JUST Egg Cracks Into Europe With Vegan Food Group Deal

Courtesy: Eat Just

JUST Egg, the plant-based egg alternative developed by U.S. food tech company Eat Just, is set to debut in Europe through a new partnership with the UK’s Vegan Food Group (VFG). Under the agreement, VFG will hold exclusive manufacturing and distribution rights for JUST Egg across the UK and the European Union.

To support the rollout, VFG is investing £11.5 million into a fully automated production line at its manufacturing facility in Lüneburg, Germany. The site, described by the company as the largest dedicated plant-based facility in Europe, will serve as the hub for producing JUST Egg for European markets. Commercial production is expected to begin in the second half of 2025.

The move marks a significant expansion for Eat Just, which has spent several years preparing for entry into the region. Previous attempts included agreements with Italian egg supplier Eurovo in 2018 and German poultry firm PHW Group in 2019. However, full market entry was delayed until the European Food Safety Authority approved the product in October 2021.

Founded in 2011 by Josh Tetrick, Eat Just is known for developing egg alternatives using mung beans, as well as plant-based mayonnaise and dressings. In the U.S., JUST Egg has become a leader in the category, benefiting from rising consumer interest in alternative proteins and growing concerns about egg supply stability due to avian flu outbreaks. The company recently introduced an updated formulation of JUST Egg, which it claims offers improved flavor and a creamier texture.

Speaking about the European deal, VFG chairman Matthew Glover called it a “landmark” moment for the company. “This partnership is a huge leap forward in transforming plant-based food across Europe,” he said. VFG Group CEO Dave Sparrow added that the investment is aimed at improving production efficiency, enhancing product quality, and better serving retail and food service partners.

Beyond the Lüneburg site, VFG will allocate an additional £6.25 million across its UK and German facilities to increase automation, extend shelf life, and cut waste. These upgrades, according to the company, are intended to support its broader strategy of scaling plant-based food production across Europe.

The JUST Egg expansion also aligns with VFG’s rapid growth trajectory. Originally founded in 2020 as VFC Foods by Glover and Adam Lyons, the company restructured as Vegan Food Group in early 2024. Its brand portfolio now includes VFC (Vegan Fried Chicken), Meatless Farm, Clive’s Purely Plants, and TOFUTOWN—a strategic acquisition that VFG says gives it a clear path toward exceeding €100 million in revenue this year.

Eat Just’s expansion into Europe comes at a time when plant-based foods are seeing steady demand growth across the region. The availability of JUST Egg is expected to appeal to consumers seeking egg alternatives that offer convenience, nutritional value, and reduced environmental impact.

JUST Egg is already sold in several global markets, including South Africa, South Korea, Canada, Hong Kong, China, and Singapore. The European launch will be its most ambitious international rollout to date. Specific launch timelines and retail partners are expected to be announced closer to the production start date in late 2025.

In a statement, Eat Just CEO Josh Tetrick said the partnership with VFG is a crucial step in bringing innovative, sustainable food options to European consumers. “Collaborating with VFG ensures we can meet demand effectively while making high-quality plant-based egg alternatives widely accessible,” he said.

With investments in infrastructure, automation, and product innovation, both companies are positioning themselves at the forefront of plant-based food manufacturing in Europe. The agreement reflects broader shifts in consumer preferences and a market increasingly receptive to alternatives to conventional animal products.