Pimp My Egg…

Product Review: Crackin’ Egg Co

Snacking is one of the fastest moving and most lucrative categories in food retailing; it’s constantly evolving where we, as consumers, become increasingly time poor and demand a more portable, convenient repertoire.

A cornucopia producers from multinational corporations to startisans have sought for new ways to steal a share of the market. This quest has seen a number of innovations hit the market place over the last ten years with health taking a leading role in terms of the snacking shoppers’ needs. However, as I’ve mentioned before, in this category TASTE IS KING. A successful snacking product needs to be firstly, great tasting and secondly, healthy. The era of Slimming World punishment eating has gone and health conscious shoppers and snackers are making lifestyle changes not short, sharp shocks to the system.

This review presents the ultimate in the cusp of the snacking trend. It takes the uber-convenience of a ready-to-eat boiled egg and pimps it! It is the definition of taste meets convenience.

Here’s what I thought…

Rating: 8/10

Appeals to: gym junkies, health conscious, time-poor snackers

Packaging

I really like the packaging and branding. It’s not over the top but it’s targeted right at the early-adopter target audience with a matte cardboard sleeve that provides good shelf presence when it’s compared to other similar products on the market. The producers have also been careful to call out cues that are important to the snackers they are targeting: low GI, low in carbs, GF. The cleverest thing about the packaging, in my opinion, is the egg itself. Want to grab someone’s attention? Do an Avatar and paint yourself bright blue!

Plus there are some egg-cellent egg-based puns on-pack and who can resist joining a pun-off, even if it’s just for the crack?

Price

£1.59 – now if you sit there and work out the value in comparison to pack of a dozen eggs then you’ll be disappointed, but don’t do that. This price is for two eggs, which is an ample snack. If you compare it to other things being bought as snacks this is bang in-line with where it should be. Plus you can often pick them up on promotion at 2 for £2.50.

Delivery

Brilliant. I am already a fan of hard-boiled egg; whether they’re fresh or pickled I love them and they were a staple of my diet many moons ago when I played sport. However, this is taking them to the next level.

The flavour sachets add a depth to the flavour and lift the fleshy egg textures. There is always a danger that you drown the egg but this has been portioned just right. This is a great substitute for any other mid-afternoon snack and I’d take these over a bland sponge cake any time!

Verdict – in a word, egg-squisite (sorry!)! This is a great example of how fast-paced and alive the snacking category is and Crackin’ Egg Co have fit perfectly into the mould of what people expect: healthy, tasty and convenient. Great work Egg Men!

Northern Munkee.