Vegan egg substitute Crackd is reformulating with an eye to launching a new version of its liquid which is better suited for frying and scrambling.
The brand – run as a JV between Noble Foods and food development consultants Bingham & Jones – has been given a new recipe design to increase its yield when cooked like traditional eggs.
It had been designed with bakers primarily in mind, said Crackd GM Rik Roberts. However, “then the Instagrammers found out they could scramble it”.
A number of new ingredients, including oil, had been added to increase the yield and make the liquid “more eggy in taste” with a “creamy mouthfeel”, he said, adding it could now be microwaved to make vegan scrambled eggs in two minutes.
The new recipe will roll out from the end of December. Despite the new ingredients, the price of a bottle will remain the same.
The change will be advertised with flashes on the front of packs, as well as neck ties and digital activity.
Crackd debuted in October 2020 and has achieved a mass of retail listings and run a major ad campaign in its first year on the market.
“We reckon we’re selling about one [bottle] every three minutes in grocery at the moment in about 550 accounts,” said Roberts, adding the brand was in “advanced discussions” to launch into “two or three quick service restaurant groups”. “Those guys are looking for something that scrambles really well.”
Having already partnered with fellow vegan brand Squeaky Bean to launch a vegan scotch egg earlier in the year, Crackd would look to partner with further manufacturers on NPD, he added.
The brand also took its first steps abroad this week: Wednesday (8 December) saw it launch into Dutch retailer Jumbo; and was “in discussions with a number of major retailers across Europe”; as well as “somebody quite a long way away”, said Roberts.
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