Migros, the largest supermarket chain in Switzerland, Just released a vegan hard-boiled egg that will be available in its stores in Zurich, Basel, Lucerne and Geneva this November for 4.40 (4.15 euros) Swiss francs a pack of four. It is not just another gastronomic curiosity. While public opinion focuses on fake meat and bloody “hamburgers”, dozens of companies around the world are immersed in a race against time to find the “holy grail” of alternative proteins: the fake hard-boiled egg.
And, although fake meat has more detractors and generates more suspicions, market studies have been pointing out for a long time that vegan hard-boiled egg may become a central element of the next gastronomic revolution. Not exclusively because up to 30% of consumers affirm that it would be likely or extremely likely that they would be passed onto these eggs if they could, is that such a product would brutally simplify hundreds of processes in the hospitality industry.
The Golden Egg (100% plant-based)
Texans of Crafty Counter so far seemed the best placed in the race and their Wundereggs they should be distributing in US supermarkets before the end of the year. However, to this day they are not yet on the market. The other great competitor was the Singaporean OsomeFood and his proposal of ‘fake eggs’ made with mycoproteins [de hongos]. In this case, the product has not finished starting either.
In this way, Migros not only join the race for the vegan boiled egg business, but it seems that it leads it globally. The Swiss giant has been heavily invested in the world of alternative proteins and its cell agriculture research center Zurich has become a landmark (despite its low-profile policy that contrasts with the strategy of other start-ups in the sector).
Also the sensations are good and, according to media such as El Periódico de Aragón, have a taste “incredibly similar to the original egg”. Obviously, there are many doubts not only in terms of taste, but also in terms of the texture and versatility of the product. In principle, Migros has stores in France and Germany, so it is expected that the product will soon reach the European Union. We do not know when, but we will be waiting.
Image | Migros