The JUST Egg may launch in Europe by the end of the year.
During this year’s virtual New Food Conference, Eat Just CEO Josh Tetrick revealed that the company is in the process of working with regulators to gain approval for the sale of its plant-based egg in the EU. “We are optimistic that we will be launching by the end of the year,” he said in a statement sent to LIVEKINDLY.
Tetrick envisions the JUST Egg could become the “most consumed egg in the world.”
“It is more healthy, you don’t need the chicken. In order to eat an animal, you need to slaughter, you need to use antibiotics, you need to tear down the rainforest. Or maybe this used to be the case, it’s not anymore,” he said.
Made from mung bean protein, the JUST Egg comes in liquid form, and cooks like a chicken egg; it can be used to make scrambles, omelets, quiches, and other egg dishes.
The JUST Egg launched in the U.S. market in 2019 and has since expanded to China. Eat Just first announced its intention to launch in the EU market in 2019. It is now available in Canada and the food technology company plans to expand to Latin America as well. Since launching the bottled version, Eat Just has introduced a folded version of the JUST Egg as well as JUST Egg Sous Vide.
What Is the New Food Conference?
Berlin-based organization ProVeg International hosted the New Food Conference on April 28 and 29. It centered on alternative protein solutions to conventional animal products. The event welcomed more than 400 participants. This includes key players in the food industry, such as Eat Just, California’s Beyond Meat, Sweden’s Oatly, French multinational supermarket corporation Carrefour, and food-focused venture capital startup Synthesis Capital.
The aim of the conference is to “accelerate and empower innovative food technologies,” according to the website. The event brings together big players in the plant-based food space, a well as startups, NGOs, and academia.
The existential threat of climate change is one of the most pressing issues of our time. And food, specifically animal agriculture, accounts for a large chunk of global greenhouse gas emissions. Brands such as Eat Just and Beyond Meat produce plant-based products with a lower carbon footprint. Both companies aim to reach beyond a vegan and vegetarian consumer base.
“You don’t change the world by selling less meat to vegetarians. The vision was simply: let’s make meat out of plants and sell it to meat-eaters,” Beyond Meat’s Will Schafer said at the event.
Along with plant-based eggs and mayonnaise, Eat Just has developed cultured chicken—real chicken meat grown from animal cells—which recently became available for home delivery in Singapore.
