Nov 12

Crafty Counter Launches High Protein Egg & Cheese Buns

Hema Reddy, founder and CEO of Crafty Counter, was struck by a moment of truth when her teenage son came to her, frustrated and asking for more protein at breakfast.

He wasn’t looking to bulk up like a body builder, he just wanted to make healthier choices with his food and avoid the "normal" American breakfast sugar bomb 💣

That simple ask revealed something bigger, a clear desire for people who care about their health but are underserved by what’s currently available.

So Hema spent three years in rigorous R&D, finally developing our new Protein Buns that contain 11g of protein from clean ingredients and take just 90 seconds to heat from frozen.

Why A Bun And Not A Sandwich?

If you know Hema, you know she's always having fun with her "crafty" creations because plant-based options need to be better than any animal-based alternative.

An innovator at heart, she’s guided by form factor, uniqueness, and convenient nutrition.

When you're rushing out the door on a busy day and you need something to toss in your bag or eat on the go...

You want food that's easy to transport with zero mess and a stuffed bun is the ultimate solution.

Can Protein Buns Improve American Breakfasts?

“75% of U.S. adults say they believe that eating breakfast is an important part of staying healthy.”¹

But the most typical American breakfast foods include toast, bagels, cereal, pancakes, waffles, muffins, and pastries.

So consumers are picking options loaded with sugar and carbs.

This can lead to a quick energy spike followed by a significant energy crash by mid-morning.

The Growing Focus On Protein

Americans are developing a greater appreciation for the importance of protein in their diets because of its role in muscle repair and metabolism as it slows down carbohydrate digestion.

The conversation has increased as people have realized our Recommended Daily Allowance (RDA) is based on removing deficiencies, not optimum health.

Higher protein intake is now seen as an effective weight management tool because it increases satiety (the feeling of fullness), which can help control appetite and reduce cravings.

There is also more research and awareness around sarcopenia (age-related muscle loss), so people can maintain muscle mass, mobility, and strength as they age.

Yet The Average American Breakfast Lacks Protein

While people may consume enough protein during an average day, it’s the distribution that is also raising eyebrows because of the lack of protein in breakfast options.

With animal protein options like bacon and sausages being time consuming to prepare, they are normally only eaten on weekends and their high saturated fat content has healthier consumers rethinking their choices.

Plus since bird flu has created supply challenges and high prices for eggs, consumers are running out of options.

Yet a protein packed breakfast helps stabilize blood sugar and improve insulin sensitivity early in the day, while increasing the feeling of fullness to avoid mid-morning snacking.

Don’t Forget About Your Daily Fiber

Fiber also helps to regulate blood sugar to prevent energy crashes, while helping to balance your gut microbiome which is linked to better digestion, mood, and immune health.

While cereal or bread-based options for breakfast might sound like they contain fiber, it’s often refined and has lost a lot of its nutritional value.

That’s why our Protein Buns are a good source of fiber, containing 4g of Dietary Fiber in every bun.

When protein and fiber are combined, they deliver slow-digesting fuel that avoid the crash from refined carbs to provide sustained energy, focus, and a feeling of fullness throughout the day.

The Challenge Of Convenience

Based on a survey of 1,000 employed American consumers², 56% felt they were too busy to make breakfast in the morning during the workweek and 63% preferred having an extra hour of sleep rather than waking up early to cook breakfast.

A wide majority felt that breakfast was the most time-consuming meal to prepare with reported barriers including the physical act of cooking (40%), deciding what to prepare (39%), and the clean-up process (38%).

76% reported that they purchase refrigerated heat-and-eat breakfast items at least once a month to make breakfast prep easier.

Showing that the demand for products like Protein Buns is very high and we aim to offer a healthier alternative to existing products or fast-food restaurant visits on the way to work.

Nature’s Secret Ingredient: Hemp Hearts

Hema has been a long time fan of hemp hearts and used them in the limited edition E'thing Wunder seasoning.

Now they’re back, and we’re tapping into them as one of nature’s most complete protein sources to provide 11g of protein in every bun.

A complete protein source that contains all 9 essential amino acids and the optimal ratio of Omega-6 and Omega-3 fatty acids, hemp hearts are a highly digestible protein source with a rich micronutrient profile.

Yet hemp hearts are not commonly used in prepared food, but Crafty Counter is out to change that (even the “bread” of our bun is made from them).

Avoiding 8 Out Of The 9 Major Food Allergens

Hemp hearts and our other ingredients are naturally gluten free.

Plus Protein Buns don’t contain milk, eggs, peanuts, soy, wheat, fish, shellfish, or sesame.

It doesn’t contain any of the common tree nuts (one of the 9 major food allergens). However, because it contains coconut sugar, and the FDA classifies coconut as a tree nut, individuals with coconut allergies should use caution.

Basically, we’ve carefully selected the ingredients so Protein Buns can be available to as many consumers as possible.

A Great Nutritional Profile 😊

Our brand new Protein Buns are:

100% Plant-based
11g of protein
4g of dietary fiber
Low in saturated fat
No trans fat
Cholesterol free
Contain only 1g of added sugar
No artificial flavors or colors
Non-GMO

With Simplified, Compostable Packaging

We also wanted to minimize our packaging and try something different for our online orders.

A simple, brown compostable pouch that's freezer safe, easy to use, and resealable so you can just grab another bun when you feel the craving.

They're vegan, don't contain harmful chemicals, and each component is individually certified compostable (including the films and resealable zipper).

It might not stand out in a supermarket freezer, but since we're only planning to sell them online for the immediate future, we'll worry about that later 😊

Ready To Dramatically Improve Your Breakfast?

Try Protein Buns today to enjoy:

✅ 11g of complete plant protein from hemp hearts – not soy, not pea protein, but nature's perfect protein source
✅ Ready in 90 seconds – microwave from frozen, no thawing needed
✅ Allergen-friendly – free from wheat, soy, eggs, and dairy
✅ Clean ingredients – non-GMO with recognizable whole foods like chickpea flour, rice flour, and hemp protein
✅ Sustained energy – keeps you full and energized until lunch without the sugar crash
✅ Perfect for muscle building – clean protein source that supports your fitness goals

The result?

You get that satisfying "egg and cheese" breakfast experience you've been craving, with the clean nutrition your body deserves and the convenience your busy life demands.