UK startup Plant Heads has officially taken its award-winning vegan liquid egg, Crackd, across the Atlantic, starting retail sales in Chicago and several Texas cities. The move marks the first major international push for the company as it looks to challenge the dominance of Just Egg in the American plant-based egg market.
The product, branded as “the No-Egg Egg,” has secured shelf space at Jewel-Osco stores in Chicago, as well as Albertsons, Randalls, and Tom Thumb locations in Dallas, Houston, Austin, and other large Texas cities. Together, these regions cover six of the 12 biggest U.S. metropolitan areas, giving the company immediate access to millions of potential customers.
Why the U.S. and Why Now?
“The U.S. offers a larger single-language market with high purchasing power and consumer demand,” explained Jonathan Traub, president of Plant Heads’s U.S. business. “It aligned better with our long-term strategic goals, for brand positioning, innovation adoption, and scalability.”
The company believes its expansion comes at a timely moment. Egg prices in the U.S. have skyrocketed over the past year due to the avian flu crisis, with consumers in some cities paying nearly $1 per egg. Shoppers have increasingly turned to alternatives, boosting the entire category of plant-based eggs. According to industry data, sales of Just Egg grew five times faster this January compared to the previous year, with repeat purchases also on the rise.
Plant Heads sees an opportunity to disrupt this growing market with a new competitor offering strong nutritional credentials and a lower allergen profile.
What Is Crackd Vegan Egg?
First launched in the UK in late 2020, Crackd vegan egg quickly became a category leader in the liquid egg alternative space. The product is made from water, pea protein, corn oil, methycellulose, and pea starch. Importantly, it is free from the 14 major allergens, contains zero cholesterol, and provides 2.7g of protein per 100g.
Unlike traditional eggs, it is low in saturated fat and designed to be versatile in cooking applications. From scrambles and omelettes to baking recipes, pancakes, and burritos, Crackd can be used just like a conventional egg.
In the U.S., the product will come in convenient pourable pouches that replace the equivalent of seven eggs, slightly more than the UK version, which covers six.
“When they try Crackd, consumers will find superior taste and texture in a healthier, all-natural, freezeable, microwaveable version of America’s breakfast staple,” said Traub.
Competing with Just Egg
Currently, Just Egg dominates the U.S. market with a 99% share of all plant-based egg sales. Plant Heads, however, is confident it can carve out its own niche.
“Introducing a quality-competitive product will change the landscape and grow the category,” Traub said. “Crackd is made from pea protein, is free from 14 major allergens, has zero cholesterol, and mimics real egg when cooking and baking. It tastes delicious, and we have some amazing line extensions launching towards the end of 2025.”
These new product lines are expected to build on Crackd’s existing reputation in the UK, where it has already won multiple taste, packaging, and “free-from” awards.
Price Point and Expansion Strategy
In the U.S., the retail price of Crackd vegan egg ranges between $6.99 and $7.49 per 12oz pack, positioning it competitively against both traditional eggs and other plant-based options.
Plant Heads has not disclosed revenue figures for the past year, but Traub confirmed that the company staged a “soft year-end launch” in late 2024 and early 2025 to test the U.S. market before scaling up production. “We prepared for mass production in the U.S., ensuring quality and supply for our customers as we head into the second half of 2025,” he added.
Beyond retail, Plant Heads is also exploring partnerships with foodservice operators to increase consumer exposure and adoption.
The UK Market and Future Outlook
Back in the UK, Just Egg recently entered the market, creating direct competition for Crackd in its home territory. While some might view this as a threat, Traub welcomes the challenge.
“Competition is healthy and gives the consumer a choice,” he said. “We started as a home-grown UK brand with deep ties to local sustainability and food innovation efforts. It’s business as usual for the Crackd team, and we believe our U.S. expansion will build even more trust in our brand in the UK.”
Looking ahead, Plant Heads expects to launch new Crackd products by the end of 2025, further broadening its lineup and cementing its presence as one of the top players in the alternative protein sector.
With rising egg prices, growing consumer demand for allergen-free products, and an appetite for sustainable food innovation, Crackd vegan egg seems well-timed to scramble the U.S. market and offer Americans a new way to enjoy their morning breakfasts.
