Culinary firm collaborates start-up, launch plant-based alternative foods

Japanese food makers in collaboration with start-ups hope to capitalize on growing consumer preference for vegetable-based diets.

Some have started offering a range of plant-fueled alternatives to dairy and other foods.

Kewpie, famous for its mayonnaise products, has now launched a line of egg-free goods that use substitute ingredients such as soy to recreate the taste and texture.

It plans to sell them online for Tokyo and surrounding areas before gradually expanding sales across the country.

“Our aim is to provide new options for diverse dietary needs,” said Ito Tsunaki of Kewpie. “We want people who can’t eat eggs to enjoy these substitute products.”

Kagome is best known for ketchup. The firm has collaborated with a Tokyo start-up to develop an egg-free omelet-and-rice dish that uses carrots and white kidney beans.

Already the company has started selling the product online and at some shops.