Crafty Counter Launches 36g Plant-Based Protein Scramble at Whole Foods
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Crafty Counter Is Heating Up the Breakfast Aisle
The leader in plant-based egg alternatives launches a new line of high-protein, high-fiber ready-to-eat hot breakfast starting with the Protein Scramble: Chorizo & Egg, now in Whole Foods Market.
AUSTIN, TX — March 11, 2026 — Crafty Counter, the women-owned food innovation company behind WunderEggs™, the world’s first plant-based hard-boiled egg substitute, is turning up the heat. Known for its refrigerated ready-to-eat cold offerings, the brand is now expanding into hot, convenient, high-protein breakfast, powered by its proprietary WunderEggs Protein blend of hemp hearts and fava beans.
The flagship launch is the Protein Scramble: Chorizo & Egg, arriving in Whole Foods Market as the next chapter in Crafty Counter’s three-year retail partnership with the grocer. Simultaneously, the brand is bringing Frozen Protein Buns to consumers online, and early sell-through has been exceptional.
Market context: 58–70% of consumers now actively seek to increase protein intake, while a decisive shift toward clean-label, whole-food products is reshaping CPG. Crafty Counter’s hot breakfast line lands exactly where the market is moving — before the market gets there. (ADM 2025 Alternative Protein Landscape Report).
The Whole Foods Launch: Protein Scramble
Building on three years of earned shelf space at Whole Foods Market, Crafty Counter introduces its Protein Scramble line to the grocer’s refrigerated plant-based set. The debut Chorizo & Egg variety delivers 36 grams of protein and 14 grams of fiber per cup, with a clean ingredient list anchored by WunderEggs Protein (hemp heart + fava bean) and Fable Co.’s upcycled shiitake mushroom stems, giving the chorizo its smoky, meaty character while reducing food waste.
The Chorizo & Egg Protein Scramble is free of all top 9 allergens, Non-GMO Project Verified, and WBENC-certified. Ready to eat from the cup, or added to a wrap or sandwich. 152-day refrigerated shelf life. SRP $7.99.
“We built our name on cold, ready-to-eat egg alternatives that stopped people in their tracks. Now we’re bringing that same obsession with clean protein into hot breakfast. The Protein Scramble is just the beginning.”
Hema Reddy, Founder & CEO, Crafty Counter
Frozen Protein Buns - Now Online
Simultaneously, Crafty Counter brings Frozen Protein Buns to consumers via eCommerce, each delivering 33 grams of protein per box via the same hemp heart protein blend. Multiple flavors available. For the Bacon, Egg & Cheese, Crafty Counter partnered with Upton’s Naturals, the beloved 20-year vegan institution and seitan authority, incorporating their high-protein seitan bacon. For the Chorizo & Egg Protein Buns, Crafty Counter partnered with Fable Co., the innovative plant-based brand known for transforming mushrooms into rich, meaty textures. The Egg & Cheese Protein Bun is formulated free of all top 9 allergens.
The Engineer Who Built a Breakfast Revolution
Behind every product is Hema Reddy, Founder & CEO of Crafty Counter, a former Fortune 500 technology executive whose background in engineering, systems design, and global partnerships gives her an uncommon lens in food innovation. The origin story is personal: her family’s pivot to plant-based living left a gap no product could fill. Eggs were non-negotiable. So she built them from plants. Under her leadership, Crafty Counter moves with the speed and precision of a tech company and the culinary soul of a family kitchen, iterating fast, partnering strategically, and delivering products that feel both inevitable and entirely new.
Industry Recognition
- Nexty Award Winner · Best New Meat Alternative 2022
- VegNews Best of Show Award 2023
- Albertsons Innovation Launchpad 2024 - First Place
- Nexty Awards Finalist 2025 · Expo West
- Battle of the Brands Winner 2022 - Marc Summers Show
- Food Network · Martha Stewart · Well+Good · VegNews
About Crafty Counter / WunderEggs™
Crafty Counter is a women-owned, WBENC-certified food innovation company reimagining eggs and breakfast protein with clean ingredients, superior nutrition, and no compromise. Founded by Hema Reddy and backed by six years of R&D, the company is best known for WunderEggs™, the world’s first plant-based hard-boiled egg substitute, and is expanding into hot ready-to-eat protein foods. Available at Whole Foods Market, Wegmans, Albertsons/Safeway, and online at craftycounter.com.
Media Contact:
Chip Albers
Director of Sales
Crafty Counter
(310) 927-7173
Hema Reddy
Founder & CEO
Crafty Counter
(512) 743-4005
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