Plant-Based Egg Brand Crackd Expands US Presence to Competitively Challenge Eat Just

Plant Heads, a UK-based startup with deep ties to local sustainability and food innovation efforts, has made a splash in the American market by launching its vegan liquid egg product, Crackd. The brand is now available at Jewel-Osco stores in Chicago, and at Albertsons, Randalls, and Tom Thumb in Dallas, Houston, Austin, and other major Texas cities.

Crackd is a high-protein, allergen-free alternative to traditional eggs, with 2.7g of protein per 100g, 2g of fat (less than 0.2g of which is saturated), and zero cholesterol. It's packed in pourable pouches, enough to replace seven eggs in the US. This makes it a convenient and health-conscious choice for consumers.

The launch of Crackd in the US comes as part of Plant Heads' expansion plan, with discussions ongoing with foodservice operators. The company believes its US expansion will build even more trust in its brand in the UK, where Just Egg's entry to the vegan egg category has caused a shake-up. Crackd, as its main rival, is "well-positioned to compete effectively".

In the UK, Crackd has won several taste, free-from, and packaging awards. It's also worth noting that 56% of shoppers who bought Just Egg returned to buy more, a three-point increase from 2024. This indicates a growing interest in plant-based alternatives to traditional eggs.

Plant Heads plans to compete with Just Egg, which accounts for 99% of the plant-based egg market in the US, by introducing a quality-competitive product. The US market was chosen because it offers a larger single language market with high purchasing power and consumer demand.

Crackd is priced at $6.99 to $7.49 per 12oz pack. It's made from a base of water, pea protein, corn oil, methycellulose, and pea starch, and is free from the 14 top allergens. Consumers can cook Crackd in a pan or microwave, and use it in baking applications as well.

The avian flu crisis has caused US egg prices to reach record highs, with some cities paying $1 per egg this year. Three in five consumers are concerned about the affordability of eggs, 44% about their availability, and 31% about their safety. Crackd provides a viable and affordable alternative for these consumers.

While there is no information in the search results about a new product being released by Plant Heads in 2025, the company has announced plans to release new Crackd products by the end of this year. This promises to further diversify the vegan egg market and provide more options for consumers.

In conclusion, Plant Heads' launch of Crackd in the US marks an exciting step in the company's expansion plan. With its health benefits, affordability, and allergen-free nature, Crackd is well-positioned to make a significant impact in the plant-based egg market.