Eat Just has announced a $25 million investment from private equity firm C2 Capital Partners, as it looks to strengthen its position in the Chinese market.

The deal marks the first investment in the alternative protein sector for C2, which was established in 2018 to provide growth capital and operational support to companies looking to scale in China. The firm’s anchor investor is Alibaba Group.

C2 is currently supporting Eat Just in areas including sales and branding, as well as with the plant-based egg maker’s go-to-market strategies and regulatory approach in China.

Eat Just’s Just Egg brand launched in the country on e-commerce platforms in 2019. The egg alternative is also available through a number of street vendors in Shanghai.

Josh Tetrick, co-founder and CEO of Eat Just, said: “We are grateful to partner with C2 to grow our business in China. Their unique market insights and know-how include logistics, branding, marketing, omni-channel sales and distribution and last-mile delivery.”

C2 managing partner, Steve Lin, added: “We are excited to support alternative protein pioneer Eat Just’s mission and to accelerate the growth of their innovative products and technologies in China by leveraging the unique insights and resources of the C2/Alibaba ecosystem”.

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