Just Egg, the mung bean-based egg alternative from US food technology company Just Food Company, is now on sale in Sweden. Swedish grocery chain Coop is stocking the product from October, with Nordic plant-based distributor Kale Foods handling the launch, as reported by Swedish trade publication Food Supply.
“Plant-based eggs are one of the most requested products in the category”
Just Food Company (Eat Just) sells Just Egg in the chilled aisle as a liquid that scrambles in the pan. It can be used in omelettes, breakfast sandwiches, pancakes, French toast and baking. According to the company, the product contains no cholesterol, soy or artificial flavors. The company also says producing it requires less water and land than conventional egg production and generates lower carbon emissions. Its target consumers include vegans, people with egg allergies, flexitarians and health-focused shoppers.
“We’re thrilled to bring Just Egg to Sweden. Sweden leads the way in sustainable food, and we see huge potential for a product that makes choosing plant-based easy, without giving up taste or protein,” says Josh Tetrick, co-founder and CEO at Just Food Company.
Expansion beyond Germany
The Swedish launch comes nine months after Just Egg debuted in Germany on January 14. That rollout started in around 280 REWE stores across Berlin, Frankfurt, Mainz and surrounding areas, with production in Lüneburg, Germany. Exclusive European manufacturing and distribution rights were assigned to Vegan Food Group (VFG) in an April 2025 agreement.
In an interview with vegconomist published in July, Tetrick said REWE had extended the listing to more than 500 stores and that Edeka had also begun stocking the product. He named the UK, the Netherlands and the Nordic countries as the markets to follow Germany.
A new category for Kale Foods
Kale Foods is a subsidiary of Swedish plant-based investment group Kale United and works as a brand builder and distributor across the Nordic region. In May, the company acquired Färsodlarna, a Swedish brand of legume-based meat alternatives, from Novax. Just Egg extends the company’s retail portfolio into egg alternatives.
“Plant-based eggs are one of the most requested products in the category. Just Egg gives the market a premium, high-protein option that shoppers are already asking for. For retailers, it’s a chance to grow the category, drive incremental sales and reach health-conscious shoppers, flexitarians and vegans alike,” says Conny Swahn, CEO of Kale Foods.
