New Retail Products

Crackd Brings Plant-Based Egg to U.S.

Crackd Plant-Based Egg Pouch — Crackd’s plant-based eggs have a taste and texture that cook up perfect scrambled eggs, amazing omelets and hearty breakfast sandwiches, plus they’re versatile enough for baking. *Courtesy Crackd.*

Crackd, the no-egg egg, the No. 1 plant-based egg product in the U.K., is coming to American grocerys.

Much has been written about consumers’ frustrations with the crisis that the egg industry is experiencing, with historic supply shortages and soaring prices. In turn, this has also caused other egg replacement products to face supply issues as well. Crackd, however, will be produced in the U.S. and available to stock on grocers’ shelves as early as the second quarter of this year.

Crackd’s plant-based eggs have the taste and texture of the breakfast staple that Americans have loved for decades, and they cook up the perfect breakfast scramble and awesome omelets and are versatile enough for baking. Other features of Crackd “eggs” include:

All-natural/non-GMO.
Zero cholesterol.
Free from 14 MSA allergens.
Lower in calories and fat than “regular” eggs.
Pourable pouches that are equivalent to seven “regular” eggs.
The versatility to be used as an ingredient in food manufacturing.

“We are so excited to bring this beloved U.K. brand to American consumers,” said Jonathan Traub, president of Plant Heads Inc. U.S. “Because the egg industry shortage is expected to continue at least through 2025, we think this is the perfect opportunity to provide a versatile, delicious — and available — answer for barren egg shelves and soaring prices in supermarkets.”

About Crackd
Plant Heads Inc. is the owner of the U.K.’s No. 1 liquid, plant-based egg replacement, Crackd, the no-egg egg. Crackd tastes and behaves like its animal-based counterpart but, unlike conventional eggs, is lower in fat, calories and cholesterol and free from 14 MSA allergens. Chef-created Crackd gives everyone the freedom to cook and bake without compromise.