US egg alternative brand Just Egg has announced its launch into the UK with its first listing at Ocado in the coming weeks.
Just Egg (rsp: £3.99/340ml or the equivalent of six eggs) is made from mung bean using a proprietary recipe and technology.
It contained 13g of protein per serving, equal to that of two eggs, less saturated fat, no cholesterol and no artificial flavours, the brand said.
Just Egg comes in liquid form and can be poured directly into a pan and cooked like a normal egg. It can also be used in baking and other recipes.
The launch has been long awaited with first suggestions of a UK launch in 2018. Now, the brand has been brought to the UK by the Vegan Food Group, which has exclusive rights to manufacture and supply Just Egg across European markets. It will be manufactured at the company’s German factory.
“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,” said Abigail Nelson-Ehoff, head of marketing at VFG. “We are excited to be bringing this latest and best formulation to the UK market.”
It has sold over 500 million chicken egg equivalents in the US since its launch in 2019 and is the leading plant-based egg on the market.
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