Crackd - the no-egg egg that's made, not laid
by Startacus Admin
Crackd is an innovative new startup from Hertfordshire that's created a plant-based substitute for people who can’t, don’t, or won’t eat eggs
Veganism is ever more popular these days, with more and more people deciding that they not only don’t want to eat animals, but they don’t want to eat anything that was produced by animals. In 2014, there were around 4 million vegans in the world, and by 2018, that number had risen to 20 million. Now in 2020, it has rocketed to 78 million vegans worldwide. With this rise, food producers have had to incorporate this into their thinking, and new brands have risen to fill the gap of a plant-based diet and lifestyle. This Christmas, many of us will be eating vegan mince pies and settling down in front of Netflix with vegan hot chocolate.
Hertfordshire-based startup Crackd is doing just that for people who can’t, don’t, or won’t eat eggs. Of course, reasons not to eat egg can go beyond choice - as many as 2% of all children are allergic to egg, and simply can’t eat it, and while this allergy often goes away towards adulthood, that’s a lot of children who can’t eat egg.
So whatever your reasons for not eating egg, Crackd has developed a plant-based, pea-protein egg substitute that they say tastes just like egg, but most importantly, behaves like egg when cooked or baked. That means cakes, cookies, omelettes, Yorkshire Puddings, and more are back on the menu without resorting to alternatives that completely change the texture and taste. And Crackd is cold-pressed, retaining flavour and nutrients, which include vitamin B12.
Crackd is a collaboration between food development consultants Bingham and Jones and fresh food supplier Noble Foods, and will be coming to shelves very soon. Specifically, it will be launching in Marks & Spencer’s and in specialist online retailer TheVeganKind this December, just in time for Christmas dinner and to catch all those New Year’s resolution vegans!
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Published on: 18th November 2020
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