Under this agreement, VFG has secured exclusive rights to manufacture and supply Eat Just’s mung bean plant-based egg product, JUST Egg, across European markets.
To support the joint venture, VFG is investing an initial £5 million to create a fully automated production line dedicated to plant-based egg alternatives at its manufacturing site in Lüneburg, Germany.
The group is also committing a further £6.25 million across its UK and German manufacturing sites in order to enhance automation capabilities, drive innovation and boost operational efficiencies.
Commercial production of the plant-based egg range is expected to commence in the second half of 2025.
“Our partnership with Eat Just marks a significant milestone, aligning perfectly with our ambition to transform plant-based food across Europe,” said VFG chief executive Dave Sparrow.
“With substantial investment in next-generation production facilities, we are positioned not just to meet growing demand, but to shape the future of the category.”
VFG chair Matthew Glover added on LinkedIn: “This partnership is a huge leap forward in transforming plant-based food across Europe.
“Welcome to the future of eggs. No chickens required.”
Since launching in 2019, JUST Egg has become the leading plant-based liquid egg alternative in the US, with more than 500 million egg equivalents sold to date.
Commenting on the partnership with VFG, Eat Just founder and CEO Josh Tetrick said: “European consumers clearly desire innovative, sustainable food options, and collaborating with VFG is key to meeting that demand effectively.
“This investment in the Lüneburg facility represents a crucial step towards making high quality plant-based egg alternatives widely accessible to our global audience.”
VFG owns brands including VFC, Meatless Farm, Clive’s Purely Plants and TOFUTOWN, while it also fulfils own label contracts.
Sparrow sat down with Food Manufacture last year to discuss VFG’s mission to lead the plant-based category and put an end to intensive farming practices.
