‘Not another me-too’: Singapore startup launches eggless mayo capitalising on localisation trends

By Si Ying Thian

- Last updated on GMT

Consumer survey showed that taste and health benefits underline the purchase intention of plant-based egg products © Hegg
Consumer survey showed that taste and health benefits underline the purchase intention of plant-based egg products © Hegg

Related tags plant based Eggs eggs alternative vegan Localisation Mayonnaise Protein

Singapore start-up Hegg has launched its eggless Japanese mayonnaise in the domestic market and is looking to capitalise on growth opportunities across Asia with ‘localised flavours.’

It debuted its Eggless Mayo on its official website and major e-commerce platforms Shopee and Lazada in early-July, and is looking to enter supermarkets in Singapore by the third quarter of this year.

CEO Yao Png Ow told FoodNavigator-Asia​ that the egg supply chain disruption during the pandemic period and the perceived lack of market competition in this plant-based category in Asia-Pacific had paved the way for their strategy.

Hegg’s other products include the eggless egg powder and eggless kaya, also known as coconut jam.

The firm conducted a consumer survey last year around the potential uptake of its products, and found that taste and health benefits underline their purchase intention of plant-based egg products.

Its eggless mayo claims to have 55% less saturated fat, 28% fewer calories and 25% less sugar compared to regular mayonnaise. It is also suitable for consumers seeking out for dairy-, soy-, gluten- and egg-free options.

Localised flavour is key

Localisation is its other value proposition, the firm said.

Eggless Kaya Lifestyle_2
Hegg's eggless kaya © Hegg

We wanted to make our products relatable and accessible to customers. Since we’re based in Singapore, we came up with localised SKUs like kaya and mayonnaise. Our eggless egg powder is also very versatile and can be used for a lot of other applications like scrambled eggs. The possibilities [for product development] is endless,” ​said Anastasia Margareta, Marketing and Product Lead with Hegg.

The firm explained that its newly launched product was capitalising on the growing popularity of Japanese cuisine, including the use of Japanese mayonnaise, among Singaporean consumers; as well as a market gap for “a healthier option that does not compromise on taste.”

It first soft-launched its eggless mayo in late-2022 partnering with Shangri-La Group and a Macau tech event BEYOND expo to pair its eggless egg powder and eggless mayo alongside other foods.

Since the soft launch, the team had managed to extend the shelf life without the use of artificial preservatives.

The team is planning to launch new mayonnaise flavours, and its product development will continue to centre around localized products that use eggs.

Its next step is also looking at export opportunities in Japan, Korea, and Australia. Ow said that it is currently in talks with overseas distributors.

While the challenge of consumer acceptance around plant-based alternatives persists in Asia, Ow said that eggs shortage in certain countries creates an impetus for them to seek out alternatives.

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