Startup brand Crackd is hoping to lure plant-based shoppers with its new vegan liquid egg substitute.
The result of a joint venture between food development consultants Bingham & Jones and Sarah Dean, the owner of Noble Foods, the liquid is made with pea protein which is cold-pressed to retain flavour and nutrients and is touted for its vitamin B12 content.
It can be used for baking in sweet and savoury recipes, and can be fried on its own for dishes such as omelettes and fritattas.
There had been “no choice for a vegan-friendly liquid egg replacement that doesn’t compromise on taste, versatility and ease of use”, said the brand.
“One reason for this lack of consumer choice is the sheer difficulty of creating a new product with the versatility of eggs… an egg replacement would need to be able to help create anything from fluffy sponges, to gooey brownies and even golden Yorkshires”.
It will roll out into M&S from December in 490g rPET bottles, as well as online plant-based specialist retailer The Vegan Kind (rsp: £3.99).
More retailers are understood to be in the pipeline, to coincide with ’Veganuary’ next year.