Egg alternative brand Crackd has signed a major deal to supply Tesco.
The brand, which launched in late 2020, will hit some 350 of the retailer’s stores from 28 September with a new 346g bottle, offering six servings.
The switch-up would make the brand less wasteful, more sustainable and more affordable, said owner Plant Heads GM Rik Roberts. “We hope it will make it easier for people to try the product.”
The brand had undertaken research that suggested many vegan shoppers either lived in one-person households or were the only vegan in a larger household, said Roberts, making the case for a smaller portion size.
It comes as the brand has moved away from positioning itself as a baking ingredient over the past year, in favour of playing up its potential as a substitute for scrambled eggs. It went as far as reformulating in December 2021 to increase its yield when cooked like traditional eggs.
It has also expanded its distribution in the on-trade over the past year, with listings in Honest Burger and with distributor Bidfood.
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