Diet restrictions due to intolerances or allergies is predicted to account for a lot of Just Eggs market
After months of anticipation, UK supermarkets has welcomed a new plant-based egg by the American brand Just Egg.
Already a household name in the US, the product is crafted from mung beans and promises to mimic traditional eggs in look, cook, and taste – all without the need for chickens. Its timely arrival caters to a steadily growing number of Britons exploring more sustainable, allergy-friendly, or plant-forward diets.
“We think there’s a huge pent-up demand for it,” says Matthew Glover, founder of Veganuary and chair of the Vegan Food Group, the team behind the UK rollout. “There’s not been anything like this on the market so far. So we’re very excited to launch it into the UK.”
Although headlines around the plant-based food industry often focus on falling sales or investor pullback, Glover sees that as a misread of the bigger picture.
“It’s challenging times,” he admits, “there’s been a lot of misinformation that has been shared. But in the US, Just Egg is very much a growing product. It has 99% of the plant-based egg market; it’s one of the fastest-growing egg brands out there.”
Source: https://www.the-independent.com/