The closest thing to a vegan chocolate factory there is

I have never tried a Mummy Meegz product, but when I was young, I used to love chocolate and candy. I could tell you my favourites easily, and why I can still remember how they taste even though it’s been years—maybe even decades—since I’ve eaten them.

When you go vegan, you’re always looking for vegan versions of your favourite food, and those of us who love chocolate or candy have this cruelty-free empire to look to. Imitation, you say? I say better, superior versions! Let’s find out what makes ’em tick!

Date founded: 2017

Headquartered in: Yorkshire, UK

Founder(s): Meagan Boyle, Dean Adamson

Current CEO: Meagan Boyle

Current CMO/Marketing Director: Unknown

Annual revenue/marketing budget: Unknown

No origin videos exist, but you can read Meagan Boyle’s inspiration behind the brand here. LOVE seeing senior founders and entrepreneurs succeed!

Products:

• Choccy Balls
• M’z Gems
• Chuckie Egg
• Chickee Eggs

Brand features

1. Nostalgia

Mummy Meegz leans heavily into nostalgic confectionery, recreating beloved chocolate classics in vegan form. From its “Chuckie Egg” (a playful spin on the Creme Egg) to “M’z Gems” and “Chickee Eggs,” the branding taps into childhood favourites. It uses familiar product names to remind consumers of the original product but with a vegan spin.

2. Bright and bold design

Mummy Meegz uses bold pastels, simple fonts, and friendly characters to create an accessible look that pops off the shelf. The packaging shows the product in its design and immediately communicates the product type through clear imagery, leaving the consumer knowing exactly what they’re getting.

3. Ethical indulgence

The brand frames itself around the idea that treating yourself can still be good for the planet. It highlights ethical sourcing, dairy-free formulations, and eco-friendly packaging as part of its everyday offering. This “guilt-free chocolate” positioning allows it to occupy a niche between classic candy brands and health-focused vegan alternatives.

I couldn’t find any wide videos by or about the company, but there were two compare-and-review type videos both comparing the Chuckie Egg to Cadbury’s Creme Egg.

Top marketing tactics

1. Viral trends

Mummy Meegz taps into viral food trends to boost visibility, such as joining the “Dubai chocolate” craze with its own take on indulgent, glossy, and highly shareable vegan treats. Advent calendars are not a trend, but a way to participate in seasonal trends that most brands take part in. Mummy Meegz has latched onto this.

2. Brand partnerships

Mummy Meegz partners with grocery retailers and food brands to expand its reach and increase availability for consumers.

3. Product sampling

Mummy Meegz appears at stores across the UK to promote its products with samples, while interacting with potential customers to generate brand awareness.

Website: MummyMeegz.com
Facebook: Facebook.com/mummymeegzvegan
Instagram: @mummymeegz
LinkedIn: Linkedin.com/company/mummy-meegz
YouTube: Youtube.com/@Mummy_Meegz
TikTok: @mummymeegz