JUST Egg secures European expansion through Vegan Food Group partnership

Eat Just, the company behind the plant-based egg alternative JUST Egg, is set to expand into the European market through a new partnership with the Vegan Food Group (VFG). This collaboration grants VFG exclusive rights to manufacture and distribute JUST Egg across Europe.​

To support this venture, VFG is investing £11.5 million ($15.2 million) in a fully automated production line at its facility in Lüneburg, Germany—one of Europe’s largest dedicated plant-based factories. The new line is expected to produce the equivalent of 500 million eggs annually, with production slated to begin in late 2025.

The mung bean protein, the primary ingredient in JUST Egg, will be supplied by Eat Just from its Minnesota facility. Other ingredients and packaging materials will be sourced locally within Europe.

This move comes at a time when the demand for plant-based alternatives is growing, partly due to rising egg prices and concerns over avian flu outbreaks. JUST Egg has already seen significant success in the U.S., capturing a substantial share of the plant-based egg market.  

VFG, which owns brands like VFC, Meatless Farm, Clive’s Purely Plants, and Tofutown, aims to become a major player in the European plant-based food sector. The partnership with Eat Just aligns with VFG’s strategy to consolidate a portfolio of innovative plant-based products.

The initial rollout of JUST Egg will focus on the UK and Germany, leveraging VFG’s existing distribution networks, with plans to expand to other key European markets thereafter.

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