British newspapers are full of horror at the launch of the Yowk – the perfect soft boiled egg. How can the nation have reached this state? Isn’t this just another example of marketers and supermarkets selling us something we simply don’t need? Well, the launch of Yowk reveals less about our ongoing desire for convenience, and a lot more about consumers’ lack of confidence or skill to get the perfectly soft boiled egg. What it promises is no more disappointment and no more egg boiling anxiety. Maybe we’ll see a backlash of authentic cooks and a revival of real kitchen skill. Or maybe we’ll just watch Masterchef. Good luck Yowk!
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