Plant-Based Egg

With «V-Love The Boiled», Migros presents the world’s first plant-based hard-boiled egg.

The egg sensation was developed by Migros’s own industry and is manufactured in Switzerland. The chicken-or-egg question has thus been resolved: with «V-Love The Boiled», the egg came first — no chicken required at all.

During November 2021, selected Migros branches of the cooperatives Zurich, Basel, Lucerne and Geneva will initially be adding the world’s first vegan hard-boiled egg alternative to their range. A team from Migros Industry spent years perfecting this plant-based world first. The egg is produced in Switzerland by ELSA, a Migros subsidiary. «We are very pleased to be able to offer our customers a genuine alternative to the hard-boiled egg with ‘V-Love The Boiled’», says Lucie Kendall, developer of the plant-based egg at ELSA.

The Yolk of the Matter

The egg alternative is based on soy protein and consists of two different components. During production, the outer white shell is filled with the plant-based «egg yolk». «V-Love The Boiled» therefore looks just like an ordinary picnic egg and can be sliced and prepared accordingly. «V-Love The Boiled» will be available at Migros as a pack of four for CHF 4.40.

A Young Brand with Great Popularity

V-Love is Migros’s plant-based and vegetarian brand, launched in 2020. All products are certified with the internationally recognised and protected V-Label for identifying vegetarian and vegan products. The range already includes more than 100 products, of which over 90% are vegan. «V-Love The Boiled» is the second world first to be developed and manufactured by Migros in Switzerland.

In 2020, the retailer also launched the world’s first yoghurt alternative based on chickpeas. And the future looks bright too: the range is continuously being expanded.