C. R. Eggs, in King of Prussia, Pa., hopes to turn an ordinary commodity into a hot brand, if the Food & Drug Administration hasn't scrambled its plans. The company is pitching a new egg it claims won't raise cholesterol. But the FDA will have to buy it before health-conscious consumers do. Pulled off the shelves in test markets in February, the egg will return this spring, says company president Bob Fuhrman. Changes in packaging and feed formulas should satisfy the feds and revive revenues, he says.

-- Anne Murphy