Texas startup Crafty Counter has launched its flagship product, an entirely vegan hard-boiled egg made from nuts at Whole Foods grocery stores across the country.
Crafty Counter, an Austin-based consumer packaged goods company, has launched Hard Boiled WunderEggs, the first plant-based hard-boiled eggs to be made in the U.S., are now available in ready-to-eat six packs at Whole Foods stores nationwide and on the company’s website.
These WunderEggs are crafted with closer-to-earth ingredients that the company says “are kind to bodies and the planet.” Recently awarded ‘Best New Meat or Dairy Alternative’ at the 2022 Expo West NEXTY Awards, these nut-based eggs are delicious and free of seven of the top eight allergens. They look, feel and taste like chicken eggs, offering a wholesome alternative with natural ingredients like cashews, almonds, and coconuts.
Crafty Counter was founded in 2018 by Hema Reddy, a former IBM executive, with the goal of helping people eat more plants. The female- and BIPOC- owned company has since evolved and emerged into the plant-based scene, launching WunderBites in 2020 in select locations of Sprouts, Target, and Thrive Market. Each Crafty Counter product is made using simple ingredients and manufacturing process innovation, and lately, cutting-edge food science.
2023 marks the company’s strategic pivot into focusing solely on developing plant-based egg offerings to address the gap in a category that the company says needs more innovation and variety. The brand will dedicate its early-stage startup resources to penetrating a nascent and ripe-for-disruption category.
According to data by Data Bridge Market Research, the global plant-based egg market is projected to reach 11.89 billion by 2029, at a CAGR of 28%. Crafty Counter intends to position itself as an innovator and market leader in the category while staying true to its founding mission of introducing more plants into a consumer’s diet. The company is set to expand its plant-based egg offerings with additional retailers throughout 2023, with the promise of creating additional line extensions.
Kevin Goradia, an early investor in Crafty Counter said in a statement: “It has been a pleasure watching first-hand all the hard work the team at Crafty Counter has put in to keep innovating with a steadfast focus on solving the needs of that mindful consumer who is looking for sustainable products that are better for them and the environment. The time to act and play our role in slowing down climate change is now, we have no time to wait!”
Crafty Counter is committed to introducing more plants into consumers’ diets and intends to position itself as an innovator and market leader in the plant-based egg category.
Compared to plant-based meat, seafood and dairy, there are far fewer plant-based egg startups.
Eat Just, the California-based global market leader of plant-based eggs in terms of sales made waves recently with a full-page advertisement in the New York Times with the tagline ‘plants don’t get the flu’ in reference to the avian flu outbreaks that has caused egg shortages across the US. The company offers both a chilled plant-based liquid egg replacer and a frozen plant-based pre-cooked egg omelet patty alternative.