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  • V2Food acquires Daring Foods, partners with Ajinomoto

    Australian plant-based food group V2Food has formed a strategic partnership with global food science company Ajinomoto, and has also recently acquired US vegan chicken brand Daring Foods. The acquisition enables V2Food to benefit from California-based Daring’s strong presence in the US market, where its unbreaded soya-based chicken products are available in retail and foodservice. It will enable V2Food to accelerate its international expansion and combine its proprietary technology with the Daring Foods brand. Tim York, CEO of V2Food, said: “Daring has built an incredible, consumer-loved brand with strong reach across the US, and combining that with our food technology creates immediate opportunities to accelerate our mission to be one of the global leaders in plant-based protein”. © Daring Foods V2Food, headquartered in Sydney, produces ready-to-eat plant-based meals with a goal of furthering a sustainable food production system in Australia and beyond. The company has already built a supply chain in partnership with the meat industry, enabling it to deliver products at accessible price points. Ajinomoto has invested in V2Food as part of the companies’ strategic partnership. The collaboration will bring together V2Food’s expertise and plant-based protein technologies with Ajinomoto’s ‘Deliciousness Technology,’ a fusion of advanced technologies developed through amino acid research and designed to meet demand for tastier and healthier functional foods. V2Food has also collaborated with Australian government research institute Commonwealth Scientific and Industrial Research Organisation (CSIRO), leading to the creation of its V2 RepliTech technology. This enhances the taste and texture of alternative protein products to enable broader availability of sustainable food products and ingredients in both developed and emerging markets. © V2Food Building on its investment in V2Food, Ajinomoto said it plans to offer clean label protein products in developed markets like the US and sustainable, affordable protein solutions in emerging markets. In a statement on LinkedIn, V2Food said: “Together, we are creating a platform poised to accelerate the development of next-generation clean protein products…   This partnership will enable us to scale our mission globally, providing delicious, nutritious and sustainable food solutions to a growing population.”

  • Revo Foods closes €1.6m funding round to scale up production

    Austrian food-tech start-up Revo Foods has successfully completed a €1.6 million crowdfunding round through the Funder Nation platform. The company said the capital, raised from a total of 212 investors, will significantly contribute to the further development and upscaling of its production process. Established in 2019, the start-up produces a range of plant-based protein products made from mycoprotein, a fermented fungi ingredient, and using its proprietary 3D structuring technology. Initially, its focus was on seafood alternatives, having launched the world-first 3D-printed plant-based salmon in European retail in 2023. Since then, the company has introduced innovative additions to its alt-seafood portfolio including The Kraken , a hyper-realistic octopus alternative – and has branched out into the functional foods category this year with the debut of The Prime Cut and Minced Fungi Protein , marking its expansion beyond seafood substitutes. Revo’s Food Fabricator X2 process enables mass production of plant-based food products with 3D printing and high-precision extrusion technology. It enables mass customisation, allowing for flexible control of product parameters like size, shape, material or texture. The company said the recent funding raise will support it in achieving profitability with its products and advance the technology to a point where it will be relevant for other food applications through licensing models. By optimising its production technology, Revo aims to increase its monthly throughput to 60 tons in the near future, meeting increasing demand for sustainable alternative protein products. A quarter of the capital will be invested in the further development and upscaling of its machines, while one-third will be invested in the company’s R&D workforce. The remaining capital will go toward sales and marketing initiatives. Top image: © Revo Foods

  • Century Pacific North America acquires Loma Linda from Atlantic Natural Foods

    Century Pacific North America, the US subsidiary of Century Pacific Food, has acquired the Loma Linda plant-based brand from Atlantic Natural Foods. The transaction, valued at less than $10 million, includes the acquisition of Loma Linda and Atlantic’s other brands such as Tuno, Neat and Kaffree Roma. It also encompasses the brands’ formulations, select manufacturing assets, licenses and remaining inventory relating to the ongoing business of Atlantic Natural Foods. Atlantic Natural Foods, a US plant-based company based in North Carolina, US, filed for Chapter 11 bankruptcy protection earlier this year. This followed the termination of an agreement with agri-food company Above Foods in 2024, which would have seen Atlantic go public through the partnership. The Loma Linda brand was acquired by Atlantic Natural Foods in 2016, but dates back to 1890. Its products included its flagship tuna alternative Tuno, now sold across North America and in over 30 countries worldwide, as well as Franks vegan hotdogs and plant-based scallop alternative Skallops. Century Pacific North America is best known for its UnMeat brand, a shelf-stable plant-based product line available across major US retailers including Walmart, Albertsons, HEB and Meijer. The company was already working closely with Atlantic Natural Foods as a supply partner, leading to deeper collaboration and this latest acquisition deal. Greg Banzon, chief operating officer at Century Pacific Natural Foods, said: “This is a strategic and synergistic move for CPNA. We are bringing together a trusted heritage brand and a disruptor brand under one roof – leveraging decades of consumer trust with bold innovation. This allows us to serve both loyal customers and new generations seeking accessible, nutritious and sustainable food choices.” Banzon said the transaction is expected to be “immediately accretive” to the business, with operational integration to be a “seamless, bolt-on match” to Century Pacific’s existing plant-based food operations. “The acquisition reflects CPNA’s measured and profitable growth strategy: tapping into established markets while accelerating momentum for plant-based food adoption across diverse geographies,” he continued. “Ultimately, it reinforces the group’s broader mission of building a healthier, more sustainable portfolio that provides affordable nutrition to the consumers we serve.” Top image:  © Loma Linda

  • Flyers expands beyond liquorice with vegan-friendly sour confectionery sticks

    British liquorice confectionery brand Flyers has expanded its range with the launch of a new non-liquorice sour apple and raspberry sticks product. The 79-year old confectionery maker is known for its chewy liquorice sticks with tangy sherbet centres. Now extending its portfolio of fully plant-based offerings, the brand has debuted its first sour ‘magic in the middle’ stick product. The new addition features apple-flavoured sticks with raspberry-flavoured ‘crystal’ sherbert centres, offering a sweet, sour and fruity alternative to its traditional liquorice options. Flyers currently owns a 15% share of the liquorice market in the UK. The brand acknowledged the nostalgic confectionery’s ‘polarising’ nature, aiming to appeal to a broader consumer base within the wider confectionery space with its new launch. Andy Valentine, spokesperson for Flyers, said: “Despite three years of consecutive double-digit growth, Flyers is only now starting to realise its growth potential – and with ‘Sours’ remaining the hottest trend within sugar confectionery, we spied the perfect opportunity to showcase our new Sour Apple candy sticks packed with tangy Raspberry sherbet crystals, thereby extending Flyer’s appeal to both a younger audience and intransigent liquorice loathers.”

  • Plantible celebrates first fully operational US facility and expanded production capacity

    Dutch food-tech company Plantible Foods has announced that its first commercial facility in Eldorado, Texas, US, is now fully operational and entering a new phase of expansion. Known as ‘Ranchito,’ the facility represents a key step forward in Plantible’s mission to ‘reshape global food production by harnessing the power of plants’. Located in rural West Texas’ Schleicher County, the production plant now houses a growing network of greenhouses, upgraded protein filtration systems and a newly introduced, higher-yield strain of the aquatic plant used to produce Plantible’s flagship ingredient, Rubi Protein. Rubi Protein is made from lemna, a member of the duckweed family also known as water lentils. Lemna is a resilient and sustainable protein feedstock that can be grown in harsh environments with ten times less water than soya and no arable land requirements, while having a doubling rate of 2-3 days. Plantible aims to replace synthetic and ‘environmentally taxing’ components in commercial food products through producing high-quality, functional ingredients. The Ranchito site is expected to produce thousands of metric tons of biomass annually – enabling delivery of hundreds of metric tons of protein per year. According to Plantible, this output will contribute to nearly 8,000 metric tons in potential CO2-equivalent emissions reductions annually, by replacing animal-based protein and synthetic ingredients in food supply chains. © Plantible Foods As part of the facility’s expansion, Plantible has integrated modern filtration equipment that it says has ‘significantly’ reduced production costs while increasing throughput. This enhances Plantible's ability to achieve cash flow positivity at the facility and produce Rubi Protein at scale. Plantible is currently working with key customers, including ICL, to integrate Rubi Protein into a range of consumer products. Rubi Protein is a neutral-tasting, allergen-free, complete protein (PDCAAS 1.0), able to provide emulsifying, gelling and binding functionalities. Formulators can use the ingredient to improve texture and stability, while delivering a nutritional profile comparable to animal proteins. Paul Peterson, global alternative proteins leader at ICL, said: “Plant-based protein formulators have been searching for years for a clean label, highly functional replacement for chemically derived binders, such as methylcellulose”. “In partnership with Plantible Foods, we have been able to leverage our deep knowledge of proteins to create a market-leading binding solution that allows plant-based food manufacturers to meet the needs of even the most demanding consumers.” Plantible is actively conducting trials on additional strains that could further accelerate Rubi Protein unit economics, scalability and affordability. Chris Phillips, VP of research at Plantible, said: “With at least 35 species in the duckweed family and more than 1000 strains, Plantible has excelled in identifying strains that are best adapted for growth in the local climate. We then tailor our growth conditions to further maximise protein production and product quality.” Additionally, the company is working on securing additional financing to continue building out the Ranchito to Rancho scale, increasing capacity by threefold. With scalable production now underway, it plans to continue investing in expanding its footprint and hiring locally within Eldorado.

  • UK ‘in danger of falling behind’ on plant-based food promotion, ProVeg says

    ProVeg UK has published a policy briefing highlighting how European countries are ‘steaming ahead’ in plant-based food promotion, warning that the UK could be falling behind other regions. In its briefing, ProVeg argues that the UK government’s newly announced ‘Good Food Cycle’ national food strategy presents an opportunity for the nation to ‘catch up’ to other European countries. It details how the UK could lead on promoting plant-based food to meet health, climate and food security challenges. In Europe, German dietary guidelines already recommend upper limits for meat consumption, while the Netherlands is encouraging supermarkets to increase their plant-based protein sales. Spain has also passed legislation requiring greater provision of plant-based foods in schools. ProVeg highlights Demark as a country ‘rising above the crowd’ following the publication of the world-first Action Plan for Plant-Based Foods nearly two years ago. The policy sets out a framework to promote plant-based food production and consumption, positioning Denmark as a leader among Europe in establishing a tangible plan to accelerate the plant-based food sector. ProVeg offers these countries’ initiatives as examples of how the UK can adopt similar approaches and incorporate them into its own Good Food Cycle strategy. Julian Cottee, senior corporate engagement manager at ProVeg, commented on the Good Food Cycle: “The strategy is attempting to be genuinely systemic and cross-departmental. It recognises the complexities of the food system and the need for many voices, communities and cultures to be engaged”. “One thing it doesn't do – yet – is to lean into the facts about the need for a substantial transition towards plant-based protein sources in order to meet environmental goals. Plant-rich diets are internationally recognised as central to health and environmental sustainability, and governments must do all they can to promote them. We can’t afford to miss this opportunity to set out an ambitious vision and roadmap towards more diverse and resilient protein sources in the UK food system.” The ProVeg policy briefing lays out four action points: Update national dietary guidelines to strongly encourage the consumption of plant-rich foods and reduce meat consumption. Mandate reporting for supermarkets on the proportion of plant-based vs animal-based protein on the shelves. Ensure schools, hospitals and other public settings provide healthy, plant-rich catering and plant-based meals to everyone who wants them. Create a coordinated, cross-sector action plan for plant-based foods that promotes plant-based diets from farm to fork. Sophia Millar, head of programmes at ProVeg UK, said: “Clear action needs to be taken in the UK to lessen the burden on the National Health Service, improve children’s nutrition, slash greenhouse gas emissions and strengthen the country’s economy and food security”. “By taking these four steps, the UK will set itself on a path towards a much more sustainable food system that will benefit people, the environment and the country’s food security.”

  • Burcon launches FavaPro high-purity fava protein isolate

    Plant protein ingredient specialist Burcon NutraScience has announced the first commercial production – and official launch – of its high-purity fava protein isolate, FavaPro. Amid rising demand for healthy and sustainable protein ingredients, the company has developed a proprietary process to extract and purify protein from fava beans. It has now achieved the first production run of its ingredient on a commercial scale at its Galesburg manufacturing site in Illinois, US. Fava beans, also known as broad beans, are nutrient-rich legumes known for their high protein and fibre content. Like yellow peas, they are nitrogen-fixing crops that improve soil health and reduce the need for synthetic fertilisers. These environmental and nutritional benefits are making fava an increasingly popular plant protein source for manufacturers and product developers. FavaPro provides over 90% protein content and is naturally non-GMO and hypoallergenic. It features a neutral flavour profile and an off-white colour, enabling seamless integration into a wide range of food and beverage applications including dairy alternatives, functional beverages, snacks and baked goods. Kip Underwood, Burcon’s chief executive officer, said: “The commercial launch of FavaPro marks an important milestone in Burcon’s growth strategy and demonstrates our ability to efficiently scale and diversify production at the Galesburg facility”. “FavaPro was one of the most sought-after plant proteins at the recent IFT FIRST tradeshow. By adding this premium ingredient to our portfolio, we are meeting accelerating demand, enhancing Burcon’s position as an innovation leader in the rapidly growing plant protein market.”

  • Lo Secco Prosecco launches new zero-sugar, low-calorie and vegan sparkling wine in US

    Lo Secco Prosecco DOC Brut Nature has launched in the US, providing a zero-sugar, low-calorie and vegan sparkling wine option for ‘today’s wellness-minded consumer’. Crafted in Italy’s Veneto wine region, Lo Secco Brut Nature delivers a ‘crisp, vibrant’ expression with bright notes of white peach, pear and apple. The 11% ABV drink caters to health-conscious consumers seeking clean and natural ingredients, bright flavours and nutritional transparency. Lo Secco said the drink is especially suitable for Mediterranean, keto, paleo and GLP-1 lifestyles. Wine and spirits veteran Monika Elling, the brand’s founder and CEO, drew inspiration from her background in nutritional psychology and athletic performance. “Lo Secco is for those who want to celebrate without compromise,” she commented. And while the zero-sugar drink does offer a low-calorie option, Elling emphasised that the “conversation shouldn’t be about calories”. She added: “100 calories of ice cream and 100 calories of meat affect our metabolism differently. Sugar isn't needed in our wellness and nutrition routines. Choosing a more thoughtful direction in wine doesn't mean sacrificing what matters.” Lo Secco Prosecco Brut Nature is available now at select retailers and restaurants in Connecticut, US, as well as online at an SRP of $24.99 per 750ml bottle.

  • Good Planet Foods and Schuman Cheese partner on plant-based dairy venture

    Plant-based cheese company Good Planet Foods has announced a joint venture with speciality cheese company Schuman Cheese, GPV Foods. The partnership will unite Schuman’s Vevan brand with Good Planet’s retail business under one entity, aiming to meet demand for great-tasting dairy-free cheese through broader reach, scale and expertise. Good Planet Foods, headquartered in Washington, US, offers a range of plant-based clean label cheeses and has a nationwide presence across the grocery channel. Meanwhile, Schuman, based in New Jersey, utilises its artisan cheesemaking expertise to develop its dairy-free Vevan line for retail and foodservice, built with ‘the same craftmanship and care’ as its traditional dairy portfolio. Through enhanced production capacity and streamlined distribution, the new GPV Foods entity will be able to respond faster to market needs, broaden its reach and invest in innovative new technologies and formulas to enhance plant-based cheese varieties. Keith Schuman, plant-based business lead at Schuman Cheese, said: “This partnership strengthens our manufacturing capabilities, expands our plant based portfolio, and positions us for rapid growth in a category we strongly believe in”. David Israel, founder and CEO of Good Planet Foods, commented: “Pairing our retail leadership with Vevan's foodservice strength creates a truly unmatched platform. This venture allows us to reach more consumers, deliver superior innovation, and accelerate growth in a way that benefits the entire category”. Top image: © Good Planet Foods

  • Trubar launches nut-free kids snack line

    Trubar, a rapidly growing female-founded brand known for its clean, plant-based protein bars, has launched Trubar Kids, a line of nut-free, protein-packed snacks designed for children. Currently available in Sprouts stores, this product aims to meet the increasing demand for healthy, allergy-friendly snacks in schools and beyond. The Trubar Kids line features three appealing flavours: Iced Oatmeal Blast Bar, Pop Goes Confetti Bar and Fudge-tastic Brownie Bar. Each bar is crafted with clean ingredients, completely free of peanuts and tree nuts, making them a safe choice for lunchboxes and after-school snacks. Retailing at $7.49 for a 5-bar box, these snacks provide a nutritional punch with 8-9g of protein and 7-8g of fibre per bar, all under 140 calories. This positions Trubar Kids as a leader in the category, boasting the highest fibre and protein content among competing kids' snack bars. Trubar has experienced explosive growth since its inception, generating over $50 million in gross revenue in 2024 – more than double the growth rate of the snack category over the past five years. The brand has expanded its retail presence significantly, growing from 1,005 stores to over 18,700 locations, including 730 Costco stores across the US and Canada. With strong sales momentum on platforms like Amazon, Target and Walmart, Trubar is poised for record revenue in 2025, driven by its commitment to innovation and a loyal consumer base. Erica Groussman, Trubar’s founder and CEO, said: “As a mom of two, I know how challenging it can be to find healthy snacks that we feel good about serving our children. I’m thrilled about expanding into the kids' snack space, and each bar is nut-free, meaning that it's daycare and school approved too!”. Trubar Kids line is currently available at Sprouts and will soon be accessible on Amazon, Walmart and at Hy-Vee locations nationwide, with a 12-bar box set to launch in September.

  • Veganz CEO Jan Bredack to step down, Rayan Tegtmeier to take on role

    German plant-based food group Veganz has announced that its founder and current CEO, Jan Bredack, will be stepping down from the executive board on 30 September 2025. Bredack will hand over his responsibilities to financial expert Rayan Tegtmeier, who brings more than 24 years of experience in forward-looking growth strategies, strategic planning, corporate leadership and P&L management across multinational companies. Berlin-headquartered Veganz produces foods under a range of plant-based brands, including Happy Cheeze, Mililk and Peas on Earth. Its portfolio includes confectionery, snacks, dairy, cheese and meat alternatives. Since founding the company in 2011, Bredack has transformed Veganz from a vegan supermarket chain into a producer of plant-based foods with an international footprint. In a statement, the company said Bredack has laid the groundwork for further dynamic expansion, with a focus on sustainability, innovation and a solid financial foundation. He is departing to take on a new role as managing director of vertical farming company OrbiFarm, previously a Veganz business before the company sold it to a third party for €30 million in June. His new role will focus on food security, pharmaceutical supply, CO2 storage and the production of raw materials for the construction and clothing industries. Bredack will remain closely associated with Veganz as its largest shareholder. © Veganz Tegtmeier has successfully led businesses in over 35 countries, served as chief financial officer at Nu3 Group, and was an interim board member at OTI Greentech. He has also executed multiple buy-and-build strategies across the DACH region. His expertise spans business development, M&A, debt advisory, multi-family office management and the optimisation of international financial structures. As a capital market expert, Tegtmeier will also enhance Veganz's investor relations strategy and broaden access to capital markets to create long-term shareholder value. Outgoing CEO Bredack commented: “After nearly 15 years, this step is not easy for me as the founder. However, I am handing over the baton with great confidence, following the successful transformation of Veganz Group from a trading company into a food-tech company over the past two years.” Tegtmeier said: “I am truly excited to take on this new challenge at Veganz – a company with innovative products, exceptional potential and the ideal conditions for profitable international growth”. “Under my leadership, the focus will be on profitable scaling, efficient capital allocation, and both organic as well as inorganic business expansion. My goal is to advance the chosen path, tap into new growth markets and attract institutional investors – thereby helping to address what I believe is a significant undervaluation of the company's share price.” Top image: Jan Bredack © Veganz

  • Just Egg set to crack Europe: UK launch event

    Just Egg, the mung bean-based egg alternative that has already developed a cult following in the US, is coming to Europe. The Plant Base’s editor, Melissa Bradshaw, attended an exclusive brunch in London this week to celebrate its expansion. What is Just Egg? Just Egg was developed by Eat Just, a US food-tech start-up founded in 2011 by Josh Tetrick and Josh Balk. The founders’ goal was to develop a nutritious plant-based egg alternative that could match the taste and texture of its traditional counterpart, using only plant-based ingredients and with no animal involvement. Its hero ingredient is the mung bean, a nutrient-rich legume that enables Just Egg to provide 13g of protein per serving – comparable to the amount of protein in two traditional eggs. It is also low in saturated fat, contains no cholesterol and is free from common allergens including gluten and soya. The product has generated considerable buzz in the States since it hit the market in 2019. Over 500 million Just Egg products have already been sold, with parent company Eat Just having raised more than $800 million in capital to date. Now, Vegan Food Group (VFG) – the UK-based vegan food powerhouse established in 2024, and housing brands including VFC Foods, Meatless Farm and Clive’s Purely Plants – is bringing the popular product to new territories through an £11.25 million partnership with Eat Just. VFG has secured the exclusive rights to manufacture and supply Just Egg across European markets, producing the egg alternative from its manufacturing site in Lüneburg, Germany, with Just Egg supplying its proprietary mung bean protein ingredient.   Addressing a “broken” food system On Tuesday 5 August, the VFG and Just Egg teams celebrated the upcoming UK launch with an invite-only brunch event held at East London vegan restaurant Unity Diner, located near the bustling Spitalfields Market.  Guests were welcomed with alcohol-free mimosa mocktails and mini carrot cake muffins, created using the Just Egg product. The sponge was soft and moist, warmly spiced with the addition of apple, raisins and walnuts and showcasing Just Egg’s capabilities in traditional baking applications. Matthew Glover, co-founder of the Veganuary movement and chairman of the board at VFG, opened the day with an introduction to Just Egg and how the product aligns with VFG’s values and mission of removing animals from the food chain. Glover took a moment to speak candidly about the lack of animal welfare standards within the egg industry, describing having witnessed first-hand the “squalid” conditions for hens at both caged and ‘free range’ farms. He called for change across the food system – something he described as “fundamentally broken” – and an end to factory farming, detailing the cruel treatment of hens and male chicks in a sobering speech that undoubtedly made for a difficult listen for attendees. “The only cruelty-free egg is a plant-based egg,” he concluded, met with cheers and applause across the room. Also stepping up to share insights, focusing on the nutrition of the egg alternative, was registered nutritionist and author Rhiannon Lambert. Lambert, an advocate of plant-based diets and author of the books The Science of Nutrition and, most recently, The Unprocessed Plate, praised Just Egg’s nutritional profile alongside its taste and texture. She highlighted the growing fear among consumers and within the F&B industry about ultra-processed foods (UPFs), highlighting that under the Nova classification system – which categorises foods based on their degree of processing – the Just Egg product could well fall into the UPF category. But this doesn’t make it ‘bad,’ she noted, warning of the dangers of tarnishing all processed and packaged foods with the ‘unhealthy’ label and pointing out the product’s well-rounded nutritional profile. Alongside mung bean protein, the product contains water, rapeseed oil, salt, corn starch, natural flavourings, tapioca starch, carotenes (colour), yeast extract, dried garlic, maltodextrin, acidity regulator (potassium citrates) and a firming agent (calcium citrate).   The tasting The much-anticipated Just Egg was served up in scrambled egg style atop toasted muffins, served with mushrooms and tomato. Its texture was impressively reminiscent of the real thing: fluffy, light and creamy, with a subtly salty and savoury flavour and a vibrant yellow hue, achieved using turmeric and carrot extractives. A range of canapés were also offered up, encompassing both sweet and savoury, spotlighting Just Egg’s versatility when used across different formats. These included a beetroot and plant-based feta quiche, a New York baked cheesecake made with vegan cream cheese, a rich chocolate brownie, and my personal favourite – toad in the hole, using Just Egg to create a soft and lightly chewy Yorkshire pudding, wrapped around a mini plant-based sausage and topped with sweet caramelised onion. An interactive cooking experience also offered guests the opportunity to try cooking Just Egg for themselves, demonstrating its ease of preparation. The product comes in a liquid format, and can simply be poured into a pre-heated pan with plant-based butter – within a few minutes of stirring, it begins to set and take on the familiar scrambled egg appearance, able to be cooked according to consumer preference.   An eggcellent option for British consumers The event team enthused about the benefits of Just Egg hitting UK shelves, providing an option not just for vegan consumers, but for all – those with allergies to eggs, those who are actively trying to reduce animal-derived foods and make plant-based swaps, and those who are simply just curious. Egg alternative products aren’t new to the F&B market here in the UK – other brands have launched liquid egg alternatives for scrambling and baking, such as Crack’d, introduced in 2020 and based on pea protein, while vegan cake and ingredients brand Oggs sells aquafaba (chickpea water) as an egg alternative for baking specifically. However, Just Egg’s offering serves up a significantly higher portion of protein than other alternatives currently on the market, giving it a notable edge at a time when ‘high-protein’ is high on the list of priorities for many consumers. March 2025 research from UK online retailer Ocado found that almost half (43%) of consumers have increased their protein intake in the past year, while searches for ‘high protein’ more than doubled by 105% year-on-year according to the company’s data. The product has hit the market in a 340ml carton, containing the equivalent to six eggs, priced at £3.99 and available via Ocado. Abigail Nelson-Ehoff, head of marketing at VFG, said: “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”. “The technology behind Just Egg has come a long way since it launched back in 2019 and we are excited to be bringing this latest and best formulation to the UK market.”

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