Just Egg hits Germany through Rewe launch

Eat Just has started selling plant-based egg alternative Just Egg in Germany.

The brand is being sold in more than 200 Rewe outlets.

In April last year, The UK’s Vegan Food Group (VFG) struck a deal to launch Just Egg in European markets for the first time, Just Food reports.

The company secured “exclusive” manufacturing and distribution rights for Just Egg across the UK and EU.

The launch through Rewe marks Eat Just’s first step in rolling out the product in Europe.

Eat Just co-founder and CEO Josh Tetrick said: “We want to show that the tastiest eggs can come from plants – and make it easy for every household to choose that option.”

The product is available in around 280 Rewe supermarkets in cities including Berlin, Frankfurt and Mainz.

Later this year, it will be rolled out to more retailers, the US-based Eat Just said.

Eat Just develops egg alternatives using mung beans and 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.

Just Egg is available in markets including South Africa, South Korea, Canada, Hong Kong, China and Singapore,