The UK's first algae-based, vegan-friendly 'eggs' have been launched by British health-food store Holland and Barrett. Produced by US vegan food specialist Follow Your Heart, VeganEgg can be used in much the same way as regular eggs, including baking, scrambled eggs and omelettes.

VeganEgg is made using whole algae flour and protein, as well as vegan-friendly stabilisers and a plant-based firming agent. The 'eggs' come in powder form and are presented in packaging designed to resemble an egg carton. Each box contains the equivalent of 12 regular eggs and retails at £7.99 ($10). Containing 4.4g of fibre per serving and naturally high in healthy fats and micronutrients, the egg mixture contains half the calories of hens' eggs.

According to the Vegan Society, 543,000 people in the UK follow a vegan diet – a rise of 360% in the last 10 years. For more on how this phenomenon is affecting the food industry, see our report Culinary Provocateurs (part of our Currency of Dissent Macro Trend). For a broader sustainability context, read Reframing Rare.

See our coverage of Bitten LA for more new food innovations, as well as Extreme Ingredients for more on unusual ingredient developments.