Vegan Food Group (VFG) has announced a new partnership with US food-tech company Eat Just, creator of the Just Egg product.

Under the agreement, VFG has secured the exclusive rights to manufacture and supply Eat Just’s mung bean plant-based egg alternative across European markets, making it the sole producer in the region.

Just Egg has sold over 500 million products since its 2019 launch, with Eat Just having raised over £650 million in capital to date, bolstering its strong position in the US market.

To support the joint venture, VFG is investing an initial £5 million into creating a fully automated production line dedicated to plant-based egg alternatives at its manufacturing site in Lüneburg, Germany.

Additionally, it will commit a further £6.25 million across its UK and German manufacturing sites to significantly enhance automation capabilities, drive innovation and boost operational efficiencies. This is expected to directly benefit retail and foodservice partners through reduced waste, longer product shelf life and enhanced product quality.

VFG was officially established in 2024 following a strategic rebranding of British alt-meat brand VFC Foods, now one of four brands under the VFG umbrella. The group, founded by Veganuary co-founder Matthew Glover and chef Adam Lyons, has acquired Meatless Farm, Clive’s Purely Plants and Tofutown, aiming to reshape the global food system with ambitions to become a ‘vegan Unilever’.

Commenting on the Eat Just collaboration, VFG’s group CEO, Dave Sparrow, said: “Our partnership with Eat Just marks a significant milestone, aligning perfectly with our ambition to transform plant-based food across Europe. 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.”

Josh Tetrick, founder and CEO of Eat Just, added: “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.”

Commercial production of the plant-based egg range is expected to commence during the second half of 2025 from Lüneburg, with launch plans to be revealed soon.