SCRAEGG

What SCRAEGG does

SCRAEGG GmbH is a privately held German food and kitchen appliance company founded in 2019 and headquartered in Wiesloch, with a secondary site in Speyer for returns and customer service. The company sells a proprietary kitchen appliance called SCRAEGG Pro, which the company markets as a multi-functional device capable of preparing scrambled eggs, porridge, and soups in seconds, alongside a complementary line of clean-label porridge mixes in three flavors (Apple & Cinnamon, Berry, Chocolate & Banana) sold in 850g bags and a 3-flavor bundle. The portfolio has expanded to include accessories and adjacent formats such as Porridge Riegel (porridge bars) and Overnight Oats recipes, indicating a deliberate razor-and-blade strategy where the appliance anchors consumable repeat purchase.

The business operates a dual go-to-market. On the consumer side, SCRAEGG runs a direct-to-consumer e-commerce storefront at scraegg.com, shipping via DHL within Germany (1-3 working days) and to Austria and Switzerland (up to 4 working days), with pricing at €10.99 per 850g porridge bag and €32.97 for the 3-flavor bundle. On the B2B side, the company operates a dedicated Gastro (food service) channel with its own sales contacts, newsletter segment, and commercial-grade SCRAEGG Pro equipment, targeting hotels, restaurants, catering, and cafes. Payments are processed through PayPal, Klarna, and Amazon Pay, and the marketing stack includes MailChimp email with B2B/B2C segmentation, Google Ads, Facebook Pixel, and a recipe blog for content-driven organic acquisition.

The company is founder-led, with Florian Hofbauer as sole managing director, and shows no disclosed venture capital, private equity, or parent-company involvement. No API, no SDK, no AI/ML capabilities, no patents or trademarks, and no production awards are disclosed. The operating footprint is limited to the DACH region, and the company reveals no revenue, headcount, or funding figures, making it a small, bootstrapped consumer brand by all available signals.

Name

SCRAEGG

Legal name

SCRAEGG GmbH

Website

https://scraegg.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

SCRAEGG GmbH is a German D2C and B2B food service brand that sells a proprietary kitchen appliance (SCRAEGG Pro) and a clean-label porridge product line across the DACH region, anchored by a direct e-commerce storefront and a dedicated Gastro sales channel.

Ownership category

akta.pro rank

Product category

Kitchen Appliances & Breakfast Foods

NAICS

Snack Food Manufacturing (31191), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industries

Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

Keywords

• Kitchen appliances
• Egg cooker
• Porridge products
• Food products
• Cooking devices

Headquarters

HQ city

Speyer

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Direct E-commerce Sales: The company sells porridge products directly to consumers through its own online shop at scraegg.com, offering three flavors (Apple & Cinnamon, Berry, Chocolate & Banana) in 850g bags and bundle packages. Sales are primarily one-time transaction-based with no subscription model mentioned.
2. B2B Food Service Sales: SCRAEGG sells to food service businesses (Gastro) including the SCRAEGG Pro commercial equipment and bulk food products. The company has dedicated B2B sales contacts and separate business terms.
3. SCRAEGG Pro Equipment: Commercial-grade kitchen equipment (SCRAEGG Pro) designed for professional use in food service establishments

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

SCRAEGG sells the SCRAEGG Pro, a proprietary kitchen appliance that prepares scrambled eggs, porridge, soups, and other dishes in seconds, alongside a line of clean-label porridge mixes (Apple & Cinnamon, Berry, Chocolate & Banana) made with whole grain oats and agave syrup. Products are distributed through the company's own online shop at scraegg.com for retail consumers and through dedicated B2B sales channels for food-service businesses in the DACH region.

Product overview

SCRAEGG offers a product ecosystem centered around an innovative kitchen appliance called SCRAEGG Pro, which prepares scrambled eggs, porridge, soups, and more in seconds. The company also sells a complementary food product line (SCRAEGG Food) featuring ready-to-cook porridge mixes in three flavors: Apple & Cinnamon, Berry, and Chocolate & Banana. The portfolio includes a 3-flavor sampler bundle, and accessories for the Pro appliance. SCRAEGG serves both B2B (gastro) and B2C (private) customers through its online shop.

Differentiator

Problem solved

Functional benefit

Products and services

• SCRAEGG Pro

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

One partnership is on record.

• DHLminorChannel Partner/ Reseller/ DistributorDHL is the shipping carrier used for delivering orders from SCRAEGG to customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MyMuesli: Germany-based DTC custom breakfast cereal and porridge brand selling direct-to-consumer. Closest peer to SCRAEGG's D2C + premium clean-label breakfast positioning in the DACH market, with broader SKU range.
• Hafervoll: German DTC porridge and oat-based snack brand targeting health-conscious consumers via own e-commerce. Directly comparable to SCRAEGG Porridge on product (whole-grain oats, no artificial additives) and channel strategy.
• Hammermühle: German Demeter organic oats, muesli and porridge producer. Comparable on premium organic whole-grain oat positioning and DACH distribution, though primarily B2B/retail rather than D2C.

Broad incumbents

• Cuisinart: Established kitchen appliance brand with egg cookers, breakfast stations, and small food-prep devices. Comparable to the SCRAEGG Pro hardware offering on category and functionality, with far greater scale and category breadth.
• Quaker Oats (PepsiCo): Global incumbent oatmeal/porridge brand under PepsiCo with massive marketing budget and ubiquitous shelf presence. Represents the dominant competitive backdrop for any premium D2C porridge entrant including SCRAEGG.
• Bahlsen: Major German CPG manufacturer with biscuits and adjacent breakfast/snack categories. Comparable as a German-branded packaged-food incumbent that SCRAEGG competes against for D2C mind share and shelf space in regional grocery.
• Bodum: European kitchen appliance and lifestyle brand combining hardware with consumable coffee/tea. Comparable to SCRAEGG's hardware-plus-consumable ecosystem model and DACH-rooted go-to-market.
• Kölln: Leading German oats and porridge brand owned by Peter Kölln, with deep retail penetration across DACH. Comparable category leader whose scale and trade relationships dwarf SCRAEGG Porridge's current footprint.
• Vitalis (Dr. Oetker): German natural-cereal and porridge brand under Dr. Oetker, with strong natural/organic positioning. Most directly comparable incumbent to SCRAEGG's clean-label whole-grain oat story in German grocery.

Emerging players

• Stoats: Scottish artisan porridge and oat-based breakfast brand with D2C and retail channels. Comparable as an emerging porridge brand targeting premium positioning, though focused on UK rather than DACH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCF4UM2PKjT6hf8fx609yh9A
• Facebookfacebook.com/scraegg
• LinkedInlinkedin.com/company/scraegg
• Instagraminstagram.com/scraegg/?hl=de
• Xx.com/scraegg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SCRAEGG