Crafty Counter has announced the nationwide launch of its new product, Deviled WunderEggs, which will be available at Whole Foods Market locations across the United States. This release follows an initial limited batch launch in December, where the product was sold directly to consumers.
“This success underscores that the market, consumers, and retailers are ready to embrace innovative plant-based foods”
Deviled WunderEggs replicate the flavors of traditional deviled eggs for plant-based consumers. Each egg includes a “Devilish Wunder Mix” sachet, a ready-to-eat filling blend. The mix is created with Fabalish Foods’ Classic Vegan Mayo. This mayo uses upcycled aquafaba, cold-pressed sunflower oil, apple cider vinegar, and lemon juice to create the creaminess and tang of mayonnaise.
The egg whites of Deviled WunderEggs are made from almonds, cashews, chickpeas, konjac, and psyllium husk, aiming to provide a texture and taste similar to traditional boiled eggs.
Filling the market gap
The market for plant-based egg alternatives is expanding, although there are currently very few options for boiled egg substitutes. In the UK, Sinless Foods offers a hard-boiled egg alternative made from pea protein, carrageenan, and agar agar. In Israel, Yo Egg has announced plans to release a similar product soon.
Hema Reddy, founder and CEO of Crafty Counter, told vegconomist, “This success underscores that the market, consumers, and retailers are ready to embrace innovative plant-based foods.
“Looking ahead, we are excited to expand our product lineup with other varieties of egg substitutes, including patties. Our goal is to continue providing delicious and sustainable alternatives that meet the growing demand for plant-based options.”
