Europe: Eat Just given greenlight to launch egg alternative in EU
US company to gain exclusive control over EU plant-based egg market for at least five years
Egg-replacement maker Eat Just has been given the greenlight to launch its mung bean protein alternatives within the European Union in Q4 of this year.
The European Commission this week authorised the start-up to market its products this week, after amending its novel food regulations.
The European Food Safety Authority (EFSA) carried out a risk assessment into the safety of mung bean protein and deemed it safe for consumption, paving the way for the US-based brand to launch in the 27 EU countries.
Eat Just will gain exclusive control over the European plant-based egg market for at least five years, as other food businesses will be required to obtain similar authorisation to market their own mung bean protein-based products within the EU.
The company collaborated with lobbyist and consulting agency analyze & realize GmbH on its submission to the European Commission and EFSA, and is now actively engaging with the UK’s Food Standard’s Agency to pass similar regulations in the UK.
Josh Tetrick, co-founder and CEO of Eat Just, said: “Forward-thinking consumers in Europe have been asking for [us] since the day it launched in the US.
“Whether because of climate change, health or a connection to animals, the demand has been significant as has interest from retail and foodservice partners. I’m grateful for the recent approval, which opens the door to begin distribution across Europe before the end of the year,” he added.
According to data from the Plant Based Foods Association, the Good Food Institute and SPINS, Eat Just’s Just Egg product represents over 99% of the US plant-based egg category, with wider sales growing 42% year-on-year in 2021.