Crafty Counter Launches Hard Boiled WunderEggs Exclusively at Whole Foods nationwide
INTRODUCING WUNDEREGGS, AND THE FIRST PLANT-BASED HARD BOILED EGGS IN THE U.S.
The newest vegan staple to hit shelves nationwide is Hard Boiled WunderEggs—the first plant-based, hard boiled eggs to be made in the U.S.—which are officially available in ready-to-eat six packs at Whole Foods stores nationwide and at www.craftycounter.com.
YOU CAN HAVE YOUR EGG, AND EAT IT, TOO
WunderEggs are crafted with closer-to-earth ingredients that are kind to bodies and the planet. A recent winner of the ‘Best New Meat or Dairy Alternative’ at the 2022 Expo West NEXTY Awards, the nut-based eggs are delicious and free of seven of the top eight allergens. The deliciously simple eggs look, feel and taste like chicken eggs, offering a wholesome alternative with natural ingredients like cashews, almonds, and coconuts.
MINDFUL MISSION
WunderEggs are the latest creation from Crafty Counter, an Austin TX based, female- and BIPOC- owned consumer packaged goods company founded by Hema Reddy in 2018, with the goal to help everyone eat more plants via their blended protein product line called WunderNuggets that launched in regional and national grocery chains. The brand 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 mindfully created using simple ingredients and manufacturing process innovation, and lately, cutting edge food science.
2023 marks the company’s pivot into solely developing plant-based egg offerings to address the gap in a category that is in clear need of a variety of form factors and innovation.
This decision is a strategic move for the brand, to dedicate their early-stage startup resources into penetrating a nascent and ripe-for-disruption category.
“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!” Says Kevin Goradia, an early investor in Crafty Counter.
Crafty Counter is primarily self funded, in addition to attracting investments by reputed mission aligned investors from GlassWall Syndicate, Vevolution, and private investors.
PLANT-BASED EGGS AS A CATEGORY
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 their 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.
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ABOUT CRAFTY COUNTER:
Crafty Counter was founded in 2018 by former IBM executive Hema Reddy. After learning about the harmful impact of factory farming, Hema pivoted Crafty Counter to become 100% plant-based, discontinuing their chicken-based product line, WunderNuggets, and launching whole food plant-based offerings such as lentils and vegetables based WunderBites. The company’s launch of WunderEggs marks their commitment to help those on a journey to eat more plant-based whole foods.
MEDIA CONTACT: wundereggs@wearebreadandbutter.com
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