JUST Egg will be sold in Europe after receiving regulatory approval


European vegans almost went green with envy waiting for Eat Just’s JUST Egg to come across the pond. Now, after a year of anticipation, the wait is over. The Californian brand has just announced that the European Commission has finally approved the commercial sale of its mung bean protein. Eat Just’s innovative egg substitute was first given the green light by the European Food Safety Authority (EFSA) in October 2021, but needed that final approval.

just eat JUST Egg sets itself apart from its competitors by using the inventive mung bean protein blend, designed to mimic the taste, cookability and nutrient content of traditional animal-derived eggs. EFSA’s approval marks the first time the administration has considered a new pulse protein to be safe since 1997. The ruling will set a new precedent for plant-based foods across Europe, as Eat Just plans to distribute its popular egg replacer by the end of the year.

“Forward-thinking consumers in Europe have been asking for JUST Egg since the day it launched in the US,” Eat Just co-founder and CEO Josh Tetrick said in a statement. “Whether due to climate change, health or a connection to animals, demand has been strong, as has interest from retail and food service partners. I am grateful for the recent approval, which opens the door to start distribution across Europe before the end of the year.

Eat Just revealed that Germany and Denmark are “key targets” for JUST Egg. The company also plans to enter the UK soon, noting that Eat Just is working with the UK Food Standards Agency on a regulatory path to market.

Plant-based eggs strive to achieve price parity with chicken eggs

Founded in 2011, Eat Just set out to create a plant-based egg substitute that could make traditional chicken eggs obsolete. The company first unveiled its JUST Egg product in 2019, becoming an international sensation within a month. The company quickly expanded its distribution range across the United States and into Canada, South Africa and China. Working closely with retailers and chefs, Eat Just’s egg substitutes aim to revolutionize animal-free cooking.

Eat Just continues to re-develop the JUST Egg to reduce its price. The company intends to make its egg substitute the most affordable egg product on the market, whether plant-based or not. The company has dropped the price of its 12-ounce bottle by 35%, available for $4.99 instead of the average $7.99. Some retailers offer the mung bean egg substitute for as little as $3.94. The company says the bottle is equivalent to 8 eggs, and with a dozen chicken eggs available for $6 a dozen, Eat Just is approaching price parity.

“This first-ever EU approval of a new pulse protein marks a major step forward for the plant-based foods sector. It is great news that European citizens will soon be able to try JUST Egg, which consumers in other parts of the world are already enjoying,” said Alex Holst, Senior Policy Manager at the Good Food Institute Europe, in a statement. “European regulators should continue to effectively assess new plant-based ingredients and make more sustainable options available to consumers.”

Saving the planet one egg at a time

Eat Just’s signature egg substitute is taking on the chicken egg industry worldwide, and now the company is planning to dramatically reduce egg sales across Europe. Currently, more than 1.3 trillion eggs are consumed worldwide each year. In Europe, people eat around 110 billion eggs, leading to significant ethical and safety issues in European egg industries. As seen in The New York Times expose, the poultry industry is circumventing safety and health protocols for greater efficiency, leading to risks of zoonotic diseases.

Eat Just also points out that its JUST Egg products offer customers a remarkably sustainable alternative to traditional eggs. JUST Egg uses 86% less land, wastes 98% less water and produces a 93% lower carbon footprint than its animal counterparts. With its entry into Europe, Eat Just will help promote an already accelerating plant-based egg market. Current estimates predict that the global vegan egg market will reach $1.2 billion by 2031.

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