Inside the great egg branding crisis

Matt Sia, a design and branding expert, is struggling to find affordable eggs amidst a nationwide shortage, which has led to a 40% increase in egg prices since the start of 2025. As a result, consumers are reevaluating their priorities and values when it comes to purchasing eggs, with many opting for cheaper options despite previously caring about factors like animal welfare and nutrition. The premium egg market, which once thrived on unique packaging and branding, is now struggling to compete with more affordable alternatives. The American Egg Board has shifted its strategy to focus on the safety and affordability of eggs, rather than their nutritional benefits or environmental impact. Meanwhile, companies like Eat Just, which produces a mung bean-derived egg substitute called Just Egg, are seeing a surge in demand and sales, with a 70% year-over-year increase. Just Egg's CEO, Josh Terick, believes this is a critical moment for the company to capitalize on the egg shortage and establish itself as a reliable alternative to traditional eggs. As the egg market continues to evolve, consumers are being forced to confront the reality of supply chain uncertainty and the psychological impact of scarcity on their daily lives. The future of the boutique egg market is uncertain, and experts are warning that the instability of the egg market could have far-reaching consequences for other food staples like grains, bread, and milk.