UK’s Leading Plant-Based Liquid Egg, Crackd, to Enter US Market Amid Rising Egg Prices

UK-based plant-based liquid egg brand Crackd is set to enter the US market in 2025, arriving at Natural Products Expo West in Anaheim, California in March, with plans for grocery store availability in the second quarter. With ongoing challenges in the conventional egg industry such as avian flu outbreaks and rising costs, Crackd aims to provide a solution for consumers and food manufacturers with its domestically produced, allergen-free, and cholesterol-free plant-based egg alternative.

Crackd's liquid egg product is made from pea protein, corn oil, and a blend of pea and corn starch, offering a versatile and delicious option for cooking and baking. The company's president, Jonathan Traub, highlights the opportunity to address the egg industry shortage, stating that Crackd is a timely solution for the current challenges in the market. With its imminent US launch, Crackd aims to provide a readily available alternative to traditional eggs for consumers seeking plant-based options amidst rising prices and supply chain disruptions in the conventional egg industry.