JUST, formerly known as Hampton Creek, has announced that its highly-anticipated vegan egg will launch in Europe in the fourth quarter of 2019.
JUST, formerly known as Hampton Creek, has announced that its highly-anticipated vegan egg will launch in Europe in the fourth quarter of 2019, subject to European regulatory approval.
The JUST Egg, which claims to “cook and taste like conventional chicken eggs” is made with mung beans, and according to Just uses 77% less water than standard eggs and emits 40% fewer greenhouse gases during production than chicken eggs.
The expansion has been made possible thanks to JUST collaborating with German poultry producer PHW Group and Italian egg supplier Eurovo Group.
In a statement, co-founder and CEO of JUST, Josh Tetrick, said: “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. JUST, Eurovo and PHW will put that idea into practice and allow us to reach countless European consumers.”
“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.”
JUST had previously already agreed to a deal with Italian egg supplier Eurovo Group following the US launch of its plant-based alternative to liquid eggs in 2018. The vegan product is set to become the first “non-animal product” in producer and distributor Eurovo’s portfolio.
Speaking about the decision to team up with an egg supplier to distribute the vegan product, Just co-founder and CEO Josh Tetrick said: “Despite our differences in approach, together we can bring food that’s better for consumers and better for the planet, to more people, faster.”
“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,” said group president Siro Lionello of Eurovo.
“Our alliance with Just fits into an innovation and sustainability strategy that began more than 20 years ago with Eurovo Group’s investments in alternative farming of cage-free, free-range and organic eggs and egg products, as well as an antibiotic-free egg products portfolio in response to animal welfare practices and demands of our customers.”