Crafty Counter

Crafty Counter (formerly Sneaky Apron) is a startup that produces plant-based eggs and falafel using whole food ingredients.

In July 2021, the company launched “WunderEggs,” which is claimed to be the world’s first plant-based hard-boiled egg with a refrigerated life of 90–120 days. The company uses a proprietary process to create a separate egg white and yolk. The egg whites are made using nuts (such as cashews, almonds, and coconuts) and agar, while the yolk is made using nuts, turmeric, and black salt. Crafty Counter planned to replace cashews and almonds with peas and was in the process of filing a provisional patent for its process. The company claimed that WunderEggs contain a similar amount of saturated fat to real eggs (minus the cholesterol) but lack some nutrients such as choline and vitamin B12.

As of March 2022, Crafty Counter’s products were available in over 340 stores in the US including Target, Sprouts Farmers Market, and online stores of Kroger, Thrive Market, and Crafty Counter.

Key customers and partnerships

In December 2023 , the company partnered with Fabalish, a producer of vegan condiments and snacks, to launch Deviled WunderEggs, a ready-to-eat vegan deviled egg product. Later, in January 2024 , Crafty Counter partnered with Costco to showcase WunderEgg at Costco Roadshows in the US.