Crackd, a UK-based plant-based liquid egg brand, is preparing to enter the US market in 2025. The product will make its US debut at Natural Products Expo West, held in Anaheim, California, from March 5-7, 2025, where company representatives will be available to discuss its features and distribution plans. Grocery store availability is expected by the second quarter of the year.
“This is the perfect opportunity to provide an […] answer for barren egg shelves and soaring prices in supermarkets”
The timing of Crackd’s US launch coincides with ongoing challenges in the conventional egg industry. Persistent avian flu outbreaks, supply chain disruptions, and rising feed costs have driven up egg prices and caused shortages in grocery stores.
These issues have also affected existing egg replacement products, further limiting options for consumers and food manufacturers. Crackd, however, will be produced domestically, reducing supply risks and ensuring greater availability for retailers.
Crackd’s approach to plant-based eggs
Crackd is designed to replicate the taste and functionality of traditional eggs. Its liquid format allows it to be used for scrambled eggs, omelets, and baking, making it a direct alternative to animal-based eggs. Unlike competitor JUST Egg, which is formulated with mung bean protein, Crackd is made using pea protein, corn oil, and a blend of pea and corn starch.
It is also free from major allergens, non-GMO, and contains no cholesterol, positioning it as a plant-based option for both home cooks and food manufacturers. The product comes in pourable pouches, each containing the equivalent of seven eggs.
Jonathan Traub, president of Plant Heads Inc. US, stated, “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.”
