AUSTIN, TEXAS — Plant-based foods maker Crafty Counter is introducing an alternative to hardboiled eggs formulated with almonds, cashews, coconut milk, turmeric extract and black salt. Set to debut by the end of the year, WunderEggs look and taste like chicken eggs with a similar nutrition profile, according to the company.
“My inspiration for WunderEggs came during the first two weeks of COVID when our country’s food systems began to break down,” said Hema Reddy, founder and chief executive officer of Crafty Counter. “I was already aware of the impact of intensive factory farming on climate change, and the pandemic was just the last straw for me.”
WunderEggs are free from soy, dairy, grains, gluten and eggs, with no cholesterol and 6 grams of protein per serving. The company uses a proprietary process to create a taste and texture experience that replicates that of a chicken egg. Ms. Reddy sampled the product with leaders in the plant-based foods industry to gather feedback prior to launching.
“I’d long ago abandoned the idea that something that looks and tastes like a hardboiled egg could be part of our vegan lifestyle,” said Angela McElwee, former CEO of Gaia Herbs. “The climate and ethical implications of consuming animal products have many people seeking alternatives, but we don’t want highly processed analogs — we want real, nutritious food. The experience of eating these is pure nostalgia.”
Founded in 2017, Crafty Counter offers plant-based WunderNuggets, made with a blend of legumes and vegetables such as cabbage and cauliflower. Varieties include Mediterranean lentil, turmeric lentil and harissa bean. The products are free of the top eight allergens.
“Every product we have starts the same way — with me, in my kitchen, sleeves rolled up, trying version after version until I deem it perfect,” Ms. Reddy said.