Can The UK’s #1 Liquid ‘Egg’ Help Solve America’s Ongoing Egg Shortage?

On March 5-7, Crackd will make its debut at the Natural Products Expo West in Anaheim, California. Shortly after, the plant-based egg alternative will hit grocery shelves this spring, giving consumers the chance to decide whether it’s a worthy substitute. With the ongoing egg shortage and rising prices, Crackd hopes to offer some relief to shoppers feeling the squeeze.

Crackd, the UK’s number one liquid plant-based egg replacement, is making its way to the U.S. market. The No-Egg Egg mimics the taste and texture of traditional eggs but offers a healthier, all-natural, and non-GMO alternative that’s lower in fat, calories, and cholesterol. It’s also free from 14 major allergens, giving everyone the freedom to cook and bake without compromise. Crackd comes in convenient pourable pouches, each equivalent to seven eggs.

Jonathan Traub, President of Plant Heads Inc. U.S., shares, “We are so excited to bring this beloved UK brand to American consumers. Because the egg industry shortage is expected to continue at least through 2025, we think this is the perfect opportunity to provide a versatile, delicious—and available—answer for barren egg shelves and soaring prices in supermarkets.”

Crackd representatives will be at the Natural Products Expo West from March 5-7, offering samples and discussing the product’s availability for U.S. grocers.

According to the company, Crackd’s plant-based eggs can be used in a variety of culinary recipes, and soon, American consumers will decide whether this innovative egg alternative lives up to the hype.