpati-Kedra, there are currently no comparable products. He said this has helped the start-up get Scramble into major retailers.
But Kanyi Maqubela, a CNBC "PowerPitch" panelist and partner at Collaborative Fund, a firm that backs seed stage ventures, points out that Scramble's ingredients such as peppers, tomatoes and kale, are not unique. He worries competitors could copy what this team has started.
Volpati-Kedra said he is not worried.In fact, he said he welcomes competition. "It will only give more visibility to the segment and it would inevitably increase our valuable position."
The start-up would not disclose any financials, but Volpati-Kedra told CNBC he's "in line with the margins in the industry." He added that, "we have a very lean structure and a very efficient manufacturing structure. We are highly scalable right now without any major capital investment."
According to CleverFoodies Inc, the start-up is self-funded and mostly profitable, surpassing $1 million in revenue. It launched in October and is in the process of raising as much as $500,000 in capital.
Headquartered in Burlington, Vermont, CleverFoodies expects to roll out in thousands of national retailers within two years.