Just Egg, a plant-based egg alternative, has made its debut in Germany through selected REWE stores. Produced in Lüneburg, Germany, the product is a functional substitute for conventional chicken eggs, being high in protein, low in fat, and cholesterol-free. With consumer habits in Germany shifting towards more sustainable and plant-based food choices, Just Egg aims to cater to not only vegan consumers but also those with dietary restrictions or seeking healthier alternatives. The initial rollout includes around 280 REWE stores across select regions, with plans to expand availability nationwide through additional retail partners later in the year.

Eat Just, the company behind Just Egg, has sold over 500 million units in the US since its launch in 2019, making it the leading product in the US plant-based egg category. With Just Egg's entry into the European market, Eat Just aims to show that a tasty and sustainable alternative to eggs can come from plants. CEO Josh Tetrick emphasizes the company's goal of making it easy for every household to choose plant-based options, reflecting the increasing popularity of plant-based consumption in Germany and beyond.