Interview · #93
Cracking the US Egg Market: Wunder Eggs’ Success Story
Anant speaks with Hema Reddy, founder and CEO of Crafty Counter, maker of plant-based Wunder Eggs.
Hema recounts winning Albertsons’ Innovation Launch Pad competition and what the pitch process means for getting Wunder Eggs into the retailer’s store network.
She traces her route to a vegan lifestyle and to building egg alternatives, citing concerns about industrial egg production, including the culling of male chicks and what she sees as misleading free-range and organic labelling.
Hema said the eggs are made with non-GMO, kosher nuts and coconut milk, with a move to organic planned as the company scales. At the time of recording, the range was in more than 1,000 US stores, including Whole Foods, Wegmans and Costco.