Just Egg cracks into UK market with plant-based alternative

Just Egg, the US plant-based egg brand that has sold the equivalent of more than 500 million chicken eggs since its 2019 debut, is arriving in the UK for the first time. The launch, led by the Vegan Food Group (VFG), marks a significant step in expanding the product’s reach to a new audience of consumers seeking alternatives to conventional eggs.

Made from mung beans, a sustainable and protein-rich legume, Just Egg is designed to look, cook, and taste like a traditional egg. It contains as much protein as a chicken egg but with less saturated fat, and it is free from cholesterol, allergens, and gluten. The liquid product can be poured straight into a pan and used in dishes ranging from scrambled eggs and omelettes to French toast, quiches, cakes, and Yorkshire puddings.

Abigail Nelson-Ehoff, Head of Marketing at VFG, said the company is keen to introduce a category that has been largely absent from the UK’s plant-based offering. “Eggs are one of the most common foods on the planet, spanning many cultures and cuisines, so we are proud to introduce Just Egg to the UK and educate customers that a plant-based egg exists, and it is delicious,” she commented.

“The technology behind Just Egg has come a long way since it launched back in 2019 and we are excited to be bringing this latest and best formulation to the UK market.”

The brand positions itself as a versatile, planet-friendly staple for vegans, flexitarians, those with egg intolerance, or anyone seeking healthier options without compromising taste. According to VFG, the product caters to a variety of lifestyles, offering a familiar texture and flavor profile while also contributing to a more sustainable food system.

Registered Nutritionist and three-time Sunday Times bestselling author Rhiannon Lambert said Just Egg broadens the choices available to consumers. “Just Egg offers a great alternative option for people with different dietary requirements and preferences, while also supporting a more sustainable future for our food system,” she said. “Made from plants, it provides a source of plant-protein and fits easily into a balanced diet for those looking to enjoy an egg style dish in a new way. Just Egg is another example of how everyday foods are evolving to offer more choice for different lifestyles and needs.”

The launch is part of a wider partnership between VFG and Eat Just, the US company behind Just Egg. The agreement gives VFG exclusive rights to manufacture and supply the plant-based egg across European markets, allowing the brand to scale production closer to its target consumers.

In the UK, plant-based innovation has largely focused on meat and dairy alternatives, but eggs have seen little in the way of commercially successful replacements. VFG says Just Egg addresses that gap by offering a product that can be used in the same way as conventional eggs, whether in savory or sweet recipes.

Each serving contains 13g of protein, is low in saturated fat, and contains no artificial flavors. The formulation includes water, mung bean protein (13%), rapeseed oil, acidity regulator (E332), salt, corn starch, natural flavorings, tapioca starch, color (carotenes), yeast extract, firming agent (E333), dried garlic, and maltodextrin.

Just Egg will be available in the UK in the coming weeks through online supermarket Ocado, priced at £3.99 (US$5.15) per bottle. British consumers can sign up at www.eggsfromplants.co.uk to receive updates on availability and recipes.

Since its introduction in the USA, Just Egg has positioned itself as a leader in the plant-based egg market. Its growth has been supported by increasing consumer interest in sustainable protein sources and greater acceptance of plant-based products as part of everyday diets.

VFG, which also owns Meatless Farm, VFC, and Clive’s Purely Plants, sees the UK launch as a natural next step in the product’s global expansion. The group plans to leverage its existing retail and foodservice relationships to bring Just Egg to more outlets following its initial Ocado debut.

In both branding and formulation, the company has emphasized accessibility – both in taste and usage. Just Egg can be used by consumers new to plant-based eating, as well as those already committed to it. Its versatility also makes it a fit for professional kitchens looking to adapt menus for dietary inclusivity without sacrificing quality.

The launch comes at a time when plant-based products continue to gain traction in the UK, although the pace of growth has slowed compared to the category’s initial surge. Industry analysts note that the next phase of expansion will depend on brands offering products that meet mainstream expectations in taste, price, and convenience. Just Egg’s US performance, where it has become the leading brand in its segment, suggests it may be well-positioned to do so.

For VFG, the product also reflects its broader mission to innovate across all major animal-derived food categories. “With Just Egg, we’re not just filling a gap in the market, we’re rethinking what everyday staples can look like when they’re made from plants,” Nelson-Ehoff said.

Consumers in the UK will soon be able to test that proposition for themselves, whether in a breakfast scramble, a weekend brunch omelette, or a batch of homemade cakes.