JUST Egg, the hugely popular plant-based egg alternative developed by US food tech company Eat Just, is set to enter the European market through a partnership with Vegan Food Group (VFG).
VFG has secured exclusive European manufacturing and distribution rights for JUST Egg, which will allow the product to launch in the EU and the UK for the first time. Backed by an £11.25 million investment, VFG is building a fully automated production line at its Lüneburg site in Germany, which is said to be Europe’s largest dedicated plant-based facility.
The company says it is also investing across its UK and German sites to boost automation, extend shelf life, cut waste, and improve product quality. Commercial production of JUST Egg is expected to begin in late 2025.
VFG was formed in January of last year, initially encompassing VFC (Vegan Fried Chicken) and its acquired brands Meatless Farm and Clive’s Purely Plants. Just a month later, VFG acquired TOFUTOWN, claiming this would provide a clear line of sight for scaling its revenues beyond €100 million in 2024.
“A product for everyone”
The news of Just Egg’s European expansion comes less than a year after the brand launched a new formulation in the US, claimed to be its most significant advancement in flavor, texture, and functionality since the product’s introduction in 2019. The new variation features a cleaner flavor profile with an enhanced creamy and fluffy texture.
As the avian flu crisis continues to affect conventional egg supply chains, JUST Egg has reported that its sales are surging, growing five times faster than chicken eggs and five times faster than last year. The brand recently launched a “Bird Flu Bailout” campaign, offering breakfasts made with its plant-based eggs at over 50 independent New York bodegas.
“Millions of Americans are seeing there’s an egg from a plant for the first time – from bodegas across New York City to convenience store chains in Pennsylvania to rural breakfast spots in North Carolina,” said Joshua Tetrick, CEO and co-founder of Eat Just. “We’ve always believed Just Egg is a product for everyone, and this moment proves it.”
