Asda launches vegan ‘milk’ chocolate crème egg from Mummy Meagz

Chocolate fans will now be able to purchase vegan crème eggs all year-round at Asda – proving that vegan confectionery is just as decadent as dairy-based alternatives.

Produced by cult chocolatier, Mummy Meagz, the ‘Chuckie Eggs’ have already garnered a loyal following among fans of sweet treats made without dairy, and went viral online when Mummy Meagz first cracked a dark chocolate version in 2019. But for the first time ever, the product will have a creamy vegan ‘milk’ chocolate shell – providing a taste sensation to rival market-leading crème eggs.

The Chuckie Eggs are now available nationwide in Asda stores – just in time for World Chocolate Day (7 July) – for a Recommended Retail Price (RRP) of £1.29. Made from creamy rice milk and rich cocoa, crème egg-addicts will be able to bite into the crisp chocolate shell to enjoy the smooth fondant filling, complete with white and golden yolk. Each Chuckie Egg is wrapped in stand-out blue foil and can be found in Asda’s vegan section.

Made without dairy or other animal products, the eggs are also free of palm oil and Genetically Modified Organisms (GMOs), making them kinder to animals and the environment. Finally, there’s a crème egg for everyone to enjoy – regardless of whether you like to slowly nibble, scoop out the fondant filling as fast as you can, or eat it in one mouthful.

Mummy Meagz – the vegan pensioner also known as Meagan Boyle – first created the Chuckie Egg in small batches to sell in her plant-based café in Cottingham, East Yorkshire, and demand has skyrocketed. Making them available through Asda will mean the widest possible audience will be able to enjoy them as a year-round treat, available when other crème eggs are out of production. A trailblazing child of the sixties, Meagan is a long-time vegan and animal activist, and founded the Mummy Meagz chocolate brand with her daughter, Willow. Together their aim is to provide vegan swaps for the nation’s favourite chocolate treats – and they’re taking on corporate confectioners in the process.

Meagan says: “Whether you are vegan, reducing your dairy intake, or simply want to choose a product that’s kinder to the environment and animals, our Chuckie Eggs are a welcome treat for those who are sweet-hearted as well as sweet-toothed. Our crème eggs started a vegan craze, and previously one has been sold every thirty seconds, leaving shelves bare. By launching at Asda, we hope that they’ll be even more popular and that we’ll be able to encourage chocolate-lovers to switch to a kinder option. Better yet, they’ll be available all year round – meaning there’s no need to wait until Easter to enjoy a crème egg!”

The chocolate treat has arrived at Asda following the launch of the retailer’s vegan section last year – dedicated instore bays which can house more than a hundred plant-based products.

Grace Coates, Free From and Vegan Buying Manager at Asda says: “We know there are more than half a million vegans in the UK, and over a third of the population who identify their food choices as ‘flexitarian’, so it’s vital that we offer plant-based chocolate treats that are just as appealing as our dairy-containing ranges. Mummy Meagz’ Chuckie Eggs do just that, and we’re pleased to bring this popular product to Asda’s ever-growing range of tasty plant-based foods.”

About Mummy Meagz Vegan Kitchen

Mummy Meagz Vegan Kitchen has been creating treasured vegan treats since 2017. Yet her sweet surprises have been loved by vegans for far longer: in 2003 she opened Blondes Coffee Shop in the village of Cottingham, East Yorkshire, turning the entire business vegan by 2016. When she realised how large the following for her sweet vegan culinary creations had grown, she began to produce them for a far larger audience, winning places on the shelves of major national retailers. Now Mummy Meagz is fulfilling her mission: making impossibly indulgent delights that can be enjoyed by everyone.

All Mummy Meagz treats are vegan – and kinder to animals, health and the environment – because nobody’s sweet tooth should suffer due to lifestyle, or dietary choices. Every product is GMO free to protect wildlife and the world’s forests.