Over Easy debuts breakfast bars

Over Easy is making a splash in the breakfast category.

The Brooklyn, N.Y.-based company is launching a collection of breakfast bars that are made with simple ingredients.

Available in four flavors — apple cinnamon, banana nut, peanut butter and vanilla matcha — ingredients in the bars include organic oats, natural nut butter, cage-free egg whites and honey, the company said.

“People talk about big tobacco, big pharma, and big oil… but what about big breakfast? Legacy breakfast companies have been pumping us full of sugar every morning for decades, and now breakfast on social media is dominated by ridiculous recipes and unrealistic 10-step morning routines,” Kyle Maggard, CEO and founder of Over Easy said. “We all just need a breakfast that tastes great, is healthy, and doesn’t slow us down, and as a dad with a toddler and a newborn, I understand this now more than ever! I created Over Easy to offer people a realistically delicious start to their day — through simple, healthy, and great tasting breakfast bars.”

Featuring 8 to 11 g of protein and 6 to 8 g of fiber, the bars are free of gluten, soy and dairy, and made without the use of artificial flavors or refined sugars.

Retailing for $2.49 each, Over Easy breakfast bars can be found at Whole Foods Market in the Northeast and Mid-Atlantic regions, as well as at select Giant Martin locations.