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Cover issue 15

JUST vegan egg announces European launch

US-based food innovator, JUST, founded by CEO Josh Tetrick has announced that it has reached an agreement in principle to make JUST Egg available to European consumers.

The award-winning egg alternative is made from mung beans, but is used the same way as eggs and tastes the same, too. JUST’s liquid egg alternative is cholesterol-free, and contains no artificial flavours or saturated fatty acids, and is gluten-free.

JUST Egg only launched in September 2018, and has since sold the equivalent of over 2 million eggs, and was noted in TIME Magazine’s ’10 Smartest Sustainable Products of 2018’. The product has opened a gateway for consumers to enjoy egg-style dishes whilst still avoiding eggs for health, dietary, ethical and environmental reasons.

Speaking about the European launch, Tetrick said: “JUST was founded on the belief that fresh thinking, pioneering innovation and collaboration between start-ups and established companies can change the way we eat. JUST, the PHW Group and Eurovo will put this idea into practice and enable us to reach countless European consumers.

“The PHW Group#s proven expertise in sales and logistics and their sustained commitment to alternative protein sources has impressed us and we look forward to working together.”

Peter Wesjohann, CEO of the PHW Group, commented: “It is good news that we can offer JUST Egg to European consumers – a product that has exceeded all expectation in the US and is equivalent to the traditional egg.

“We will use all of our sales experience and market knowledge to make sure that JUST has the best possible debut in Europe.”

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