Egg Innovations acquires PECKISH snack brand

17-Dec-2020 - Last updated on 18-Dec-2020 at 20:52 GMT

PECKISH recently returned to Whole Foods Market dairy aisles nationwide with a new look following a packaging redesign. (Picture: PECKISH)

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Egg Innovations, a vertically integrated producer of pasture-raised and free-range eggs, has struck an all-stock deal to acquire egg-fueled snack brand PECKISH.

Founded by KRAVE founder Jon Sebastiani and launched in January 2019, PECKISH is the third incubated concept from growth equity firm Sonoma Brands, which will continue to be involved in PECKISH and will team up with Indiana-based Egg Innovations (in which it has invested) to supporting its new Blue Sky Family Farms brand.

"We are very excited to establish a relationship with Jon Sebastiani and Sonoma Brands, who has a career track record in brand development," said Egg Innovations president and CEO John Brunnquell, who said the brand (which was taken off the market for several months in 2020 for supply chain reasons) will be hitting more stores in 2021.

The deal “allows PECKISH to harness Sonoma Brands' expertise in brand building and innovation, while leveraging Egg Innovations' market leadership in ethical farming practices and competitive advantage through vertical integration," said Sebastiani.

Lauren Egan, PECKISH VP of brand and innovation, has joined the Egg Innovations team to lead marketing, innovation and brand positioning for PECKISH and Blue Sky Family Farms.

High protein, no added sugar

While several brands have launched ready-to eat hard boiled eggs in recent years, from Eggland’s Best, Wilcox Organic, and Organic Valley (Good to Go) to Crystal Farms (Ready Egg Go – which includes cheese and nuts), and Vital Farms, PECKISH is the first to pair them with culinary inspired dips (Salt & Pepitas, Everything, Ranch, Fried Rice, Rancheros), and features a slightly softer boiled texture, while retaining food safety, claimed the brand at launch.

“Hard cooked eggs often have an unappetizing hard chalky crumbly yolk with rubbery whites, which is in part because the harder you cook them, the easier they are to peel. We’ve found the [sweet] spot to achieve total food safety with a kill step but we’re not over boiling.”

Each PECKISH snack pack features two ‘Perfectly Boiled’ free range Non-GMO eggs paired with crunchy dips and could work as a snack, breakfast option or mini-meal, delivering 12-14g of protein and no added sugar.