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Japanese convenience store Lawson unveils new type of egg sandwich

25 Comments
By Oona McGee, SoraNews24

Compared to other parts of the world, Japan has only recently caught on to the demand for plant-based products, but now that companies are realising the power of soy as an alternative to ingredients like meat and eggs, they’re barrelling forth with all sorts of new products.

Now, convenience store chain Lawson is stepping forward with a new plant-based product that’s causing a buzz amongst customers, and they’re easing people into it by packaging it alongside its more traditional counterpart, calling it “Tabe Kurabe!” 2shu no Scramble” (“食べ比べ!2種のスクランブル”).

While the Japanese product name translates to “Taste and Compare! Two Types of Scrambled Egg“, it’s written out in English as “2 Types of Scrambled Eggs (One Plant-based)” on the packaging.

▼ The product is priced at 322 yen.

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The new sandwich pack contains one scrambled egg sandwich that uses chicken eggs and another that contains a soy milk-based egg substitute. The combination is designed to appeal to regular egg eaters, who are being encouraged to compare the two varieties, so that’s exactly what we did, starting with a visual comparison.

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The sandwich on the left paired chicken eggs with ham and lettuce, while the one on the right paired plant-based "eggs" with potatoes, ham, cucumber, and onion. Comparing the look of the eggs themselves, the substitute version on the right was much paler in color.

For regular egg-eaters this pale hue might be a little off-putting but it shouldn’t discourage people from trying it, because what really matters is the taste.

Starting with the regular egg sandwich, it was simple yet delicious — the elegant, creamy flavour of the scrambled egg and the saltiness of the ham were a perfect match, while the lettuce added a nice crunchiness to the mix.

▼ Lawson is famous for its egg sandwiches, and this one displayed the same high quality we’ve come to expect from the chain.

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However…would the non-egg egg sandwich be able to live up to these expectations?

We had to admire the confidence of a chain who’s prepared to serve a real egg alongside a faux egg to its customers, but as soon as we bit into the faux version, we realised that cocky self-assuredness was warranted.

▼ This was absolutely delicious.

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This sandwich totally exceeded our expectations, as it tasted like we were eating another egg sandwich, albeit with different fillings to the first. The taste of the eggs was so similar it was astounding, and we have no doubt that it’ll appeal to even the most seasoned of egg eaters.

It had the same thickness and sweetness as regular scrambled eggs, and we couldn’t detect any peculiar taste or scent to hint that these were made with soy. Plus, the cucumber and onion didn’t appear to be masking the flavour in any way, making for a well-balanced blend of ingredients.

▼ Lawson, you’ve done it again with your latest new product, or 新発売 (shinhatsubai), as new products are called in Japan.

Screen-Shot-2023-07-14-at-9.48.32.png

In the end, we couldn’t decide which was better between the two, declaring them to be equally delicious.

Related: Lawson

Photos ©SoraNews24

Read more stories from SoraNews24.

-- 25 different Japanese convenience store sandwiches – What’s inside them?【Photos】

-- 7-Eleven’s new whipped cream sandwich takes Japanese convenience store food to a whole new level

-- The Ultimate Battle for Ham Sandwich Supremacy – we rank Japan’s convenience store sandwiches

© SoraNews24

©2024 GPlusMedia Inc.

25 Comments
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I'm curious. What market is the most interested in eating plant-based foods?

Yes, vegetarians and vegans, that's correct!

However, if you put a plant-based egg in with a real egg, vegans cannot eat it and won't buy it. And if you put HAM into it, vegetarians won't eat it, either.

I think they really need to re-think their marketing strategy.

11 ( +13 / -2 )

You stopped me at ¥322 after tax.

6 ( +6 / -0 )

This is a clever way of getting people to taste a 'veggan' sandwich that they would normally avoid

Dunno about 'veggans', but no vegan or vegetarian is going to eat anything with ham in it.

I thought the days of 'if it isn't a steak, it must be vegetarian' were long past, but it seems I was wrong.

6 ( +6 / -0 )

Lawson do know more than a little about marketing. The key here is the sentence in the article "The combination is designed to appeal to regular egg eaters, who are being encouraged to compare the two varieties,....." the key word being "compare". If Lawson get enough positive feedback then the faux egg version will prevail.

4 ( +4 / -0 )

Anyone ever seen the old Anthony Bourdain episode where he goes on and on about Lawson egg sandwiches? I mean egg and nothing else. They’re good. I admit. I would buy this plant based sandwich if it was only egg substitute and nothing else.

3 ( +3 / -0 )

Too bad about that nutrition-less white bread they use in those sandwiches. Why not healthy whole-wheat bread?

3 ( +3 / -0 )

I'm curious. What market is the most interested in eating plant-based foods?

I think it is natural to think the new option will eventually be packaged on its own, so vegetarians will be able to buy it without problems.

The current strategy seems more directed to convince non-vegetarians to give it a try and hopefully be convinced it is as good as the classic sandwich.

So when the new "egg" sandwich is sold by itself vegetarians will buy it since there are no other options available and non-vegetarians will eat it as well.

2 ( +2 / -0 )

This is confusing. I want my sandwich with real eggs.

2 ( +3 / -1 )

This reminded me of an unique USA product called 'Baloney' which is part of many rolls and sandwiches. An American friend at Uni told me that it is made of all sorts of remains of animal products and is revolting. I have never seen or tasted it so I will trust what she said,

2 ( +3 / -1 )

Sorry, but you can't beat a Daily Yamazaki egg mayo sandwich. They certainly don't scrimp.

2 ( +2 / -0 )

Japanese has the perfect word for this: Chuutohanpa (中途半端). Has Oona ever found anything that wasn't delicious? She must be angling for a job on Japanese TV.

1 ( +4 / -3 )

Combini foods have an amazing array of preservatives and other chemicals. I admit these sandwiches all taste good but it’s scary what your putting into your system.

1 ( +1 / -0 )

Ooh, a new plant based sandwich? Great, I can't wait to try it.... oh, it has that Japanese vegetable called 'ham'? PASS.

There are two possibilities here.

One, is that the marketers behind this are completely clueless and have no idea that some people do not eat animal products, and the sandwich exists because egg prices have been increasing constantly.

Two is that, by adding the ingredient to a meat sandwich, and directly comparing it to real egg, people are likely to buy it, and be impressed at how good it is, which may open the market for more products.

While everyone can buy a vegetarian / plant based sandwich, many meat eaters will actively choose not to because they think it will taste bad. Convincing the public that it can be good, would lead to significantly higher future sales.

I just wish it wasn't all soy based though. Anyone ever tried a Quorn burger? Those are really good.

0 ( +3 / -3 )

girl_in_tokyoToday 06:42 am JST..................I agree, what a very strange combination. I am a vegetarian but I do sometimes have scramble eggs, but I would never eat that with any meat in it.

0 ( +2 / -2 )

@Harry

Lawson do know more than a little about marketing. The key here is the sentence in the article "The combination is designed to appeal to regular egg eaters, who are being encouraged to compare the two varieties,....." the key word being "compare". If Lawson get enough positive feedback then the faux egg version will prevail.

Yeah, but eat no meat, and often have the egg mayo sandwiches, but I can't try this one at all, as it has meat. So I'm a regular egg eater that they are targeting.

All they had to do was release a regular egg mayo sandwich, with the plant based egg as the second one in the pack.

0 ( +1 / -1 )

Combini foods have an amazing array of preservatives and other chemicals. I admit these sandwiches all taste good but it’s scary what your putting into your system.

Interesting. Where can I read more about this and quantify "amazing array"? Just to confirm your theory because not everyone agrees with you.

https://www.thetokyochapter.com/what-snacks-can-i-get-for-kids-while-on-the-go/

0 ( +1 / -1 )

It is not a sandwich for vegans nor vegetarians, as some here seem to think. It is for NORMAL, the 80% of people who might be interested in trying out a sandwich which contains plant based egg...

0 ( +1 / -1 )

For some mysterious reason vegans and vegetarians seem to think every food item for sale should meet their requirement and only their requirement. You lot are the minority!!! Majority are the meat eaters who like to eat food made with real ingredients, not fake eggs nor fake meat!!!

0 ( +1 / -1 )

Stop the presses!

-1 ( +0 / -1 )

Are all the fillings pushed to the front to give the impression of a full sandwich?

-2 ( +8 / -10 )

Since when was ham plant based?

I just buy the bags of egg salad from Gyomu Super, snip the corner and squeeze it directly down the hatch

Brilliant!

-2 ( +1 / -3 )

This is a clever way of getting people to taste a 'veggan' sandwich that they would normally avoid, because they have already paid for it. Hopefully they will like it, as poultry farms are being wiped out at the merest hint of avian flu. It is becoming endemic, so the days of real eggs may be numbered. Wild bird populations dip and recover as they get through it, but domestic chickens will not get that chance. Other animal diseases are available, so whilst not counting your chickens, don't expect to save your bacon either.

-3 ( +1 / -4 )

What an utterly daft product.

-4 ( +3 / -7 )

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