Cruelty-free, vegan eggs by California-based food tech company JUST will launch this year in Europe, subject to regulatory approval.
Made from mung beans, the JUST Egg was made for consumers looking for a healthier, more sustainable way to eat eggs. It cooks and tastes the same as chicken eggs and has roughly the same amount of protein. It’s also free from cholesterol, saturated fat, and artificial flavoring.
JUST’s expansion throughout Europe is being made possible thanks to a collaboration with German poultry player PHW Group as well as Eurovo Group, Europe’s leading producer and distributor of packaged, pasteurized, and dried eggs.
“JUST was founded on the belief that fresh thinking, technological and culinary innovation and partnerships between startups and established companies could change our food system for the better,” said Josh Tetrick, co-founder and CEO of JUST, in a statement. “JUST, Eurovo and PHW will put that idea into practice and allow us to reach countless European consumers.”
The product is currently available in the United States, where it has appeared in breakfast burritos for fast food chain Veggie Grill. When the JUST Egg first hit store shelves in Southern California, it outsold chicken eggs.
“PHW’s proven expertise in distribution and logistics and its sustained commitment to alternative sources of protein impressed us and we’re excited to work with them,” Tetrick continued.
“It’s great news that PHW will be able to offer JUST Egg to European consumers – a product that has exceeded all expectations in the United States and is on a par with conventional eggs. We will use all of our sales experience and market knowledge to ensure that JUST has the best possible debut in Europe,” said Peter Wesjohann, CEO of the PHW Group.
As well as offering a cruelty-free way to enjoy the flavor of eggs, the JUST version is also kinder to the planet. The vegan egg’s ingredients require less surface and groundwater than conventional chicken eggs and have a lower carbon footprint, helping the JUST Egg claim the title of one of TIME’s “Smartest Sustainable Products of 2018.”
Subject to European regulatory approval, the JUST Egg is set to become available in Europe in the fourth quarter of 2019.
Image Credit: JUST