Swiss retail giant Migros has launched a vegan hard-boiled egg that will be available in select Migros stores across the country. The plant-based picnic egg looks and tastes like its conventional counterpart, including its vegan yolk.

The latest addition to the V-Love vegetable range from Migros, the egg is manufactured in Switzerland by ELSA, a subsidiary of Migros. Made from soy protein, the innovative new egg will be available in Migros stores in Zurich, Basel, Lucerne and Geneva from November 2021, priced at CHF 4.40 for a four-pack.

Migros boiled egg
©Migros

The V-Love hard-boiled egg is one of the first such products in the world to hit the market as the race to develop new egg alternatives heats up. Research has shown that 30% of consumers say they would choose vegan eggs over conventional eggs, but there is a gap in the market when it comes to accessibility and range of consumption options. In the United States, plant-based brand Crafty Counter has also launched ready-to-eat vegan boiled eggs known as Wundereggs, and Singapore’s OsomeFood has developed a similar egg created from mushroom mycoproteins.

Migros has invested heavily in alternative protein innovation and food technology and recently set up a new facility for cellular agriculture products in Zurich to accelerate their development and market penetration. The brand has also trialled an in-store vegan butcher service and last year launched the world’s first yogurt alternative made from chickpeas.