After news of their international launch in Holland last week, Crackd The No-Egg Egg has launched Crackd 2.0 that microwaves in minutes to produce perfect scrambled egg.
Following on from research carried out in conjunction with The Vegan Society in the last couple of months, it emerged that omelette and scrambled are the top 2 reasons consumers wanted to use Crackd The No-Egg Egg.
Crackd The No-Egg Egg Version 1 was made with baking in mind. However, consumers requested a product that scrambled even better. As a result, the team have been working extremely hard to develop a product that delivers against this, but maintains it’s baking excellence. Crackd 2.0 will launch this December.
This new recipe delivers better texture and a richer taste. Moreover, it is quicker to scramble: Crackd 2.0 scrambles in 2min (vs 5-7 of the original) and can be microwaved.
To support the new recipe launch, Crackd The No-Egg Egg have developed a new TV advert which will be live from the 27th of December on Sky AdSmart. The brand chose the creative and production agency PinkBanana for its biggest national multi-channel marketing campaign which will include OOH, digital, social media and press.
“Veganuary is a massive opportunity to highlight how easy it is to use Crackd The No-Egg Egg, especially now with the new recipe which allows you to produce scrambled no-egg eggs in the microwave in minutes. This improved recipe is suitable for everyone, especially for flexitarians” says Mirta Antonini, Brand Marketing Manager at Crackd.
Ericka Durgahee, Marketing Manager at The Vegan Society, said
"What a year it’s been for our Vegan Trademark holders, Crack’d! We’re so pleased to be working with them and to see such growth in that time is outstanding. With support from our teams here at the charity, Crack’d are able to listen to their customer market and constantly evolve to stay ahead. I can’t wait to see what 2022 holds with the new recipe (and to give it a try!)"
Crackd The No-Egg Egg is available in Marks&Spencer, Morrisons, Selfridges, Whole Foods and online from The Vegan Kind, The Good Kind Supermarket and Plantini with an RRP of £3.99.