Female-founded and plant-based egg, seafood innovators emerge on Behind the Wrapper segment with Marc Summers in the latest Battle of the Brands

PHILADELPHIA, Aug 26, 2022 /PRNewswire/ — Plant-based food sales surpass total food sales by a 3-to-1 margin last year and the number of vegans worldwide expected to increase tenfold by 2030, the race is on for innovators and investors to bring the next great vegan foods and drinks to the shelves of retailers and e-commerce stores. Two of the most popular plant-based brands, Cut counter and mind blowncompete in their own race for greatness in Better For You Media’s Battle of the Brandscompete for investment, global distribution and brand awareness on the Marc Summers-LED Behind the wrapper show.

Battle of the Brands pit two better brands against each other in two-minute audition trailers in the same “weight class,” tailored to key attributes such as sales data, founding story, or social audience size. The better-for-you market is expected to grow rapidly in many sectors, such as: snacks and drinks in the next decade.

Every week in Battle of the Brands, fanbases of competing brands can vote for a chance to win a free annual supply of their favorite snack brand. The brand with the most votes wins the right to appear in a full episode of Season 1 of Behind the wrapperBFY Media’s how-it’s-made program hosted by Summers, the renowned Food Network and Nickelodeon host/producer. Behind the wrapper will air later this year as full episodes featuring celebrity guests and various segments. In addition to being showcased, brands will also have the opportunity to raise investor funding, sell at a direct-to-consumer, QVC-style home shopping show, and increase their global distribution footprint.

This week’s ongoing battles, the founder of Crafty Counter Hema Reddya mother on a mission to feed her children healthier, versus the Mind Blown mother-daughter founding team and veterans of the fishing industry Shelley Van Cleave and Monica Talbert.

“This week we see a matchup of two highly motivated, women-led teams who have created truly amazing spaces for growth and innovation,” says Summers. “Both Crafty Counter and Mind Blown have consistently increased their product line and brand awareness on a large scale in a short period of time and are on track for major success.”

Crafty Counter launched WunderEggs last year as the first full-fledged, plant-based, ready-to-eat hard-boiled egg. The vegetable egg category is growing rapidly – 28% annually until 2030 – Health and safety concerns from salmonella- and antibiotic-resistant foodborne bacterial illnesses have increasingly kept people away from chicken eggs. WunderEggs contain a base of cashew nuts, almonds, coconut milk and agar (a gelatin substitute based on seaweed) and are colored and flavored with turmeric and nutritional yeast. WunderEggs are available at more than 330 retailers in the US, including dozens of Target locations.

Mind Blown, fresh from a investment this summer from Bravo Top Chef judge Tom Collichio, is also known as the Plant-Based Seafood Company. Their product line includes shrimp, scallops, crab cakes, oysters, lobster, and soon-to-be smoked salmon — all made from superfoods that produce flavors that continue to win over traditional seafood lovers. With fish farming threatening aquatic ecosystems and the most common food allergy, shellfish, on the rise, expectations are high for plant-based seafood. Mind Blown is available at hundreds of retail locations across the US, including dozens of Sprouts Farmers Markets.

Six battles are complete with Three Farmer’s Daughters against Large Nurseries remaining after this week:

The Behind the wrapper team will be present Natural Products Expo East next month in Philadelphia auditioning for new brands for Season 2, which goes into production later this fall. Brands interested in joining Expo Oost or elsewhere can start a conversation with BFY Media here.

About BFY Media

The Better for You (BFY) Media network covers the global wellness market for globally minded, socially conscious and forward-thinking consumers. BFY Media produces multi-channel programming and content from original productions, licensed definitive series and materials, and curated wellness industry media resources, providing data-driven, in-depth educational entertainment that everyone can feel good about. Visit for more betterforyoumedia.com.

Media contact
Peter Groverman
[email protected]

SOURCE Better for you Media

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