Eat Just Expands JUST Egg Product to Europe in Partnership with Vegan Food Group
Eat Just, the leading US provider of plant-based egg alternatives, has announced a groundbreaking partnership with the UK-based Vegan Food Group (VFG) to introduce its popular JUST Egg product to the European market.
VFG, a holding company that oversees brands such as VFC, Meatless Farm, Clive’s Purely Plants, and Tofutown, will be responsible for the exclusive manufacturing and distribution of JUST Egg products in Europe. The flagship product is currently made from a blend of mung bean protein, canola oil, turmeric, and other natural ingredients.
Matthew Glover, cofounder of VFG, revealed that while there will be slight adjustments to the recipe to cater to European consumers, the core mung bean ingredient will remain unchanged. He emphasized that the taste and quality of the product will not be compromised.
The manufacturing of JUST Egg products for the European market will take place at VFG’s facility in Lüneburg, Germany. Production is expected to commence later this year, with a focus on meeting the demand from retailers and food service providers across the continent.
Regulatory Approvals and Strategic Partnerships
Eat Just recently obtained regulatory approval to introduce mung bean protein in the EU, while UK regulators have also granted permission for the product. This positive development paves the way for the successful launch of JUST Egg in European markets.
Despite previous collaborations with other companies, including Eurovo and PHW Group, Eat Just will exclusively source mung bean protein for its European operations from its US-based facility in Minnesota.
The Rise of Plant-Based Alternatives
With avian flu disrupting traditional egg supply chains, the demand for plant-based egg alternatives like JUST Egg has surged. CEO Josh Tetrick highlighted the significant interest from various sectors, including the US military, convenience stores, restaurants, bakeries, and major fast-food chains.
Eat Just’s strategic focus on innovative products like JUST Egg and GOOD Meat, its cultivated meat division, reflects the company’s commitment to sustainability and meeting the evolving needs of consumers worldwide.
Conclusion
The partnership between Eat Just and Vegan Food Group marks a significant milestone in the plant-based food industry, signaling the expansion of JUST Egg into the European market. With a strong emphasis on quality, taste, and sustainability, the collaboration aims to meet the growing demand for innovative and ethical food alternatives.
As Eat Just continues to drive innovation and expand its product offerings, consumers can expect exciting developments in the plant-based food landscape, ushering in a new era of sustainable and delicious options.
