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TRENOS SiGINT: WunderEggs Without the Chook Flying the Coop? As Animal-Free Egg Innovation Targets a US$1.9 Billion Market
Consumers rarely purchase technology.
They purchase breakfast. Crafty Counter's WunderEggs strategy reflects this reality. Rather than leading with biotechnology, the company leads with familiar consumer benefits: high protein, high fibre, convenient meal, clean ingredients,
allergen-free, available at Whole Foods. The science remains largely invisible.
Scott Mathias
2 days ago2 min read
TRENOS SiGINT: Whole Foods Market's 2026 Food Trends
Whole Foods Market’s 2026 food trend forecast confirms a consumer reset: less artificial, more ancestral. The focus on tallow, fibre, vinegar, and female producers reflects a convergence of nostalgia, nutrition, and social consciousness shaping grocery innovation.
JC - Analyst
Oct 13, 20252 min read
TRENOS SiGINT: Now 8 – Fix & Fogg Goes U.S. Wide
New Zealand's, Fix & Fogg has secured one of the most coveted positions in American retail: eight nut butter SKUs ranged nationally across all Whole Foods Market stores. From a farmers’ market side-hustle in Wellington to 3,500+ U.S. stockists, their rise underscores how small, values-driven Kiwi brands can scale into global grocery giants. The U.S. nut butter aisle is brutal, yet Fix & Fogg has carved out premium territory, powered by sustainability credentials, B Corp statu
JC - Analyst
Aug 21, 20252 min read
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