Not too hard and not too soft: New snack concept takes the humble egg to new heights

By Gill Hyslop

- Last updated on GMT

Peckish Peck Packs are changing the way consumers eat hard-boiled eggs. Pic: Peckish
Peckish Peck Packs are changing the way consumers eat hard-boiled eggs. Pic: Peckish

Related tags Eggs Protein Statista egg consumption Cholesterol American heart association

Sonoma Brands has introduced what it calls a ‘revolutionary’ protein snack pack that features two ‘perfectly boiled’ organic free-range eggs paired with a protein-packed dip.
PECKISH PECK Packs_Lifestyle8

Peckish – the third incubated concept from Sonoma Brands, following Smashmallow and Züpa Noma – also claims to be the first company in the US to commercialize the ‘Perfect Boil’ that results in an egg that is not too hard and not too soft.

The closely guarded cooking method creates a ‘hard-boiled’ egg that is different from the traditional versions consumers are used to.

“We saw a lack of innovation in the ready-to-eat egg and fresh protein snack categories and wanted to create a brand, and products, to not only hero the brilliant simplicity of nature’s perfect food, but to elevate the experience,”​ said Jon Sebastiani, founder and CEO of Sonoma Brands, who also founded artisanal jerky brand, Krave.

Egg consumption on the rise

According to Statista, Americans consumed more than 274 eggs per person last year, with other experts forecasting global consumption rising to around 10.3kg per person by 2030.

That makes it a wide-open field for snack producers to capitalize on the trend.

Sebastiani puts the growing demand down to recent published studies, which have debunked previous beliefs that eggs are not good for you.

Smashing cholesterol perceptions

The perception of cholesterol-rich eggs as a ‘forbidden food’ developed in response to the highly publicized 1970s recommendation by the American Heart Association (AHA) to restrict consumption to no more than 300mg of cholesterol per day (one egg contains between 141mg and 234mg).

Current guidelines are far more lenient. In fact, a 2018 study published in The American Journal of Clinical Nutrition found that eating at least 12 eggs a week for three months did not increase cardiovascular risk​ factors for people with prediabetes and Type 2 diabetes.

As a whole food, eggs are a low calorie (78 calories each) source of protein and nutrients such as folate, riboflavin, selenium, choline, and vitamins B12, A, K and D.

“Hard-boiled eggs are a relatively small segment contributing $200m to the overall $5bn egg category in 2018. That said, consumers are eating more eggs than ever, which is contributing to YoY segment growth of 30%+ since 2015,”​ said Lauren Egan, VP of Brand.

“We believe this is partly due to a shift away from long held misconceptions that eggs contributed to a rise in cardiovascular disease, but we see the greater momentum building from consumers demanding protein from real fresh food, and eggs are one of the cleanest natural forms of high protein,”​ adds Lauren Egan, VP of Brand.

Elevating the egg experience


“Our research showed that consumers perceived hard boiled eggs to be healthy and convenient, but that they underdelivered on taste and eating experience,”​ added Sebastiani.

As such, the company developed – and trademarked – the ‘Perfect Boil’ method, which ensures Peckish eggs achieve a tender white albumin, with a creamy, bright orange yolk.

To ring the changes, the eggs are paired with salty and sweet dips to add flavor and crunch, including Salt & Pepitas, Everything, Maple Waffles, Fried Rice and Rancheros.

Gluten and dairy free, the snacks contains 12-14g of protein and ‘0g-low sugar’ and are suitable for consumers following Paleo, Keto, Weight Watchers or Whole 30 lifestyles.

Peckish Peck Packs are available in the refrigerated snack and dairy sections of Erewhon Market outlets throughout Southern California, Equinox outlets in the Northeast, Whole Foods 365 and Napa Farms Market, as well as online.

Each Peck Pack retails for $3.99.

Game changer

Egan adds the concept is an exciting new way for consumers to include protein to their diets.

“We believe that Peckish will deliver better optionality for the protein bar consumer, and the greater $18bn protein market in the US.”

“It’s a game changer.”


Effect of a high-egg diet on cardiometabolic risk factors in people with type 2 diabetes: the Diabetes and Egg (DIABEGG) Study—randomized weight-loss and follow-up phase

Authors: Nicholas R Fuller, Amanda Sainsbury, Ian D Caterson et al.

The American Journal of Clinical Nutrition, Volume 107, Issue 6, 1 June 2018, Pages 921–931,

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