# Nutritious Cell-Based Scrambles Fiction Foods' Performance Scramble is a Vegan Egg Alternative By Laura McQuarrie | Published 2022-02-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/performance-scramble References: [vegnews](https://vegnews.com/2022/2/fiction-foods-cell-based-egg-scramble) & [newswire](https://www.newswire.ca/news-releases/cult-food-science-portfolio-company-fiction-foods-introduces-proprietary-cell-based-performance-scramble-871451086.html)  Fiction Foods is a new venture from Brendan Brazier, co-founder of plant-based sports nutrition brand [Vega](https://www.trendhunter.com/trends/2025-rebrand), and it is planning to launch its flagship Performance Scramble by the end of the year. This cell-based plant-powered scramble is a [vegan alternative to eggs](https://www.trendhunter.com/trends/the-bridge-1) and it's rich in nutrients and useful for boosting mental and physical performance, thanks to its carefully selected ingredients. Fiction Foods' Performance Scramble relies on nutrient-rich euglena, a [single-cell organism](https://www.trendhunter.com/trends/meala-foodtech-groundbaker) found in freshwater and saltwater that is grown using fermentation and no animal cells. As it stands, Fiction Foods completed the bench-scale formulation and prototyping for the product, and it is now in the process of finalizing ingredient suppliers and manufacturers before the commercial launch of the product later in 2022. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 34% | Activity: 57% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Plant-based Cell-based Foods:** The rise of plant-based cell-based foods creates an opportunity for companies to create sustainable, nutritious alternatives to traditional animal-based products. - **Vegan Performance Foods:** The growing demand for vegan performance foods offers a disruptive innovation opportunity for companies to develop plant-based, nutrient-dense products for athletes and fitness enthusiasts. - **Fermentation-based Foods:** The increasing popularity of fermentation-based foods presents an opportunity for companies to create innovative, nutrient-rich products using sustainable and eco-friendly production processes. ### Who This Affects Most - **Plant-based Food Industry:** The plant-based food industry is poised for growth as companies like Fiction Foods continue to innovate and create sustainable, plant-powered alternatives to traditional animal-based products. - **Sports Nutrition Industry:** The sports nutrition industry can benefit from the growing demand for vegan performance foods by developing plant-based, nutrient-dense products that cater to athletes and fitness enthusiasts. - **Fermented Food Industry:** The fermented food industry can capitalize on the trend towards fermentation-based foods by creating innovative, nutrient-rich products using sustainable and eco-friendly production processes ## Related on Trend Hunter - [Frozen Eggless Scrambles](https://www.trendhunter.com/trends/zero-egg-scoopable-scramble.md) - [Microwavable Vegan Eggs](https://www.trendhunter.com/trends/no-egg-egg.md) - [Plant-Based Liquid Eggs](https://www.trendhunter.com/trends/perfeggt.md) - [Ready-to-Eat Vegan Egg Scramble](https://www.trendhunter.com/trends/vegan-egg-scramble.md) - [Mixable Egg Alternatives](https://www.trendhunter.com/trends/plant-based-eggs.md) - [Plant-Based Foodservice Egg Products](https://www.trendhunter.com/trends/liquid-plantbased-eggs.md) - [Hen-Free Liquid Eggs](https://www.trendhunter.com/trends/every-egg.md) - [Plant-Based Quail Eggs](https://www.trendhunter.com/trends/plant-based-quail-egg.md) - [Plant-Based Japanese Eggs](https://www.trendhunter.com/trends/ever-egg.md)