Brand owner scrambled for ideal packaging solution: Page 2 of 2

Rick Lingle in Retail Packaging on May 17, 2016

The carton is sized for four eggs, although that’s not what’s inside: It’s a plastic bag of powdered product.  The preparation instructions are illustrated on the top carton portion of the label.

The powder makes “about a dozen” egg-free egg equivalents, according to label copy. Two teaspoons rehydrated with ice cold water and whisked make for one “egg.”

Not only is the product egg-free, but it’s also gluten-, allergen- and cholesterol-free and NonGMO to boot.

The back-of-carton label portion sports a QR code as well as a lengthy paragraph in small type that answers the burning question, “What is Algal?” In short, it simply means an ingredient derived from algae. One interesting factoid is that the algal is produced from native microalgae originally found in the Netherlands.


Looping back to where we started with this: My foodie friend Ms. O’Donnell came at the product from a totally different direction than I. “I was attracted to the product in the first place because it uses one of the emerging plant sources of protein–‘whole algal flour’ and whole algal protein,” she relates. “The formula is heavily dependent on a range of hydrocolloids to help add structure (thickening, gelling) using modified cellulose, cellulose, gellan gum and carrageenan. It's not a ‘clean label’-type product, but it takes care to make sure all the ingredients are vegan.”

I certainly could not have stated that any better.

From my view, the marketing/positioning/packaging all come together “eggs-actly” right. Yes, it does fit in seamlessly with other egg cartons, but there’s enough difference noted initially by the large front-facing VeganEgg logotype—that alone is distinctive from the decoration on the other packaged eggs—that states very succinctly what this product is about along with the supportive elements throughout the label.

Launched in January and available nationwide, VeganEgg is sold at Fruitful Yield, Wegman’s, Natural Grocers, some Whole Foods, Mother’s, Hyvee, Roundy’s, Mariano’s and others at a suggested pricing of $6.99 to $7.99.

And the product's reception? “We’ve had good hype and all-positive feedback since the launch including that the packaging stands out,” responds Steinbeck.


And you'd like to read a user review, this one's complete with pictures.



Interested in food and beverage packaging? Join like-minded professionals at EastPack in New York City June 14 to 16 in New York City, which also offers a one-day food & beverage conference.



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