US food tech startup Eat Just has signed a distribution deal with Sweden’s Kale Foods to bring its vegan Just Egg to Coop stores across the country.
Eat Just, the market leader in the plant-based egg sphere, expanded the European availability of its Just Egg through a new partnership in the Nordics.
The startup has teamed up with Kale Foods to roll out its vegan liquid egg to Coop stores across the country. The latter is the distribution arm of Swedish agrifood tech investor Kale United, which is a shareholder in Eat Just, too.
“We’re thrilled to bring Just Egg to Sweden,” said Eat Just co-founder and CEO Josh Tetrick. “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.”
Vegan eggs ‘one of the most requested products’ in Sweden
Just Egg is made from a base of mung bean protein, which is paired with rapeseed oil, natural flavours, acidity regulators, cornstarch, salt, carotene, and garlic.
The vegan alternative contains 11g of protein per 100ml, or 6.2g per egg equivalent. It has less than a third of the saturated fat found in conventional eggs, as well as zero cholesterol.
It will be sold in the chilled aisle at Coop stores, and can be used in fluffy scrambles, omelettes, breakfast sandwiches, pancakes, French toast, baking applications, and more.
Plus, producing the mung bean egg has a far smaller environmental impact than one derived from chickens, using 98% less water, occupying 83% less land, and generating 93% fewer greenhouse gases.
This will fit in well with Swedish shoppers, who are known for seeking out sustainable foods, according to Eat Just. The company is also targeting vegans, people with egg allergies, flexitarians on the lookout for greener options, and health-conscious consumers.
“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,” said Kale Foods CEO Conny Swahn.
Kale Foods’s long-term business plan includes building a platform of premium plant-based brands through strategic acquisitions. Its parent company, Kale United, owns plant-based brands like Lily & Hanna’s, Astrid & Aporna, and VegMe.
Aside from Eat Just, it has also invested in several other leading alternative protein startups, including Impossible Foods, Heura Foods, Livekindly Collective, This, Opalia, and others.
Eat Just offers stable supply amid rising egg prices
In the US, Just Egg accounts for nearly all vegan egg sales. Sales of the product had already surpassed the equivalent of 500 million chicken eggs in 2024, before skyrocketing in 2025 in response to the egg crisis, which caused prices to rise over $1 per egg in certain cities.
Europe hasn’t been immune to this either. The cost of eggs reached its highest in at least a decade in March 2025. And in December, egg prices rose much faster (by 9.3%) than inflation (+2.3%) in the EU. A vegan alternative like Just Egg helps mitigate this volatility and ensure stable pricing.
Just Egg’s Europe launch was years in the making. In 2025, the company partnered with Vegan Food Group (VFG) to produce and distribute its mung-bean-derived alternative for European markets. The latter invested £11.5M ($15.2M) to build a dedicated production line at its facility in Lüneburg, Germany, enabling it to churn out the equivalent of 500 million eggs per year.
Eat Just announced its UK supermarket launch in August 2025, but regulatory delays and turmoil at VFG (which shut its UK office) have meant its product is still not available here. However, it has made it into more than 500 Rewe stores in Germany.
The cartons sold in Sweden are also being produced at VFG’s German plant. Eat Just produces its mung bean protein in Minnesota and supplies it to VFG, which sources other ingredients and packaging materials locally to manufacture the egg alternative in a fully automated downstream production system.
The Swedish launch comes a year after the government updated its dietary guidelines, embedding sustainability considerations and emphasising a higher intake of plant-based whole foods. This was echoed by a 2025 study by Swedish researchers, who analysed the diets of over 26,000 participants and found that the most climate-friendly diets were lower in animal-sourced foods.
Separate research shows that plant-rich diets could lower greenhouse gas emissions by 52%, land use by 45%, and water consumption by 27% in Sweden. Eat Just, which also sells protein powders, vegan chicken, egg-free mayo, and cultivated meat, gives supermarkets a way to usher this shift with Just Egg.
“For retailers, it’s a chance to grow the category, drive incremental sales and reach health-conscious shoppers, flexitarians and vegans alike,” said Swahn.
