Crackd introduces UK's leading plant-based egg alternative to USA amidst national egg shortage

As the USA faces an unprecedented egg shortage due to a severe avian influenza outbreak, Crackd, the UK's top-selling plant-based egg product, is poised to offer a timely solution. The company announced its expansion into American grocery stores, with products expected on shelves by Q2 2025.

The current egg crisis has led to historic supply shortages and soaring prices. In January 2025, the average price for a dozen large Grade A eggs reached US$4.95, a significant increase from US$2.67 in May 2023. This surge is primarily attributed to the H5N1 avian influenza outbreak, which has resulted in the culling of over 150 million birds since February 2022, drastically reducing the egg-laying hen population. Major retailers, including Costco, Trader Joe's, and Sprouts, have implemented purchase limits to manage the dwindling supply and curb panic buying.

In response to these challenges, Crackd offers a plant-based liquid egg alternative that closely mimics the taste and texture of traditional eggs. Suitable for scrambles, omelets, and baking, each pourable pouch contains the equivalent of seven eggs. The product is non-GMO, cholesterol-free, free from 14 major allergens, and lower in calories and fat than conventional eggs.

"The ongoing egg industry shortage is expected to persist throughout 2025," commented Jonathan Traub, President of Plant Heads Inc. USA, the company overseeing Crackd's US expansion. "This is the perfect opportunity to provide a versatile, delicious—and available—answer for barren egg shelves and soaring prices in supermarkets."

Crackd will make its official US debut at the Natural Products Expo West in Anaheim, California, from 5-7 March 2025, at Booth #2473. Attendees will have the opportunity to sample the product and discuss availability with company representatives.

By producing Crackd in the USA, the company aims to ensure consistent availability for retailers and consumers, offering a reliable alternative amid the ongoing egg shortage.

The plant-based egg market has seen significant growth in recent years. In 2024, the global market was valued at US$194.6 million and is projected to reach US$679.3 million by 2032, growing at a compound annual growth rate (CAGR) of 24.3% between 2025 and 2034. This surge is driven by consumer demand for sustainable, health-conscious alternatives to animal products.

One notable player in this sector is JUST Egg, a plant-based egg substitute made from mung beans. JUST Egg offers a liquid product that can be used in various culinary applications, including scrambles and baking. It is non-GMO, cholesterol-free, and provides approximately 5 grams of protein per serving.

Another innovator is The EVERY Company, formerly known as Clara Foods. Utilizing fermentation technology, The EVERY Company produces animal-free egg proteins that replicate the functionality of traditional eggs, catering to both consumers and food manufacturers seeking sustainable alternatives.

As the avian flu outbreak continues to impact the poultry industry, with experts predicting that the crisis will persist into the fall and winter of 2024-2025, Crackd's introduction to the US market provides a timely and sustainable solution for consumers seeking egg alternatives.