You Can Now Buy Vegan Deviled Eggs In The US

The plant-based “eggs” are available at Whole Foods

8th July 2024

2 Minutes Read

Plant-based company Crafty Counter has announced the launch of its vegan “deviled eggs” into US retail.

The deviled “WunderEggs” are available to buy in Whole Foods Market stores across the country. Deviled eggs are hard-boiled eggs that are peeled, cut in half, and filled with an egg-based paste. Crafty Counter’s version comes with a “Devilish Wunder Mix” sachet, featuring a mix of vegan mayo, aquafaba, apple cider vinegar, turmeric, paprika, mustard seed, and sunflower oil.

To replicate the egg whites, Crafty Counter used a mix of cashews, chickpeas, almonds, konjac, and psyllium husk. The Texas-based company offers a number of other egg products, including hard boiled and patties.

“We’re thrilled to present our latest sensation, the first-ever ready-to-eat Vegan Deviled Eggs, showcasing our unwavering commitment to redefining plant-based eating,” Crafty Counter wrote on its website. “Take a bite and let it transport you to the heart of the holiday spirit, one Deviled WunderEggs at a time.”

The vegan egg market

While the vegan egg market has seen slower growth than the alternative meat and dairy markets, it has boomed in recent years. A report published in September 2023 predicted that the market would skyrocket to USD $1 billion by 2028.

In the US, in particular, there is rapidly growing demand for vegan eggs. Brands like JUST Egg, Follow Your Heart, and Vegg can also be found in grocery stores across the country.

a carton of chicken's eggs — Adobe Stock A growing number of US consumers are moving away from traditional eggs

There is growing awareness of the ethical implications of eating eggs. The vast majority of “egg-laying” hens spend their lives in cages, and even so-called “free range” chickens often live in cramped barns with tens of thousands of other birds. Eggs are also relatively high in cholesterol and saturated fats, and their alleged health benefits have been questioned.