With New Launch, Caulipower Moves into Breakfast

As if pizza, rice, bread and pasta weren’t enough for cauliflower, now it’s coming for breakfast.

Yesterday vegetable-focused frozen food brand Caulipower announced its latest launch, a three-SKU line of Breakfast Scrambles made with a base of cauliflower mixed with eggs, seasoning and chopped vegetables. Though the brand has introduced breakfast-adjacent products in the past — it tested a cauliflower-based flour that could be used for pancakes and waffles in 2018 and it’s Sweet PotatoToasts are often used as part of customers’ breakfasts, Caulipower founder and CEO Gail Becker said — the company had been looking for ways to stake a larger claim to the segment.

“[We] noticed that the frozen breakfast bowl category was growing 32% over the last 12 months, and healthier alternatives were booming with 61% [year-over-year] growth,” Becker said. “When we dug in a bit more, we discovered that more than half of American consumers were looking for healthier breakfast options with convenience being more important than ever.”

Retailing for $3.99 to $4.99 per unit, the cups are available in Broccoli Cheddar, Spicy Sesame and Southwest, and are set to debut at Walmart stores nationwide before rolling into other retailers in 2022.

Breakfast Scrambles is Caulipower’s second cup product, having launched savory riced cauliflower cups earlier this year. That line is now available in “thousands of stores” nationwide including Fresh Thyme, Harris Teeter, Raley’s, Big Y, and, most recently, Whole Foods.

Within the frozen egg cup category, Caulipower’s products are positioned differently from those of its competitors. Ore Ida’s Just Crack an Egg requires the consumer to add an egg to the cup before microwaving, while Jimmy Dean’s Simple Scrambles have eggs included but also contain meat. Becker added that most options that already have eggs included are generally higher in fat and calories as well. While staying in frozen means Caulipower cannot be sold alongside these competitors in the refrigerated case, Becker said the choice means the company can adhere to the attributes its consumers look for while still offering convenience.

“By making this product frozen, we were also able to use premium vegetables…and avoid having to use any artificial colors, flavors, and preservatives,” Becker said. “In addition, and as a result of the growth of our brand, several retailers have sought to create a Caulipower brand block with our products.”