The UK’s Vegan Food Group (VFG) has successfully secured a deal to introduce Eat Just’s plant-based egg, Just Egg, to European markets for the first time.
In a recent statement, VFG chairman Matthew Glover emphasized that the company has obtained “exclusive” manufacturing and distribution rights for Just Egg throughout the UK and EU.
He highlighted this agreement as a “landmark deal” for the company, noting that production of Just Egg in Europe is set to commence later this year.
Based in the US, Eat Just specializes in developing alternative egg products using mung beans and also produces plant-based mayonnaise and dressings.
Founded in 2011 by Josh Tetrick, the company has also expanded into cell-based meat through its subsidiary Good Meat.
Under the terms of this agreement, VFG will invest £11.5m ($15.2m) in a “fully automated” production line at its Lüneburg facility in Germany, which it claims is Europe’s “largest” dedicated plant-based site.
“This partnership is a huge leap forward in transforming plant-based food across Europe,” Glover remarked.
The journey of Just Egg’s market entry into Europe has taken several years to develop.
In 2018, Eat Just signed a manufacturing and distribution deal with Italian egg supplier Eurovo, followed by a sales and distribution agreement with German poultry company PHW Group in 2019.
The product launch hinged on regulatory approval, which was granted by the European Food Safety Authority in October 2021.
Just Egg is now available in various markets, including South Africa, South Korea, Canada, Hong Kong, China, and Singapore.
VFG, originally known as VFC Foods, was established in 2020 by Adam Lyons and Glover, the latter well-known for launching the Veganuary campaign. The company has since expanded its footprint through mergers and acquisitions, encompassing VFC, Meatless Farm, and Clive’s in its portfolio.
In October, VFG divested a manufacturing facility in Germany to tofu specialist The New Originals Company.
