Mummy Meegz sets its stall out as vegan M&M rival

Ethically sourced vegan chocolate brand, Mummy Meegz, has made a key segment innovation with its latest offering in the form of M’z Gems – the vegan alternative to Chocolate M&M and Peanut M&M, writes Neill Barston.

Founded in 2018, the brand has rapidly expanded amid wider category growth, underpinned by its mission to make its distinctive creamy ‘M!lk Choc’ swaps that have been created with sustainability at their core.

The business was created by a 75 year-old passionate vegan, Meagan (Meegz), who is also an activist and cook with a chocolate obsession. From her specialist cafe in Yorkshire, she has spent decades creating amazing vegan chocolate! It wasn’t long until word got out and with the help of her son-in-law Dean, Mummy Meegz launched in stores around the UK and beyond.

As she noted, her enterprise is on a mission make ‘mind-blowingly good creamy “m!lk” chocolate swaps,’ with the company being supported by not-for-profit vegan investment fund Veg Capital, which donates its profits to animal-based charities, as well as support businesses that offer vegan alternatives to consumers.

Its latest range is available in both chocolate and peanut flavour, the new M’Z Gems have been created with irresistibly creamy Mummy Meegz “M!lk” chocolate and encased in a sweet, crunchy shell. Aside from being 100% vegan, these delectable treats are also palm oil free and certified gluten-free, and all come in recyclable packaging.

With an 80g sharing pack of M’z Gems just £2.49, this new and delicious vegan creation is already available online via trusted platforms Goodness Goodies, Vegan Candy Man and Amazon and is also listed nationally across The Range stores, with more retailers to be announced in September 2024.

The launch of the new M’z Gems range follows an exciting period of growth for Mummy Meegz, after its unprecedented success of its Vegan Cream Egg and Mini Eggs during Easter 2024.