Crafty Counter to Launch WunderEggs

Crafty Counter

[FOR IMMEDIATE RELEASE: [08-23-2021]

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Crafty Counter to Launch WunderEggs™

World’s first plant-based hard boiled egg alternative

[Austin, TX]: Crafty Counter will launch WunderEggs, a 100 percent plant-based hard boiled egg alternative that looks and tastes like a chicken egg and that offers a similar nutrition profile.

“We are so excited to bring this vegan revolution to all the plant-based food lovers that haven’t eaten a boiled egg in a long time. They no longer have to miss out on a breakfast or snack favorite!” says Hema Reddy, founder and CEO of Crafty Counter.

hema reddy wundereggs

WunderEggs are also suitable for many of those with food allergies as they are free from many of the major food allergens: soy, gluten, grains, eggs, dairy, fish, and shellfish, however they do contain nuts as a major source of their protein. Crafty Counter has stayed true to its core value of keeping ingredients natural, landing on a simple combination of almonds, cashews, coconut milk, turmeric extract, and black salt and use a proprietary process to create a taste and texture experience that comes very close to that of a chicken egg.

“My inspiration for WunderEggs came during the first two weeks of Covid when our country’s food systems began to break down. I was already aware of the impact of intensive factory farming on climate change and the pandemic was just the last straw for me.” says Reddy.

Reddy initially sampled WunderEggs with thought leaders and activists in plant-based food innovation. The results were overwhelmingly positive. "I'd long ago abandoned the idea that something that looks and tastes like a hard boiled egg could be part of our vegan lifestyle. The climate and ethical implications of consuming animal products have many people seeking alternatives, but we don't want highly processed analogs - we want real, nutritious food. The experience of eating these is pure nostalgia. WunderEggs taste just like hard boiled eggs, but they are made with whole food plant-based ingredients. The texture and mouthfeel are totally mind blowing!” said Angela McElwee, former CEO of Gaia Herbs. Further product sampling received the same similar effusive responses

“I assumed a hard-boiled egg would be impossible to replicate vegan but Crafty Counter has created the perfect product to avoid factory-farmed eggs, via WunderEggs.” said Mason Arnold, CEO of Cece’s Veggie Co.

wundereggs

The United States plant-based eggs category saw 168.8% sales growth year over year in 2020, with a predicted CAGR of 79% between 2020-2030. 

Crafty Counter’s WunderEggs will launch at the end of 2021, unless affected by supply chain issues due to the pandemic, which may move the launch date to first half of 2022. 

For more information on WunderEggs, visit craftycounter.com/pages/wundereggs.com

About Crafty Counter™ : Crafty Counter is on a mission to make plant-based eating a WOW experience via delicious, nutritious, and protein-rich snack options that are good for the planet and the palate. With whole food plant-based products such as WunderNuggetsÒ and WunderEggs, Crafty Counter is reintroducing family favorites in a flavor-forward nutritionally-rich manner.


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