Just Egg Secures European Debut Backed by $14.8 Million Investment

Eat Just’s flagship product, Just Egg, is finally coming to Europe. In a move that signals both the growing appetite for plant-based innovation and the expanding global influence of US food tech, the company has entered a landmark partnership with Vegan Food Group (VFG), granting VFG exclusive rights to manufacture and distribute JUST Egg across the UK and the European Union.

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The deal is backed by a £11.25 million (approximately $14.8 million) investment and includes plans to build a fully automated production line at VFG’s Lüneburg facility in Germany—already the largest dedicated plant-based food site in Europe. “We’re thrilled to announce a major partnership between Vegan Food Group and Eat Just, Inc.,” Matthew Glover, chair of VFG said in a LinkedIn post announcing the partnership.

Just Egg’s European expansion

VFG will also expand automation efforts across its UK and German operations to extend shelf life, reduce waste, and improve quality. Commercial production is expected to begin by the end of 2025.

Just Egg’s arrival comes amid a period of steady growth for the European plant-based food sector. According to the Good Food Institute Europe, sales across six leading European markets reached €5.4 billion (approximately $6.13 billion) in 2023, a 5.5-percent increase over the previous year. While plant-based milk and meat still dominate category share, emerging segments like eggs are beginning to capture consumer interest—and investment.

Eat Just

Currently valued at $194.6 million globally, the plant-based egg market is expected to reach more than $627 million by 2034, according to a report by Global Market Insights. Analysts cite a combination of rising health awareness, animal welfare concerns, and a push for more sustainable proteins as the key factors fueling this growth.

For Just Egg, the timing could not be better. After launching in the US in 2019, Eat Just sold the equivalent of 500 million chicken eggs within four years, securing more than 99 percent of the American plant-based egg market. In 2022, the European Commission approved mung bean protein—JUST Egg’s core ingredient—clearing the final hurdle for the product’s expansion into the region.

The company’s partnership with VFG, the parent group behind Meatless Farm and vegan chicken brand VFC, positions it to scale quickly across multiple European markets. Glover, who also co-founded Veganuary and VFC, framed the announcement as more than just a business deal: “This partnership is a huge leap forward in transforming plant-based food across Europe,” he said.

Eggs 2.0

Just Egg’s success reflects broader consumer shifts. According to Mintel, nearly one in three UK adults reduced egg consumption in 2022, citing cholesterol concerns and a desire for more sustainable options. Additionally, the avian influenza outbreak that’s affecting conventional egg supply is pushing many consumers to seek out alternatives. The availability of plant-based egg products that scramble, bake, and fry like their animal-based counterparts has helped ease that transition.

Eat Just

And as the European Union ramps up its climate goals under the Farm to Fork strategy, plant-based proteins are increasingly seen as an essential lever to reduce the bloc’s agricultural emissions. Just Egg’s mung bean protein uses significantly less land, water, and carbon than traditional eggs, according to company data.

For VFG, the Just Egg partnership signals a shift toward long-term manufacturing infrastructure. Its Lüneburg site is designed for scale, and with new automation and efficiency upgrades, the company is poised to become one of Europe’s most advanced hubs for next-generation food production.

Glover noted that beyond the technical build-out, the company is also supporting foodservice and retail partners with innovation and operational guidance. “We can’t wait to share more launch news soon,” he added. “Welcome to the future of eggs. No chickens required.”