Just Egg, Eat Just's popular plant-based egg product, is set to make its European debut through a partnership with Vegan Food Group (VFG) backed by an £11.25 million investment. VFG will manufacture and distribute Just Egg exclusively in the UK and the European Union, with plans to build a fully automated production line at their facility in Germany to begin commercial production by the end of 2025.

The European plant-based food sector is experiencing steady growth, with emerging segments like plant-based eggs gaining consumer interest and investment. Just Egg's success in the US, where it captured over 99% of the market, has positioned the company well for expansion into Europe, aligning with consumers' increasing health awareness, sustainability concerns, and desire for more sustainable protein options. The partnership between Eat Just and VFG represents a significant step forward in transforming the plant-based food landscape across Europe, offering a more sustainable and animal-friendly alternative to traditional eggs.