Case study: Mummy Meagz

Mummy Meagz is a vegan family business that started in the kitchen of a cafe in East Yorkshire.  They first found success with their vegan Rocky Road chocolate bar that you can now buy in Holland & Barrett and hundreds of other stockists, but it was their vegan chocolate crème egg that took the nation by storm.  Every year it seems like Cadbury get earlier and earlier bringing out their iconic Cadbury Creme Egg, with a huge fanfare and high-visibility marketing campaign that might leave recent vegan converts feel like they are missing out: here’s something else that I can’t have as a vegan.

This is why Mummy Meagz has developed a perfect vegan product.  They have given the vegan consumer something that we thought we couldn’t get any more, and they have a ready-made market every year as Easter rolls round.  When you first come across a Mummy Meagz ‘Chuckie Egg’ you can’t believe it exists and you have to try it, and it shows that being vegan does not mean missing out on favourite treats – for you or your family.

The reason this is remarkable is because making a good vegan version of a chocolate crème egg, with a gooey ‘yolk’ at its heart, is hard.  Unlike other vegan versions of sweet treats, few people have been able to pull off a crème egg, and none producing them in the quantities needed to ship them to stores like Mummy Meagz have.  Of course, as others catch up this might become less remarkable, by which time, knowing how passionate Meagan and her daughter Willow are at coming up with new recipes in their kitchen, Mummy Meagz will have already come up with the next big thing.