Vegan Food Group signs Europe production deal for Just Egg

The UK’s Vegan Food Group (VFG) has struck a deal to bring Eat Just’s plant-based egg, Just Egg, to European markets for the first time.

In a statement, VFG chairman Matthew Glover said the company has secured “exclusive” manufacturing and distribution rights for Just Egg across the UK and EU.

He described the agreement as a “landmark deal” for the company. The production of Just Egg in Europe is scheduled to begin later this year.

US-based 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.

Under the 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 added.

The journey of Just Egg to Europe has been in development for several years.

In 2018, Eat Just entered 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 launch was contingent on regulatory approval, which was granted by the European Food Safety Authority in October 2021.

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

VFG was originally in 2020 as VFC Foods by Adam Lyons and Glover, the latter known for launching the Veganuary campaign. The company has since grown its presence through M&A, with its portfolio including VFC, Meatless Farm and Clive’s.

In October, VFG has sold a manufacturing facility in Germany to tofu specialist The New Originals Company.