View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
November 3, 2020

Noble Foods-backed Plant Heads claims UK first with vegan egg NPD

UK start-up business Plant Heads has launched what it claims is a market first with its product Crackd.

By Leonie Barrie

UK start-up business Plant Heads has launched what it claims is the country’s first vegan liquid egg product – Crackd.

Free Whitepaper
img

What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

The company, a joint venture between Happy Egg Co. brand owner Noble Foods and food development consultancy Bingham & Jones, has won a listing from UK retailer Marks and Spencer, which will start stocking its product from next month, and is in discussions with the UK’s ‘big four’ grocers.

Crackd is made from pea protein and is cold pressed to retain flavour and nutrients, the company says. It contains no artificial colours or flavourings.

Plant Heads general manager Rik Roberts said: “We really think there is a massive gap in the plant-based egg replacement market for a product that is as convenient as an egg, performs like an egg, but is plant-based and, most importantly, works.”

Crackd, which has been in development for three years, is the brainchild of Jonny Bingham and David Jones, chefs who have their own food development business which has worked on product formulation for UK businesses including Heck and Gosh.

They contacted Noble Foods owner Sarah Dean, which led to her company uniting with the duo to establish Plant Heads as a joint venture. Ownership percentages have not been revealed.

No ‘big four’ listings have been agreed as yet for Crackd.

Roberts told just-food: “The initial response from retailers has been super-positive. They see it as the Holy Grail.

“But at the moment the buyers have got a lot on their plate with Brexit and the [Covid] lockdown.”

Roberts said the foodservice channel is also of interest to the company. “We can’t wait until people are once again able to eat out,” he said.

Plant Heads also has ambitions to use Crackd as the basis for co-manufacturing with other food companies, Roberts explained.

“It is one of the most difficult things to replicate and there is a demand for new products in this area,” he said.

US company Just is probably the best-known vegan-egg products business globally but it has prioritised other markets over the UK, which Roberts said gives Plant Heads first-mover advantage.

He praised what Just has achieved but makes a distinction between the two companies’ products. He said: “Their product is made from mung beans while ours is made from pea protein. Taste comes down to the individual.”

He said Plant Heads has international ambitions once it is established in the UK.

“The UK is probably the biggest vegan market in Europe but there are lots of opportunities in Germany, Italy and France and further afield,” he said.

In January, Noble Foods launched The Great British Egg Co., a brand targeted at the foodservice channel. The range includes scrambled egg and stabilised egg-white mixes.

Crackd has a RRP of GBP3.99 (US$5.18) for a 490g bottle.

Related Companies

Free Whitepaper
img

What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

Topics in this article: , ,
NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. A weekly roundup of the latest news and analysis, sent every Friday. The industry's most comprehensive news and information delivered every other month.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Food