🍳 No-egg eggs on the rise?

Plus: A cool chart, our best stuff from the week, an unexpected headline, a big yawn, and more. [View Online]( [The Hustle] Mattress review site Sleep Junkie is hiring five “dairy dreamers” to record the impact of eating various cheeses before bed on sleep quality and dreams. The three-month assignment pays $1k and, of course, cheese. In today’s email: - Egg alternatives: The market is yolked. - Chart: Trucks are changing. - Weekend reads: Our best stuff from the week. - Around the web: A Web3 explainer, an ode to Kraft Mac and Cheese, a baby colugo, and more cool internet finds. 🎧 On the go? [Listen to today’s 10-minute podcast]( to hear Zack and Juliet talk about the wild world of egg alternatives, BuzzFeed’s shocking news, burrito season, and more. The big idea [egg]( Is it the egg alternatives’ time to shine? Eggs are expensive. Will consumers give plant-based eggs a try? 2023-01-27T00:00:00Z Juliet Bennett Ryla Eggs, a typically low-cost protein, now cost [~60%]( more YoY, leading egg headlines (and [jokes]() to dominate our feeds. But some consumers have realized you don’t have to break a few eggs, turning to omelet alternatives and creating new business opportunities, [per]( NPR. Ron Kern of Back Forty Farms in Idaho is selling freeze-dried egg powder that lasts for years for ~$20-$60 a package — and they’ve been selling out. But there’s also the no-egg egg The plant-based egg market isn’t huge, worth $30m in the US and accounting for just 0.13% of total egg sales, [per]( Bloomberg. Its funding also pales in comparison to the alt-meat market, securing $208.7m in 2021 compared to plant-based meat’s $2B, [per]( Crunchbase. But here’s something interesting: Plant-based eggs typically cost more than chicken eggs (AKA shell eggs). Yet in late 2022, prices dropped to ~$1 cheaper per unit than shell eggs. As shell egg sales declined, plant-based egg sales rose. Eat Just Inc… … makes a no-cholesterol liquid egg alternative from mung beans. Its sales shot up 17% YoY. (Fun fact: Eat Just also makes [lab-grown]( chicken that’s [available]( in Singapore.) Eat Just accounts for ~99% of US liquid plant-based egg sales, but it’s not the only player in the space: - Yo! Egg’s soy and chickpea protein [eggs]( — available in “fried,” “poached,” and “boiled” varieties — are on the menu at an Israeli breakfast chain. - Germany’s Perfeggt, made from fava beans, raised [$4m]( in March. - Spero Foods makes its liquid egg alternative from [pumpkin seeds](. The real question is: Will the high prices spur egg loyalists to try something new? Or, as [in the past](, will we just suck it up? [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=Is+it+the+egg+alternatives%E2%80%99+time+to+shine%3F%0Ahttps%3A%2F%2Fthehustle.co%2F01272023-egg-alternatives%3Futm_campaign%3DFriday%2BEmail%26utm_content%3D01272023-egg-alternatives%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( TRENDING [eyeball wearing a hat] Yesterday in headlines we did not expect to see but did: “BuzzFeed [says]( it will use AI to help create content, stock jumps 150%.” SNIPPETS Top TV: Nielsen [crowned]( Netflix’s “Stranger Things” as 2022’s most-streamed show, with 52B+ minutes viewed, followed by “NCIS” (38.1B), “Cocomelon” (37.8B), and “Ozark” (31.3B). Intel’s revenue declined [32%]( YoY in Q4. Hasbro also reported its Q4 revenue dropped [17%]( and plans to lay off 15% of its staff. Chipotle plans to [hire]( 15k full- and part-time workers ahead of its busy March-to-May months, or what it calls “burrito season.” NYC Mayor Eric Adams said [he plans]( to work with Uber and Lyft to make the city’s 100k+ ride-share vehicles zero-emissions by 2030. Comcast’s Q4 revenue grew to [$30.55B](, down 5% YoY amid slowing subscriber growth. Meanwhile, Peacock’s revenue bumped 6%, largely thanks to the 2022 FIFA World Cup. Kittl, a Berlin-based Canva competitor that offers an in-browser graphic design platform, raised [$11.6m]( in Series A. Southwest Airlines reported an [$800m]( loss in Q4 pretax profit, due to the 16.7k+ flights [canceled]( over the holidays. Southwest’s net loss was $220m, compared to a $68m a year prior. JetNet, an aviation data company, [bought]( ADS-B Exchange — the site Jack Sweeney uses to [track celeb jets]( — sparking concerns that the data will no longer be freely available for public use. Surprise: A woman is [suing]( the makers of Fireball Cinnamon Whisky after learning its mini bottles of Fireball Cinnamon don’t actually contain whiskey, but malt- and wine-based spirits. Busted: The FBI [shut down]( Hive, a ransomware gang that allegedly stole $100m+ by hacking hospital, school, and company systems, then demanding payment. $100m cup of joe: Frozen coffee pod creator Matthew Roberts has a few tips for locking down high-profile investors. We broke down his advice in this [short video](. The Hustle Recommends The GIST is a free sports newsletter curated, written, and owned by women. For some fresh takes on sports, free of Charles Barkley’s voice, [sign up today](. Chart [pickups]( Olivia Heller How America’s pickups are changing Less bed, more cab, and a whole lot of pleasure driving. 2023-01-27T00:00:00Z Jacob Cohen The Ford F-150 has been America’s bestselling car for [41]( years. Last year, an F-Series Truck was sold every 49 seconds, and pickups accounted for the [top three]( bestselling cars nationwide. Interestingly — despite stunts like [this one](, where an F-150 tows a double-decker freight train filled with 42 other F-150s — data [shows]( a third of pickup owners rarely or never use their truck for hauling, while two-thirds rarely or never use it for towing, per Axios. - Instead, 87% of pickup owners frequently use their truck for shopping, and 70% say they do so for pleasure driving. To accommodate for this, today’s F-150s are 63% cab and 37% bed, a near-total opposite from early generations’ 36% cab, 64% bed design. So what? Since 1990, the average mass of US vehicles has increased 25%. Pickups are already a safety concern, with twice the pedestrian strike fatality rate as smaller vehicles. They’re [getting heavier](, too, as the industry electrifies them with enormous batteries. Ford’s F-150 Lightning, for instance, at ~6.5k pounds, weighs 35% more than its gasoline twin. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=How+America%E2%80%99s+pickups+are+changing%0Ahttps%3A%2F%2Fthehustle.co%2F01272023-pickups%3Futm_campaign%3DFriday%2BEmail%26utm_content%3D01272023-pickups%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( Free Resource Five tips for breaking into TikTok Lookin’ at you, old-timer. And smiling. (Love you.) But you’re probably scared to make the jump to TikTok. It’s not even the cloudy regulations — it’s the clout implications. We understand. In such strange digital corners, take a page from the pros. Here are five steps from our social media team on making relevant [short-form videos](. The gist of TikTok branding: - Be where your audience is - Really nail your “why” - Solidify your value props - Save time with a content calendar - Shoot your shots where they count We’re rooting that you risk it for the biscuit. [TikTok branding basics →]( Recs [Weekend Reads] Welcome to Weekend Reads 2023-01-27T00:00:00Z In case you missed ‘em, here’s this week’s best… - Tweet: An omelet? [In this economy??!]( - Blog: What you need to know about building a [product strategy](. - Chart: Is India Apple’s next frontier? It sure is [looking like it](. - Story: Our [visual explainer]( about what the hell stock buybacks are. - Video: A [quick clip]( about why Florida makes $20m a year from Gatorade. AROUND THE WEB 🎧 On this day: In 2003, the Library of Congress [announced]( the first 50 recordings to be added to the National Recording Registry, [including]( Booker T. Washington’s Atlanta Exposition speech, and Abbott and Costello’s “Who’s on First?” skit. ✏️ From our blog: For many, work is just a thing you have to power through each day. But what if you could actually enjoy it? [There’s a way](. 🧀 That’s interesting: Writer Ivana Rihter [reflects on]( Kraft Mac and Cheese, a meal that’s stayed pretty much the same, in both substance and cost, for decades. 🖥️ That’s cool: An interactive Web3 [explainer](. 🥱 Aww: And now, a baby colugo has a big [yawn](. Shower Thoughts - You know you’re getting older when headlines no longer blame your generation for all of the problems going on. [SOURCE SOURCE]( - You don’t have any proof that other people can’t read your mind. [SOURCE SOURCE]( - Biweekly always needs clarification. [SOURCE SOURCE]( - Books replaced tablets thousands of years ago. [SOURCE SOURCE]( - It’s possible that someone alive during the Wild West was alive to play ‘Pac-Man. [SOURCE SOURCE](  [via Reddit]( TELL FRIENDS → GET PRIZES Help your friends aboard our growing pirate ship. Share The Hustle Daily to start winning loot. [all prizes]( [Share The Hustle 🤠→]( Or copy this custom referral link: [ Your referral count: 0 How did you like today’s email? [Love It]( [Meh]( [Hate It]( Today's email was brought to you by [Jacob Cohen](, [Juliet Bennett Rylah](, and [Rob Litterst](. Editing by: Mark “Pepita omelet” Dent. Was this email forwarded to you? Sign up [here](. 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