JUST Egg is Coming to Europe
Regulatory approval of the plant-based egg company’s key ingredient means that JUST Egg will soon enter the $10.7 billion European egg market.
Credit: Eat Just
The main ingredient for Eat Just’s vegan egg products has received approval from the European Food Safety Authority’s (EFSA) expert panel on nutrition.
This lays the foundations for the initial European launch of JUST Egg to take place in mid-2022 after the European Commission concludes its review. The European egg market is worth $10.7 billion.
The JUST Egg, made from protein-rich mung beans and free from cholesterol, is said to cook, look, and taste like the real thing - except it’s made entirely from plants and contains no animal products at all.
The ESFA approval of JUST Egg’s key ingredient, mung bean, makes it the first novel legume protein to be deemed safe under the regime that has governed all new food ingredients entering the European markets since May 1997. The scientific opinion by the EFSA panel was published in the EFSA Journal today.
“Bringing JUST Egg to Europe, and to millions of consumers who are choosing a healthier, more sustainable approach to eating, will be one of the most important milestones for our company. I appreciate the hard work of our team and, most importantly, the thoughtfulness and rigor of the EFSA panel that led to this historic safety approval,” said Josh Tetrick, co-founder, and CEO of Eat Just.
The renowned plant-based egg brand successfully collaborated with analyze & realize GmbH, a leading regulatory consulting agency specialized in natural health products, on the novel food dossier compilation and EFSA submission. The company is also actively engaging with the UK’s Food Standards Agency on a regulatory path to market.
From its initial launch in 2018, the JUST Egg has continued to disrupt the food sector, being sold in 24,000 retail outlets and 1,000 foodservice outlets, and in some places even being used to replace animal eggs entirely. It currently dominates the plant-based egg space, a category that grew by 168% in 2020, with other competitors including Zero Egg and Nestle.
European expansion is one of many made by the leading vegan egg company. Recent launches in South Africa and South Korea have added to Eat Just’s growing global presence, which also includes Canada, Hong Kong, Singapore, and China. In Asia, Eat Just is building a production facility in Singapore so that it can serve more markets across the continent.
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