Vegan Food Group Brings Just Egg to the UK, Serving a New Kind of Breakfast

Just Egg, the wildly popular plant-based egg alternative from the United States, has officially made its debut in the United Kingdom. Made from mung beans, this vegan-friendly product is being praised as a healthier, more sustainable, and entirely cruelty-free substitute for traditional chicken eggs. The San Francisco-based food technology company, Eat Just, has developed it and is being introduced to UK consumers through Vegan Food Group. The company is led by Matthew Glover, who is best known as the founder of Veganuary.

According to Vegan Food Group, Just Egg not only looks and tastes like a conventional egg, but also behaves like one in the kitchen. You can scramble it, bake with it, or cook it into omelettes, French toast, Yorkshire puddings, and more. Nutritionally, it matches regular eggs in protein content but contains significantly less saturated fat and no cholesterol.

Interest in egg alternatives has been climbing sharply, especially as egg prices in the United States continue to rise. Earlier this year, Just Egg experienced a massive boost in demand. Josh Tetrick, CEO of Eat Just, reported that sales in January were five times higher than during the same month the previous year. By March, more than fifty bodegas in New York City had started offering Just Egg in breakfast sandwiches as a way to keep prices in check.

To date, Just Egg has sold the equivalent of over 500 million chicken eggs in the US alone, making it the top vegan egg brand in the country. Now, Eat Just is setting its sights on the UK, hoping to replicate that success across the Atlantic.

“Eggs are one of the most common foods on the planet, spanning many cultures and cuisines,” said Abigail Nelson-Ehoff, head of marketing at Vegan Food Group. “So we are proud to introduce Just Egg to the UK and educate customers that a plant-based egg exists, and it is delicious.”

British shoppers can expect to find Just Egg on Ocado in the coming weeks, with each bottle priced at £3.99. The launch marks a significant step forward for plant-based innovation in the UK. For consumers seeking nutritious, climate-conscious alternatives, it may be just the breakfast upgrade they have been waiting for.