Eat Just has partnered with Vegan Food Group to bring their vegan egg alternative, Just Egg, to Europe. The deal includes an £11.5M investment to ramp up production at VFG's manufacturing sites in Germany and the UK. Just Egg has seen a surge in sales in the US market due to the egg crisis, with prices reaching all-time highs and consumers turning to plant-based alternatives.

The European launch of Just Egg has been long-awaited, with regulatory approvals finally obtained in 2021. VFG, looking to become a "vegan Unilever," will use the investment to enhance automation, extend shelf life, and improve product quality. With the egg crisis affecting both the US and Europe, the demand for alternative protein sources is growing, presenting a significant opportunity for companies like Eat Just to thrive in the plant-based food industry.