These May Be the Most Realistic Vegan Hard-Boiled Eggs. Here’s Where to Find Them.

3 Mins Read

Swiss retail giant Migros has just released a new plant-based product: a vegan hard-boiled egg. Now available in select outlets across Switzerland, V-Love The Boiled tastes and bears striking resemblance to a real hard-boiled chicken’s egg with a distinct yellow yolk. 

The new egg alternative, dubbed V-Love The Boiled, is currently being sold in Migros outlets in Zurich, Basel, Lucerne, and Geneva before extending the rollout nationwide. It is sold in a pack of four for 4.40 CHF. 

V-Love The Boiled

Migros says that the product was developed in-house and manufactured in Switzerland by its subsidiary ELSA. It contains soy protein, and looks like a real hard-boiled egg that can be cut in half to reveal its distinct yellow-coloured “yolk” encased by the “egg white”. 

“We are very pleased to be able to offer our customers, with“ V-Love The Boiled ”, a real alternative to hard-boiled eggs,” commented Lucie Kendall, who was part of the Migros team that developed the egg at ELSA. 

It represents the brand’s first vegan egg alternative, joining its existing V-Love lineup of plant-based meat and dairy substitutes. The range boasts around 100 products in total, among them what it claims to be the world’s first vegan yogurt made from chickpeas. Around 90% of the V-Love range is vegan. 

Vegan egg market

Migros’ decision to launch a plant-based egg comes as innovation in the egg category begins to ramp up. Last year, vegan egg sales in the US represented one of the fastest-growing categories in plant-based retail, growing 168% year-on-year. 

Aside from the leading brand Eat Just, who pioneered the vegan egg with its mung bean-based JUST Egg back in 2013, more alt-egg brands are now entering the space. One recent entry is Texas-based Crafty Counter, which debuted its vegan hard-boiled egg in August this year.

The startup claims its WunderEggs is the world’s first vegan boiled egg, a statement that Migros also claimed in its press release.

Migros embraces alt-protein

Migros says that it will continue to innovate new products to cater to the growing demand for plant-based foods. “The future is taken care of: the range is constantly being expanded,” the company said about its V-Love brand in a press statement. 

The Swiss retailer isn’t just betting on plant-based, but also other alt-protein technologies. It has recently teamed up with two other major food corporations in the country, Givaudan and Bühler, to build a new cell-based meat factory

Located in Zurich, the Cultured Food Innovation Hub will house a pilot production plant, as well as R&D facilities dedicated to the creation of novel cell-based and precision fermentation protein products.

All images courtesy of Migros.


  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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