Aesthetically speaking, V-Love The Boiled looks like a regular hard-boiled egg. Made with soy protein, the outer white 'shell' is filled with a vegetable-based 'yolk'. The product will be sold in a package of four for 4.40 Swiss francs.

V-Love is the major retailer's plant-based and vegetarian brand. It was introduced in 2020. The brand already includes over 100 products. More than 90% are suitable for vegan consumers.

During the month of November, Migros will offer the vegan hard-boiled egg alternative in outlets in Zurich, Basel, Lucerne and Geneva.

The egg alternative will be available in limited quantity only, especially in the beginning.

The team at Migros industry took years to develop the product line. The egg is produced in Switzerland by ELSA, a subsidiary of Migros.