Crackd Launches New “Microwavable In Minutes” No-Egg Egg Formulation In Response To Consumer Feedback

U.K. vegan egg brand Crackd partnered with The Vegan Society to gain insights into its v1 formulation and the results revealed that scrambled eggs and omelettes were the top uses for the product. Originally developed for baking, the 2.0 formulation looks to conquer the scrambled arena.

The company says the new Crackd vegan egg recipe delivers a superior texture and richer taste. Both of these will aid in the creation of authentic scrambled eggs dishes. Cooking time has been slashed from up to seven minutes, down to two in a microwave. The product remains suitable for use in home baking too. 

Perfectly-timed egg launch

The 2.0 launch comes ahead of Veganuary 2022 and a year after the U.K. debut of v1. To maximise impact and reach, the brand has investing in a national TV campaign that goes live on December 27.

“Veganuary is a massive opportunity to highlight how easy it is to use Crackd The No-Egg Egg, especially now with the new recipe, which allows you to do scrambled in the microwave in minutes. This improved recipe is suitable for everyone, especially for flexitarians” said Mirta Antonini, Brand Marketing Manager of Crackd in a company statement. “We will work with CNS Media, who delivered great results for our campaign in September, allowing Crackd TV advert to achieve the greatest increase in prompted brand awareness registered by Sky TV”.

News of the new formulation comes after the company’s latest international debut in the Netherlands. The main feature is the significantly reduced cooking time. Crackd is is made from a pea protein liquid and is 100 percent plant-based. No information is yet available as to the specific formulation changes.

Growing vegan egg competition

In the year since Crackd was launched in the U.K. a number of competitors have sprung up in the vegan egg market. Not all have taken the liquid egg alternative route. This itself shows the demand for realistic alternatives to conventional egg products and dishes. Scrambled egg is not the only driving force, as fellow U.K. company Oggs proved with its aquafaba liquid for home baking.

Earlier this year, Eat Just announced it had attained safety approval to sell JUST Egg in Europe. The Californian-based company has been waiting for the go-ahead to commercially release its mung bean liquid. Product launch is anticipated in 2022.

Last week, Canadian Feel Foods revealed that it is developing vegan bacon and eggs to bring to market in 2022. Nothing more is known yet but it represents further diversification into the vegan sector for the agri-holdings company. It already owns vegan cheese, cake and Asian-inspired ready-meal brands.

Over in Israel, InnovoPro has taken aim at the professional sector. It has released its CP-Foam 1001, an egg-white substitute suitable for bakers and confectioners. The chickpea protein-based product is cited as being a significant step-up from aquafaba, aka bean soaking liquid, used by vegan home cooks. Innovpro’s powder is shelf-stable, able to withstand commercial cooking conditions and is priced at a cost comparable to conventional chicken eggs.

All images courtesy of Crackd.