Just Egg To Launch In The UK By The End Of 2022

California-based Eat Just - a company that makes the world's best vegan egg replacer JUST Egg has received approval from the European Commission and it's getting ready to roll out its product in Europe.

The landmark approval for a novel ingredient - the mung bean protein by the European Food Safety Authority paves the way for the launch of JUST Egg in Europe this year.

This decision means America’s favourite vegan egg brand can enter the market in countries belonging to the European Union and the European Free Trade Association. 

The company has also been actively working to receive the approval of the UK’s Food Standards Agency in order to launch the product in Britain by the end of 2022.

“Forward-thinking consumers in Europe have been asking for JUST Egg since the day it launched in the U.S. Whether because of climate change, health or a connection to animals, the demand has been significant as has interest from retail and foodservice partners. I'm grateful for the recent approval, which opens the door to begin distribution across Europe before the end of the year,” said Josh Tetrick, co-founder and CEO of Eat Just.

JUST Egg has been very popular since it's launch in the US three years ago. The product perfectly mimics the versatile abilities and functionality of real chicken eggs and can be used as an egg replacer in all cooking and baking recipes. With JUST Egg you can make perfect scramble, souflets, omellets, sauces, sponge cakes, muffins and more. 

JUST Egg is the first plant-based egg alternative made with mung bean protein. Earlier this year, the European Food Safety Authority’s (EFSA)determined that mung bean protein is safe under novel food requirements that have governed all new food ingredients entering Europe since May 1997.

Recent studies show European consumers are hungry for plant-based products and the egg alternatives category is one of the biggest. According to Nielsen data, European retail sales of plant-based foods reached €3.6 billion in 2020 – 28% higher than 2019 and 49% higher than 2018. In the past three years, plant-based egg sales in the US have grown more than 1,000% and JUST Egg represents more than 99% of the market.