Vegan Egg Brand Expands to 1,600 Stores

Written by Crafty Counter team

Crafty Counter is taking their vegan Wunder Eggs across the country as explained in recent LinkedIn post.

Austin, TX – December 2024– Crafty Counter’s WunderEggs, the groundbreaking plant-based egg alternative, has reached another monumental milestone. After clinching the prestigious Albertsons Companies Innovation Launchpad competition this past March, WunderEggs is now launching into 1,600 Albertsons Cos. banner stores nationwide including Safeway, Albertsons Companies, Acme Markets, Shaw's and VONS.

The Albertsons Companies Innovation Launchpad competition celebrates emerging and innovative brands representing food, beverage and pet products. WunderEggs was selected as the winner for its bold reimagining of eggs using plant-based ingredients like nuts, legumes and aquafaba. Not only does WunderEggs replicate the taste and texture of eggs, but it also eliminates cholesterol, supports ethical food production practices and is designed to reduce environmental impact compared to traditional factory farmed egg production.

Meeting Market Needs Amid Avian Flu Outbreaks

WunderEggs’ expansion couldn’t come at a better time. Recent avian flu outbreaks have disrupted the traditional egg market, impacting prices and raising concerns for some consumers about food safety and supply chain reliability. As consumers seek alternatives to navigate these challenges, WunderEggs provides a reliable, more sustainable, and delicious solution.

"The recurring avian flu outbreaks highlight the vulnerabilities of traditional food systems," said Hema Reddy, founder and CEO of Crafty Counter. "WunderEggs is uniquely positioned to meet this market need, offering consumers a plant-based option that delivers on taste and texture without the risks associated with conventional eggs. It’s more than just food; it’s peace of mind."

A Game-Changing Expansion

This expansion represents a significant leap for WunderEggs, which is already a favorite in 1,000 stores, including Whole Foods Market and Wegmans. With this launch, Crafty Counter doubles its distribution footprint, bringing its products to more households across the U.S. and making plant-based eating more accessible than ever before.

The Journey Ahead

This milestone marks just the beginning for Crafty Counter. With plans to roll out even more innovative products in the near future, the company is on track to redefine what’s possible in egg substitutes.

Consumers can now find WunderEggs in select Albertsons Cos. banner stores across the country, alongside other retailers like Whole Foods Market and Wegmans Food Markets .