On-trend plant-based food tech company JUST has announced that it is to launch its vegan scrambled egg products in Europe.

San Fransisco headquartered JUST (formerly Hampton Creek) is partnering with Eurovo Group, Europe’s leading producer and distributor of packaged, pasteurized, and dried eggs, to assist with its expansion into Europe.

JUST plant-based scramble (in the US the product goes by the rather more upfront name JUST Egg) is expected to gain distribution in Italy, Spain, France, Poland, and Romania. Exact launch dates have yet to announced.

JUST believes it has chosen its European partner – a leading egg industry operator – carefully. By “working with the egg industry, instead of competing against it”, JUST thinks it will be able to expand quicker and more effeciently.

JUST co-founder and CEO, Josh Tetrick, commented: “When Eurovo’s team visited JUST to see our world-class R&D operation and when I travelled to Italy to tour their impressive egg production and egg processing facilities, there was a sense of mutual respect and admiration for innovation and science. Despite our differences in approach, together we can bring food that’s better for consumers and better for the planet, to more people, faster.”

Eurovo Group president, Siro Lionello, added: “Balancing modernity and tradition while embracing changing consumer preferences and reducing our environmental footprint is a cornerstone of our business and this relationship ensures that this approach will continue,” he said.

JUST Egg is made from mung beans – which the company says “scrambles magically like egg” – and gets its eggy yellow colour from turmeric. It joins a growing line-up of innovative plant-based foods, including JUST Mayo and JUST Ranch (yellow peas are the hero ingredient here), Cookie Dough and Power Gari (an oatmeal-like product developed with Liberian partner Kawadah Farms with ingredients sourced locally from small-scale farmers).

EUROVO GROUP, ITALY, JUST, JUST EGG, MUNG BEAN, PLANT-BASED, VEGAN

ABOUT THE AUTHOR

Jim Manson
Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age