Oggs has launched a new liquid egg replacement into retail aimed at vegans wanting to recreate eggy breakfasts.
Called Scrambled Oggs, the NPD is billed as the ideal replacement to “recreate breakfast classics”, with a lower carbon footprint than chicken eggs. It was previously sold in Bella Italia and Bill’s, but never in retail.
It is made with chickpea and offered “unrivalled texture”, said the brand. It has rolled into Sainsbury’s in 330ml recyclable bottles. Each bottle is said to contain the equivalent of six eggs.
The move will place it at loggerheads with fellow egg substitute brand Crackd, which last year reformulated to make its egg substitute more suitable for scrambling and frying.
Oggs said a growing number of vegans were missing eating eggs for breakfast.
The NPD marked “the next stage in our mission to remove more unnecessary egg products from the food chain, both reducing our carbon footprint and extremely poor animal welfare”, said the brand’s founder Hannah Carter.
”It gives people a way to enjoy a plant-based egg alternative that completes the classic breakfast and brunch.”
The brand has recruited food influencer Rebel Recipes to create a range of dishes with the product.
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