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A new plant-based egg alternative, Just Egg, has officially launched in UK supermarkets, offering a mung bean-based product designed to replicate the taste, texture, and cooking properties of traditional eggs. Already a market leader in the US, where it holds 99% of the plant-based egg sector, Just Egg aims to cater not only to vegans but also to those with egg allergies, dietary restrictions, and a growing number of “plant-curious” consumers. Backed by the Vegan Food Group and supported by founder Matthew Glover, the rollout arrives at a time of mixed headlines for plant-based foods, but with optimism for strong demand in the UK.
Nutritionist Rhiannon Lambert highlights the product’s potential as a healthier and more inclusive option for those with intolerances. With the UK’s high allergy rates—about 1 in 20 adults allergic to eggs—Just Egg could fill a significant market gap. Nutritionally, it delivers 5.9 grams of protein per serving, close to the 6.3 grams in chicken eggs, while achieving a cooking texture that many past plant-based options lacked. For many buyers, however, the draw will be as much about environmental sustainability as nutrition.
Compared to conventional egg production, Just Egg boasts a much lower environmental footprint, avoiding the significant water usage, land requirements, and river pollution linked to poultry farming. According to Vegan Food Group’s Abigail Nelson-Ehoff, it takes 53 gallons of water to produce one conventional egg when feed production is included. By manufacturing in Europe rather than importing from the US, the brand is reducing both costs and its carbon footprint, with UK packs priced at £3.99.
Industry advocates see the launch not as a short-lived trend but as part of the steady mainstreaming of plant-based products, especially among flexitarians. For consumers seeking sustainable, allergy-friendly, and familiar-tasting food, this new alternative could become a breakfast staple. Whether it succeeds in winning over traditional egg lovers will depend on one simple test—how well it performs in the frying pan.
