CRACKD, a new brand of vegan egg, has secured a national listing with retailer M&S.
The product is produced by a company that is a joint venture between food development business Bingham & Jones and Sarah Dean, the owner of Noble Foods.
See also: 40% of EU consumers have cut back on red meat
The product is a liquid egg alternative formulated from cold-pressed pea protein.
Its creators say it can be cooked or used to replace egg ingredients in dishes like cakes, brownies or Yorkshire puddings.
Crackd has a RRP of £3.99 and is sold in a 490g rPET bottle.
Shell egg
Ms Dean wrote to Noble Foods farmers to reassure them that shell egg would remain a core part of the business.
The letter said: “We are pleased to announce that this December ‘Crackd – The No-Egg Egg’ will be available in retail outlets.
“This will be in the press as we build-up to launch, and I wanted you to be among the first to hear the news.
As a business we have always had Lion Code shell egg at the heart of our story, and we would like to reassure you all that this will continue to be the case.
Addition to portfolio
“The brand strapline says ‘Crackd is there for the people who can’t, don’t or won’t eat eggs’ and as such, it will help us to meet the needs of those consumers.
“We see this as an exciting plant-based addition to our branded portfolio alongside the Happy Egg Co, Purely Organic, The Great British Egg Company and Gu.”
