UK-based Vegan Food Group has secured exclusive European rights to the popular plant-based egg product Just Egg, in collaboration with San Francisco brand Eat Just. The product, made from mung beans and cholesterol-free, will be manufactured in Germany and distributed across the UK and EU later this year. The move comes amid a growing demand for vegan alternatives in Europe, with Just Egg already experiencing high sales in the US.

Just Egg is a versatile product that can be used in a variety of recipes as a substitute for traditional eggs. Rising prices of traditional eggs in the US due to a bird flu outbreak have contributed to the increased popularity of Just Egg. With Europe's large plant-based market, the arrival of Just Egg on the continent is expected to further boost sales. Eat Just co-founder Josh Tetrick highlighted the collaboration as a significant step in meeting the demand for innovative and sustainable food options in Europe.