Over Easy launched into the breakfast category with a line of simple, nutritious, and better-for-you breakfast bars in four morning-inspired flavors: Apple Cinnamon, Banana Nut, Peanut Butter, and Vanilla Matcha.
While the bars' nutritional profile and simple ingredient list—organic oats, nut butter, and cage-free egg whites—are second to none in the category, Over Easy's colorful branding speaks to larger aspirations beyond just the bar. Developed through a partnership with global branding agency Jones Knowles Ritchie (JKR), Over Easy's bold packaging, inverted logo, and motto "Get real. Breakfast." are a nod to the company's intent to shake up the breakfast category.
Over Easy breakfast bars are crafted with only 8-10 ingredients, including organic oats, natural nut butter, cage-free egg whites, and honey. Each bar contains 8-11g of protein, 6-8g of fiber, and is gluten-free, dairy-free, soy-free, and made without any artificial flavors or refined sugars.
With an SRP of $2.49/bar, Over Easy breakfast bars are available in Whole Foods Markets in the Northeast and Mid Atlantic regions and select Giant Martin locations, plus online on Amazon and www.overeasyfoods.com. The company will be expanding distribution to the MidWest and West Coast in the coming months, with national distribution with select partners anticipated by the end of the year. Over Easy will also be launching additional breakfast bar flavors and product variations throughout 2021.